The customer experience concept is key
Customer experience is maybe a topic that you don’t pay much attention to.
But you should.
Because one of these days, you will be obliged to change your way of delivering experience.
Perhaps your customers will persuade you to change.
Or maybe competition may make it a necessity.
Either way, it makes sense to explore the concept and instigate change yourself before someone or something else forces you to.
And there are some very good reasons as to why you should understand, study and apply the concepts of customer experience.
It’s a trend
Consumer demands are ever evolving and they have changed a lot over the years.
Once upon a day product and service options were limited, information was hard to come by and warranties were vague. And end user feedback was more likely to be abusive.
Understandable, really, considering that they weren’t always treated fairly.
But times have changed and the customer experience is something that should be taken seriously. It’s not a fad but a trend that is here to stay. It will evolve with the times.
What exactly is customer experience though?
Going to the shop to buy a pint of milk is having an end-user experience. As is catching the train to work or going to the doctors for a check-up.
We have experiences all the time. In everything we do.
These experiences leave members of the public with feelings and insights about what actually happened.
And from a business perspective, it is your job to make that customer experience as good as you possibly can.
You can’t just assume whether or not a consumer was satisfied with their interaction with your company.
It’s more strategic that that. You need to take a more systematic look that assesses customer interactions before, during and after the buying experience.
Think of the big brands you love. What do they do to ensure you pay more without complaining and keep coming back time after time? Few get it right but those that do are well and truly throwing themselves into the concept to give them competitive advantage.
To be a ‘customer centric company’, the customer has to be at the heart of everything you do. The most important link in the chain.
Customer experience is a discipline that makes a business more strategic and proactive and can make all the difference to business success.
We live in an experience economy
We’ve experienced the industrial revolution, the product and the service. Now we are experiencing the experience!
Not everyone gives experience to consumers. Some businesses simply deliver their product or service without any added value.
Those that do deliver excel in their fields. You only need to look at the likes of Amazon and Apple to see that.
Of course, it is difficult to achieve excellence when faced with the real challenges out there. But it’s important to deliver that emotive end-user experience that’s desired.
Obviously, even the most loyal customers can be swayed by discount vouchers that will encourage them to try somewhere new but they will still make future decisions based on their experience and the value that is delivered.
I had a friend that got a voucher for discounted manicure at a beauty salon, where the attention to detail was amazing. They had thought about everything in minute detail, in order to deliver the best possible customer experience. Needless to say, she switched, despite having been with her former nail technician for years.
You can gain competitive advantage
Research has shown that customer orientated companies who do their homework, improve processes and invest in technology always overtake their competitors in the success stakes.
Those that do strive for success always boast a strong purpose and leaders that make the difference in the day today management of the business.
All the extra effort of delivering a great customer experience is rewarded with repeat business, or a customer that perhaps stays a little longer the next time they patronise your establishment.
These loyal customers may well enable you to charge a little more, or attract the best talents in way of staff. And who doesn’t want that?!
You just need to have a vision of the whole journey and predict the interactions you will have with your customers to gain that advantage.
You don’t want your business to disappear
Some companies were top of their tree for a long time. You’d never predict that some of the big names would disappear from our high streets. But they do.
They close their doors and no longer exist. Or they get sold and become unrecognisable.
Others simply lose their way and lack direction, meaning and purpose.
So, please don’t underestimate the power of the consumer.
Here at the Monachie Project, we can help you understand your business from the customers’ perspective and help you become a customer-centric business who is focused on making a difference in customer experience strategy.