In such a subjective area, it’s almost impossible to give an exact definition of a great customer experience. There are a lot of factors and variables to consider, not least of these is that each customer wants and expects different things.
There are, however, some key characteristics that help to define a great customer experience; essentially a framework in which great customer experiences can flourish.
So what are these traits to look for and how do they help you create a great customer experience?
Everyone in the organisation has to believe in Customer Experience
If everybody truly believes that they need to focus on the customer and the experience of the customer, this will deliver results off the back of it.
If, as an organisation, you’re struggling to answer the question, "Why should I even invest in customer experience?" then potentially it shouldn’t even be on the agenda. If, in your culture, you’re not prepared to genuinely put the customer first and believe that it’s the right thing to do, then you’ll struggle with implementation.
There has to be something at the heart of it - it has to be genuine. When customer experience is genuine, that’s when you get a genuine high level of service and experience. Everyone, from the board level to the frontline, has to absolutely believe it's the right thing to do. There has to be ownership because this will drive the service and effort to deliver for your customers.
It’s not a short term plan or initiative. It’s a whole company philosophy
There is a concern that some organisations are now just jumping on the customer experience band wagon. They’ve seen the evidence, seen how it works and seen the returns that it can deliver. So, it’s not a surprise that they want in. But the danger is that these organisations don't necessarily understand what's truly needed.
They think that if they give a little bit of spit and polish on the customer service function and change the customer service functions to the customer experience function, surely that will do the trick. But it's not that simple. It's about evolving the core of the business; setting the structure and philosophies in place to be focused around the customer. It can't just be wording in a PowerPoint deck. It can’t just be words. It has to live and breathe throughout the organisation.
Customers have so much choice. They're presented with more options than ever to go elsewhere – and it’s easier for them to switch. With traditional factors like pricing so sensitive, customer experience becomes a key area that customers can uses to distinguish between different companies. To be effective here, it’s no longer about meeting expectations. It’s about surpassing them. Surprise and delight your customers, so that they always come back to you. Offer a customer experience that lasts and give people a reason to remember you and want to come back to do business with you, time and time again.
If you're looking for practical advice on how to build a great customer experience, check our eBook on the very subject:
