4. The Goal makes a difference! Our goal should be to provide what Customers really want. So, we can create increasingly higher levels of customer loyalty
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6. What Customers REALLY Want: Compelling Experience What Business Supplies: Customer Service The First Disconnection
13. What Customers REALLY Want: Personal Focus What Business Supplies: Product Focus The Second Disconnection
14. Customers do not buy the product They buy what the product will do for them Questions to ask Is there Empathy and Passion for the customer at all levels in our organization? Are the engineers / shop floor/ back office folks in our organization as committed to the customer as the sales team?
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17. What Customers REALLY Want: Reciprocal Loyalty What Business Supplies: Endless Loyalty The Third Disconnection
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19. What Customers REALLY Want: Differentiation What Business Supplies: Sameness The Fourth Disconnection
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21. What Customers REALLY Want: Coordination What Business Supplies: Confusion The Fifth Disconnection
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23. What Customers REALLY Want: Innovation What Business Supplies: Status Quo The Sixth Disconnection
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25. So where do we begin? Jim Collins in his book Good to Great says – “ good is the enemy of great”
Notas do Editor
The need for organizations is to create ‘an inviting place’ for their customer, whether in person, on the telephone or online and how they provide choices to the customer to satisfy the needs. ‘Creating Positive Customer Experience’ is inspired by Scott Mckain’s book ‘What customers REALLY want’. We would like to share with you some key points that help us to build positive customer experience.
These questions help us to introspect. It also identifies areas that can cause Customer Disconnections. It helps us to empowers our team members to act like “intrapreneurs” to satisfy the customer. And thus, helps to tear down the barriers to exceptional customer service.
Customers are looking for people who take responsibility for their actions. So, if you hear the problem and you take care of the problem, the customer can be very forgiving. Relationships are the essence of customer service. We can get the edge by developing a strong relationship with our customers. Never take that relationship for granted! Customers want a connection that transcends mere transaction.
The business needs to be focus on what the customer really wants. We may have the best of the product/services, but if our customers opt for our competitors product or service, we loose out on the customer loyalty and of course the business. We should never loose the sight of this Goal – creating positive experience for the customer at all levels of interaction.
This is what is commonly felt. Scott Mckain says –most organizations face these challenges. Hence to revisit our interactions with the customer, gives us new insights to what the customer really wants. Each of these points have been discussed in the subsequent slides.
A simple example will help relate. Let us look at the Air travel that you & I often experience. It all starts at the check-in counter, we collect our boarding passes, send the Luggage, if any, after scanning and proceed for the next step. Complete the process of Security check, await announcement for boarding. Feel like being ‘dumped’ in the bus to reach the aircraft. We then board the flight. An airhostess, most often, with the plastic smile welcomes you on board, ,you settle into your seat for the onward journey! All of this is so mechanical a process that the we really don’t expect or feel a “positive experience” . Nothing changes even when you disembark! Once again, you wait for the luggage, sometimes endlessly! You look around, may not find anyone from the airlines, who can give you a response or offer some help! One feels like being processed – customer processing and not really customer service! Now recollect those situations where things would have been different and you were left with a positive feeling ! Did you consciously or unconsciously contribute to their business, share a positive thought with friends/ colleagues? We have then contributed to the positive Word of Mouth (WOM).
Whitney Tilson a columnist writes : “ Consistently delivering an exceptionally positive customer experience is the key to long term business success in any industry. Doing so,however,is extremely complex and difficult. Yet once achieved, it can feed on itself, creating a virtuous cycle and in becoming a powerful competitive advantage – one that can be very difficult for competition to match.”
Question to ask ourselves : Does your organization really know more about your customer than your competition does? Once caveat : Use the knowledge with subtlety and restraint.
Sounds like an Oxymoron! Empathy must be a part of the ‘Corporate DNA’ When the organization not only accepts it but also makes it a matter of high priority, it is then “Systematic Empathy” Now, which customer wouldn’t want that from the place they do business?
Organization focus upon their own products and services. Two basic reasons for this are: It’s easier – Respond with facts and figures. We are in control of Marketing , Sales We’re desperate – Stimulate sales This does not mean forget the product! The key is to have a customer focus . Every step of the way as it relates to the product – design & marketing. The higher the level of customization, the more emotional impact the product or service has on the customer.
Lets ask a few questions : What amount of time does the sales person spend listening to the customers versus talking to them? Do we need to test the product / services knowledge of all team members regularly? What specific steps do you take to prove to your customer, that you care about them?
Relationships aren't subject to ‘closing’. True relationship has reciprocal loyalty.
The highest level of customer interaction and loyalty is when the customer becomes your “advocate”. They become promoters of your business for you! Ken Blanchard, the management guru, uses a term “ Raving fans !” It doesn’t matter how many new customers you are bringing in the front , if you are losing more out from the back!
Constant repetition of an identical experience reduces connection and sensation about the experience. Unless we create a strategy that keeps the experience fresh, we are sowing the seeds for disconnection. Ask yourself and your colleagues the Strategic differentiation questions on the following : Difference – US Vs COMPETITORS Programs to prevent frontline employees from becoming bored Prevent “loyalty fatigue” - Provide variety
Wall street Journal – March 22, 2004 stated – “when one hand doesn't know what the other hand is doing, customers notice. And they aren't pleased.” When the Customer perceives lack of coordination, confusion usually results. Sometimes confusion in the marketplace is intentionally generated by our competitors.
Innovation is a risky business. However, by not pursuing a course of creativity, you may be dooming yourself. Every leader should understand that there are inherent – and often overlooked – dangers in pursuing the course of imitation. So does that mean we stop innovation?
Aristotle said there are three principle approaches or means to persuasion in speech. 1. Ethos : an appeal based on the character and credibility of the presenter. 2. Logos : an appeal through the argument of the apparent truth of the matter being presented 3. Pathos : an appeal to the emotions of the audience
We have seen the reasons for customer disconnections, Also tried to explore & help you to introspect what could be ways that you may want your team to bring about Positive Customer Experience. The following are the books we used to bring you this quarter’s eZine : What customers Really want by Scott Mckain The Nordstrom way to Customer Service excellence by Robert Spector and Patrick Mc Carthy
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