Engineering the Customer Experience
Once you’ve established your company’s customer-centric values, work to have your people help define those values AND invite the sharing of “home-run” stories that will help illustrate those values.
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“One of the hallmarks of a highly referred business is that they work as hard on fixing mistakes as on any other aspect of their business.”
-John Jantsch, Bestselling Author of The Referral Engine
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Having trouble crafting a customer experience that’s sure to create raving fans? Maybe this story will inspire some new and creative ideas.
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Don’t just talk about the value in your product or service, conceptually. Instead, demonstrate that value and/or share stories of the value that’s already been realized by others.
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You trust your CFO to oversee your accounting, you trust your Marketing Director to oversee the marketing side, and you trust your Human Resources Director to oversee your human capital. But to whom do you trust the leadership of your customer experience?
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When you and your team have delivered remarkable service for a customer, you’ve earned the right to ask for their referrals. Don’t be shy. They won’t fault you for asking (nicely).
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“Customer experience is the cumulative impact of multiple touchpoints over time, which result in a real relationship feeling, or lack of it.”
-Martin Zwilling, Forbes Contributor
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Everyone on your front line should be answering customer FAQs with consistency. In other words, a customer shouldn’t be able to ask 5 of your people the same question and get 5 different answers.
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Whenever you’re inviting a client to your office for the first time, include a street-view image of your building in a confirmation e-mail. This way, your client will know exactly what to be looking for as they near your location.
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Your customers are likely Googling you and your company. As you might imagine, it would be wise to Google yourself and set up Google Alerts so you know what the “word on the street” is and so that you are notified anytime you’re being mentioned on the Internet.
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