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Written by: Kushal Dev | Co-founder, Customer Guru
The age of the customer has arrived and companies are more conscious about customer experience than ever before. According to a report by Gartner “89% of companies plan to compete primarily on the basis of the customer experience by 2016”. If the industry is planning this radical shift then how are companies planning to make this shift? In order for companies to succeed with customer experience its very important to establish the right processes and establish a change management plan. The following factors need to be taken into account when going ahead with a CX program
success with customer experience requires long term vision, commitment to the cause and consistent effort to improve. All of these require investment of time, effort and money. Unless the leader lives this vision of success through customer experience its difficult to see results
To address your customer concerns and exceed their expectation you need to listen carefully. To take corrective action and on time, its important that you have a deep understanding of what your customers are thinking, doing and feeling. This is possible only through pro active listening. Giving a personal touch to your customer interaction you should be available on the mediums that your customers are actively engaging. A uniform experience for your customers across channels goes a long way in this direction.
To expect your employees to exceed customer expectation you need to equip them with the right tools. You need to train them and align their commitment to CX with the organisation. Once they realise the benefits of CX and the link between growth and customer experience it becomes a way of life. The team values its contribution and is more satisfied with their job. It leads to an amazing work culture where happy customers and employees contribute to your organisations growth.
According to a study by the Chartered Institute of Marketing, seven out of ten marketers believe that investing in customer experience is more effective than investing in marketing communications, but only 13 percent believe that their company “excels” at delivering a day-to-day brand experience that matches up to what the brand promises. Being focused on your product/service is important and forms an integral part of your customer experience. However a great offer falls flat when the buying experience is poor. Imagine a dirty toilet at the best eating joint in town. The team can continue to focus on improving the menu but will not be able to leverage the full potential if the service is not delivered with a smile and the toilet is not clean!
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