Poor or outstanding customer experience

What’s your customer experience like?

You know how they should experience the business  – their needs are met and exceeded by great staff, great training and exceptional service. But have you ever gone through a customer’s ‘journey’ to see what is actually happening? Will the call get answered? On time? By not having to press 10 different buttons to get to the right person? By someone who can answer their question?

 

‘Moments of truth’ are encounters with customers which cause them to form a view of your business based on how they are engaged, particularly compared to their expectations (are your staff being friendly? are they using eye contact?).  Expectations can be met, exceeded or disappointed. What’s happening to expectations in your business?

An approach to managing ‘moments of truth’ involves continuous improvement and is something I strongly recommend businesses do. This entails putting in place processes that continually monitor, check and resolve negative moments of truth.

How do you do it:
– define the cycle of service (get an outsider to do it – you’ll be amazed at what they’ll come back with – map out the journey for new and existing customers)
– identify negative moments of truth (where are expectations not being met?)
– define the reasons (i.e. root causes – not symptoms, is it the process? staff training? lack of resources?)
– develop solution(s)
– test solution(s) & review
– implement
– monitor impact on the cycle of service

 

By doing this right, you reap the rewards in terms of customer loyalty, true differentiation from competitors and improvements in retained business.

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The business was set up in 2010 by Una Ryan who identified a niche in the market for businesses who need help getting the most from their marketing efforts and business planning.

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