Towards an exciting and unique customer experience
What makes an excellent customer experience? Is it a smile from a cashier at the supermarket, an “enjoy your meal” from a waiter, a quick response from a bank to a loan application or perhaps the health centre call-back service that lets you avoid queueing (and having to listen to low-quality hold music)?
I have been thinking about these things as we began relaunching our customer experience development services at Corporate Spirit. The aforementioned things are some of those that I see and encounter as an individual service user and that form part of my experience of a company.
Customer experience also includes good and bad feelings about products and services that I have not experienced first-hand. For example, while using social media, I have “liked” companies that I have not personally visited simply because others who have visited the company have praised the company’s products or atmosphere or the staff’s fantastic attitude. I am also critical of some companies and their products or services because I have read negative comments about the company, for example about the company’s treatment of employees or customers’ experiences as users of the company’s products or services.
Strategy supports the customer experience, but service encounters make it visible
The world today is a complex place, and a good customer experience requires active direction and strategy from the company’s management, supervisors, employees and stakeholders. A good customer experience is tied to the company’s image, the personnel’s job satisfaction and the good quality produced by the stakeholders. It also acts as the path to an open and inclusive company culture that will be seen and heard whether or not the company wants to highlight it.
A good customer experience is not created through excellent marketing campaigns or image marketing but through clear leadership, engaging the right people at various levels in the continuous development of the customer experience and listening to both the customers and the employees actively and attentively. Seeing your employees enjoy their work is great in itself, and it is also something your customers will definitely notice.
We wish you many happy moments listening to your customers! All of us have our own role and purpose in creating an excellent customer experience, whether we want it or not. The question is, do we want to direct the customer experience ourselves or are we going to leave that to our customers?
Now is the time to roll up your sleeves and start developing your customer and personnel experience. We would be happy to help your succeed!
The author is a passionate advocate for a better working life and customer experience.