Memorable Experiences for the Customer : The Result
Our reference, mentioned that: “Because a lot of customer experiences are a direct result of the messages of the brand or the company’s actual products, but customer perceptions, are the clients themselves, ie the full range and the naked reality of their previous experiences and expectations after positive or negative, that these have led, who must be monitored and surveyed. This level of customer care requires an integrated process where each function worry deliver a good experience and where senior management to ensure that supply these partial conceptions keep all in balance and connected to the bottom line. This process consists of three classes of customer monitoring: past patterns, current patterns and potential employers. “
Another important aspect to consider is whether all customers of the company should be treated the same way, ie they should provide consistently memorable experiences and equal to all. The answer is probably NO, but it is necessary to analyze this in detail. Becomes effective is where the issue of classifying customers, a subject which has much ground for evaluation. Anyway, whatever the business scenario, most companies have a portfolio of clients that can be grouped and clearly some of these groups are of greater value to the company than others. Therefore, when designing the contact points that ensure a positive experience, one must take into account, according to the customer value for the company, the extent to which the organization is willing to invest on creating memorable experiences for each customer segments.
Some of the key recommendations that we can do about it:
Identify customer groups or segments of your business, according to the value they represent for your business.
Design a map of the points of contact and interaction with each of these customer segments throughout its life cycle.
An analysis of what are the elements that can create memorable experiences for customers in each of these points of interaction. Use survey techniques, focus group, etc..
Identify behavior pattern of these groups and enrich customer contact points, under a cost / benefit analysis to create perceived value and success stories. Remember that this is a highly subjective topic, try to identify patterns and trends with significant samples.
Finally, an important consideration has to do with the experience of the employee. “The customer experience does not improve until it becomes a high priority and work processes, systems and structure of a company to reflect this change. When employees observe senior managers persistently demanding information about the customer experience and use it to make tough decisions, their decisions are conditioned by that awareness. “At all points of interaction in which employees are involved, there is high human component in the execution of a positive experience for the customer. To the extent that employees do not participate actively in the development of memorable experiences, the efforts made by the company may fail. This is why it is very important the human element of corporate culture in the design of a process model of interaction on the client, when a high percentage of the interaction is developed by employees.