If you assume that what you have been doing in 2012 will be the best way forward in 2013, we urge you to think again for these six reasons.
1. Less than 1% of businesses are actively building relationships with their customers that lead to real loyalty and word of mouth referrals.
• The majority are using gimmicks and gimmicks don’t build lasting customer loyalty
2. Less than 1% of businesses have a defined Customer Experience
• The result is inconsistent customer experiences. A business will never build customer loyalty on the delivery of inconsistent experiences
3. Less than 1% of businesses understand how much damage an unhappy customer is doing to their business.
• A Colmar Brunton survey found that on average a customer who is had a bad Customer Experience will tell on average 13 others directly and many more via social media
4. Less than 1% of businesses are actively capitalising on the creativity that exists internally
• Your people have ideas that will enhance your customer experience and give your business a sustainable competitive advantag
5. Less than 1% of businesses understand the vital part customer emotions play in a business interaction.
• Think how you feel about organisations you do business with and the part those feelings play in your relationship on-going or otherwise
6. Less than 1% of businesses have a total focus on their customers.
• In most cases, there is a greater focus on the business than on the value that could be added to every customer interaction.
In 2013 business must realise that in a world of excess, uniformity and repetition, people buy experiences, not products or services. When people feel good about their experiences, they will not only return but will tell their friends and many others via social media.
Chris Bell- Customer Experience Advisor