Written by Kushal Dev | Co-founder, Customer Guru
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.”
~ Jeff Bezos.
Customer Service has long since graduated to Customer Experience; any business can provide service but to have a competitive advantage over others, you must be able to deliver an experience which outsmarts your competition.
Customer experience is a team effort and requires the focus and diligence of everyone that’s part of the company. The ownership of it all starts with the Leaders of the organization and slowly finds itself evident in the service levels delivered by the executives.
Although it might sound simple enough, but the amount of effort required in getting this right is easier said than done. The customer-centric organizations that are at the top demonstrate certain behaviors that took them years to perfect.
“Do what you do so well that they will want to see it again and bring their friends.”
Nothing can be further from the truth. There are a few winning habits that leaders can adopt to encourage and ensure that the business is moving in the right direction.
Let us examine the 5 winning habits of customer experience leaders:
A service driven performance matrix
Most companies reward their staff on measurable components such as sales and conversions. To inculcate a service driven culture, leaders of the organization must base employee’s performance on service delivery as well. When you do this, the result would be a change in behaviour of staff as they would then put in the extra effort required to ‘Wow!’ the customer. You must make it a way of life to celebrate the customer as well as the employee whenever possible.
Needs first, requirements next
The focus of the business should be to meet the customer’s needs first. It might require going out of the way sometimes but if more customers demand it then that same extra mile must be made part of service procedures. This helps your organisation evolve, retain customers and build goodwill.
Feedback is the breakfast of champions
Customers provide feedback every now and then through multiple channels. A customer-centric leader listens to the Voice of Customers (VoC) across channels and uses this data to adjust the business processes. Getting a 360 degree view of VoC on social platforms and pro active feedback collection provides ammunition for a customer experience led business growth.
Sharing best practices
Providing examples of best practices to service reps gives them new ideas to incorporate while dealing with customers. You must make it a point to share case studies, both good and bad, of other organisations or examples of colleagues that have delivered exceptional customer experience.
This keeps the staff motivated and makes them more customer-focused.
Innovation is key
Good leaders never cease to innovate. They might have created an amazing customer-centric environment with processes that are customer driven; but they also realize if they pause and rest on past accomplishments, there is someone else that would overtake them. Ever changing markets makes it necessary to be on your toes day-in and day-out.
Customer Experience led growth is your best differentiator in today’s connected world and requires consistent effort and action. Even the customer experience leaders did not succeed in a day but took action everyday and made it a way of life. Assign a sacred status to the VoC and follow the tips above to join the league of customer experience leaders who have perfected this art.