talking about it... “Customer experience is the next competitive battleground. It’s where business is going to be won or lost” – Tom Knighton “You’ve got to start with the customer experience and then work back to the technology” – Steve Jobs “It’s our job every day to make every important aspect of the customer experience a little bit better ” – Tom Knighton
writing about it... Customer Experience' Is Today's Business Benchmark – Forbes Understanding Customer Experience – Harvard Business Review 50 Important Customer Experience Stats for Business Leaders’ – Huffington Post
“Customer experience is the sum total of how customers
engage with your company and brand, not just in a snapshot in time, but throughout the entire
arc of being a customer.”
You can find it in… • a store purchase • email contact • website browsing or buying • customer support call • postage and delivery • using the product or service • peripheral advertising you see
You can find it in… • a store purchase • email contact • website browsing or buying • customer support call • postage and delivery • using the product or service • peripheral advertising you see • and any other interaction you
can think of!
As you can see… it’s in a lot of things
And perfecting the experience of every interaction is what it’s
all about.
“It's about knowing your customers so completely that you can create and
deliver personalized experiences that will entice them to not only remain
loyal to you, but also to evangelise to others about you.”
“Eighty percent of CEOs believe they offer a superior customer experience; only 8 percent of
their customers agree.”
Ignoring your customer experience is like killing your business slowly...
one interaction at a time.
When things go wrong, the first instinct is to look internally.
To dive in and do a complete business overhaul.
Get rid of Greg. Buy some new laptops. Stick up more posters combining quotes with rock climbers. Have stand up ‘cut the fat’ meetings. Do the to build team rapport.
Get rid of Greg. Buy some new laptops. Stick up more posters combining quotes with rock climbers. Have stand up ‘cut the fat’ meetings. Do the rack to build team rapport.
Get rid of Greg. Buy some new laptops. Stick up more posters combining quotes with rock climbers. Have stand up ‘cut the fat’ meetings. Do the track to build team rapport.
Get rid of Greg. Buy some new laptops. Stick up more posters combining quotes with rock climbers. Have stand up ‘cut the fat’ meetings. Do the track to build team rapport.
Get rid of Greg. Buy some new laptops. Stick up more posters combining quotes with rock climbers. Have stand up ‘cut the fat’ meetings. Do the Kokoda track to build team rapport.
Have you checked your customer experience first?
This will give you a pretty good idea of where you need to start.
1. Map out your customer’s journey.
And ask ‘What is their context?’
So it aligns with the sales journey Attraction > Awareness > Discovery > Consideration > Purchase > Product use
1. Map out your customer’s journey.
‘What are their fears?’
So it aligns with the sales journey Attraction > Awareness > Discovery > Consideration > Purchase > Product use
1. Map out your customer’s journey. So it aligns with the sales journey Attraction > Awareness > Discovery > Consideration > Purchase > Product use
‘What do they want?’
2. Get across all your customer touch points.
From the online experience to your retail front, sales, service, support, advertising messages or any combination.
Seek out each one and understand what they are.
A happy team that gets it?
Your team are the face to face advocates of your products,
services and brand.
A kickarse website?
That looks great, is easy to navigate and let’s customers do
what they want to do.
A kickarse website?
That looks great, is easy to navigate and lets customers do
what they want to do.
Where customers can call, not wait in queues, talk to a friendly, helpful support agents that know
their name.
Switched on support?
Switched on support?
Where customers can talk, not wait in queues and speak to
friendly, helpful support agents that know their name.
For example: customer support
Do they have access to software that makes collaboration and quality control easy?
• can’t can connect straight through • speak to the wrong right agent • they are clueless well prepared, arrogant
friendly, useless helpful • Solve your problem slowly, interminably
quickly and easily • You want to head butt a wall kiss the
support agent when you hang up
• can’t can connect straight through • speak to the wrong right agent • they are clueless well prepared, arrogant
friendly, useless helpful • Solve your problem slowly, interminably
quickly and easily • You want to head butt a wall kiss the
support agent when you hang up
• can’t can connect straight through • speak to the wrong right agent • speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful
• can’t can connect straight through • speak to the wrong right agent • speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful • have their problem solved slowly,
interminably quickly and easily • You want to head butt a wall kiss the
support agent when you hang up
• can’t can connect straight through • speak to the wrong right agent • speak to agents who are are clueless well
prepared, arrogant friendly, useless helpful • have their problem solved slowly,
interminably quickly and easily • want to head butt a wall kiss the support
agent when they hang up
Zappos, the online shoe retailer, is a great example.
What did they do to lead the charge in customer experience?
they built a powerful website
integrating shopping, paying and delivery into one seamless experience
offered a 365 day return policy
building good faith and trust in not only the product but the
brand.
“We also want to create an emotional connection with our customers. Our
contact center does a really good job of that and the numbers tell a story of greater
engagement and loyalty when they interact with … our employees.”
– Tony Hsieh, Zappos.com CEO
hired employees that reflected their core values
When a candidate is picked up for job interviews at Zappos, if the candidate is rude to the shuttle bus driver, they won’t be hired.
trained them properly so they performed at their best
“All new hires, regardless of rank, are made to work in the 24-hour call centre — and they’re offered
thousands of dollars to quit before the training process is finished.”
focused on culture first, and let everything else follow
“If we get the culture right, most of the other stuff — like delivering
great customer service — will just happen on its own,”
As you can see, everything that Zappos did was driven
by a strong company culture.
This is the fuel you need to power winning.
solid hiring practices
Knowing what you’re looking for – not clones but people who share the same
values.
continuous ongoing training
That is fun, engaging, inspiring, that staff can do online, at home, at any time.
cloud-based software & systems
Ø that lets you track, analyse, automate, and streamline processes,
Ø that removes manual handling and integrates with all your other touch points,
so customer information can be shared and always stays up to date.
a love of data
Dig deep into customers’ wants, behaviours and interactions at every touch point.
Use this to build strong user profiles that let you offer what they want and know
when something’s wrong.
feedback to grow
Ø Net Promoter Scores Ø In-store surveys
Ø Email surveys/questionnaires Ø Website experience ratings
stronger brand preference better revenue returns improved customer loyalty lower costs less churn happy employees that won’t leave
stronger brand preference better revenue returns improved customer loyalty lower costs less churn happy employees that won’t leave
stronger brand preference better revenue returns improved customer loyalty lower costs less churn happy employees that won’t leave
stronger brand preference better revenue returns improved customer loyalty lower costs less churn happy employees that won’t leave
stronger brand preference better revenue returns improved customer loyalty lower costs less churn happy employees that won’t leave
“Companies with the highest customer experience typically grow at more than
double the rate of their competitors”
Noojee Contact Solutions Noojee designs and builds high performance call centre software shaped perfectly to your business. Our cloud-based software makes it simple to manage a high performing contact centre that maximises customer service, while making outbound sales and appointment setting easier.
Top Related