Perfecting the customer experience

Perfecting the Customer Experience

Agenda

Importance of Customers

Customer Experience Defined

Customer Experience Experts

Exercise

Perfecting the Customer Experience

Questions

Tell me about your most memorable customer

experience

Importance of Customers

Without customers an organisation would not exist

Repeat business is the backbone of selling

The purpose of an organisation is to fill the needs of the customers

Customer Retention

It costs five times as much to attract new customers as it does to keep an existing one

Building customer relationships:

1.One-off purchasers

2.Occasional users

3.Regular customers

4. Advocates

Customer SatisfactionMaking customers happy

Customer ExperienceMaking customers happy in so far that it solves their problem

Customer Experience Defined

“The sum of all experiences a customer has with an organisation.”

Not just about a rational experience (e.g. how quickly a phone is answered

More than 50 percent of a customer experience is subconscious, or how a customer feels

Not just about the ‘what,’ but also about the ‘how.

Its how they see their experience

● Understand your customers○ Communication is key

● Take Ownership○ Do not pass blame

● Be Responsive○ Act fast

● Be confident○ Demonstrate your knowledge

● Active Listening○ don’t make assumptions

Customer Experience Experts

Goldilocks & the Three Bears

Active Listening - True or False

1. Goldilocks was a small girlFalse - the story did not mention her age or size

2. Goldilocks knocked on the door before entering the houseTrue

3. The bears had porridge for breakfastFalse - we don’t know if the porridge was for breakfast or if the bears ate the food

4. Goldilocks ate all the porridge in the last bowlFalse - we know she ate enough food, we dont know if she ate the whole bowl

Perfecting the Customer Experience

Ongoing process

Customer feedback & research

Reviewing customer strategies

Measuring experiences our organization currently delivers

Train leaders to become customer experience experts

Educate the customers

Together we can perfect the customer

experience