Management is still struggling to understand one of the main reasons many businesses are not delivering a consistent, quality customer experience.
The fact of the matter is that you can’t expect your people to exceed the expectations of customers if you don’t exceed the teams’ expectation of management.
A businesses number one priority should be its people. Our high employee disengagement rate clearly shows that this is not the case.
A team totally committed to a clearly defined customer experience that they themselves have played a part in creating and as a result understand the role they play in its delivery is now not just a nice to have it’s a must if a business is going to grow team and customer loyalty.
The value of customer loyalty
50% of satisfied customers and 25% of very satisfied customers are doing business with a competitor. A satisfied customer is no longer the goal. Just meeting customers’ expectations does not grow loyalty or advocacy. The bar has been raised exceeding customer expectations is now the goal
Loyal customers are 50% more likely to recommend than satisfied customers. Customer loyalty true customer loyalty is not about gimmicks like fly buys and air points. Real loyalty is a result of building relationship with customers.
The value of positive word of mouth
83% will act on a recommendation before any other form of advertising. Increasingly those recommendations will impact potential customers that don’t even know the people who are recommending the business.
One of the few remaining sustainable competitive advantages is the quality and the consistency of an organisations customer experience. That level of customer experience comes down to the choice your people make everyday regarding the quality of experience they deliver.
• Chris Bell is managing director of Customer Experiences, a company that specialises in helping businesses improve the way in which they interact with customers and clients. He runs workshops throughout the country on Building Great Customer Experiences. www.customerexperiences.co.nz mb 0272792360