perfecting the customer experience
DESCRIPTION
TRANSCRIPT
Perfecting the Customer Experience
Agenda
Importance of Customers
Customer Experience Defined
Customer Experience Experts
Exercise
Perfecting the Customer Experience
Questions
Tell me about your most memorable customer
experience
Importance of Customers
Without customers an organisation would not exist
Repeat business is the backbone of selling
The purpose of an organisation is to fill the needs of the customers
Customer Retention
It costs five times as much to attract new customers as it does to keep an existing one
Building customer relationships:
1.One-off purchasers
2.Occasional users
3.Regular customers
4. Advocates
Customer SatisfactionMaking customers happy
Customer ExperienceMaking customers happy in so far that it solves their problem
Customer Experience Defined
“The sum of all experiences a customer has with an organisation.”
Not just about a rational experience (e.g. how quickly a phone is answered
More than 50 percent of a customer experience is subconscious, or how a customer feels
Not just about the ‘what,’ but also about the ‘how.
Its how they see their experience
● Understand your customers○ Communication is key
● Take Ownership○ Do not pass blame
● Be Responsive○ Act fast
● Be confident○ Demonstrate your knowledge
● Active Listening○ don’t make assumptions
Customer Experience Experts
Goldilocks & the Three Bears
Active Listening - True or False
1. Goldilocks was a small girlFalse - the story did not mention her age or size
2. Goldilocks knocked on the door before entering the houseTrue
3. The bears had porridge for breakfastFalse - we don’t know if the porridge was for breakfast or if the bears ate the food
4. Goldilocks ate all the porridge in the last bowlFalse - we know she ate enough food, we dont know if she ate the whole bowl
Perfecting the Customer Experience
Ongoing process
Customer feedback & research
Reviewing customer strategies
Measuring experiences our organization currently delivers
Train leaders to become customer experience experts
Educate the customers
Together we can perfect the customer
experience
