Consistency is the Key to CX Development

The positive news is that more businesses are now starting to focus on their customer experience performance.
The disappointing news is that many are approaching it in an inconsistent manner resulting in mixed results, frustration and a lack of team commitment.
By 2020, customer experience will overtake price and product as the key brand differentiator and the customer of 2020 will be more informed and in charge of the experience they receive. They will expect companies to know their individual needs and personalise the experience. – Customers 2020 Report
A team and customer centric culture is vital to a successful long term customer experience strategy and must start at the top.
Unfortunately too many business leaders are paying lip service to their commitment and that is reflected in the lack of buy in and engagement from the team. One of the reasons for this lack of commitment by leadership is their inability to comprehend the return on investment that comes from increased customer loyalty and customer advocacy in today’s highly competitive, price driven market.
A successful, long-term customer experience strategy is totally reliant on the development and implementation of a number of sequential steps. Trying to work through the process out of sequence or leaving a step out will not maximise results.
Temkins research shows that long-term success requires companies to build and sustain four customer experience competencies-
• Purposeful Leadership
• Employee Engagement
• Compelling Brand Values
• A Customer Centric Culture
Research confirms that companies that provide exceptional service have a strong competitive advantage. Customers are prepared to pay higher prices, make additional purchases, are more loyal and recommend the business to others. All of this positively impact return on investment.
Chris Bell is the Managing Director of Customer Experiences, a company committed to building successful businesses through the development of high quality customer experiences and co-founder of cemNZ 027 2792360