I was just reading a report which said that 70% of buying experiences are based on how the customer feels they are being treated.
In the many workshops I run on customer experience we examine some universal laws applicable to how the customer experience is created. I draw upon nine truths, listed below, in my world of “experience”; each requires significant unlearning in its own right, a change in behaviour, enlightened leadership and an engaged workforce. However, to provide a simple outline of our thinking I list the headline approaches here:
Every approach to customer experience is driven by the mindset of the provider, where we offer “customer benefit” not “customer sacrifice”.
How we interact creates a universally personal impression, not only with customers but with everyone we meet.
There are stated givens: credibility, reliability and intimacy are all critical components to building trust.
People are instinctively self-centred; consequently we need to understand their needs and wants on both a tangible and intangible level.
Customer intimacy, employee engagement, business strategy, organisational commitment, institutional leavening, values-driven leadership and business modelling are all aligned to the experience they are trying to create.
A reduction in employee engagement is directly reflected in less engaged customers at a significant rate.
Value is in the eyes of the receiver not the giver. Our value is not what we do but what the other person receives on both a rational and emotional level.
Employees do what has mutual reward, is outcome based, measured and celebrated.