The big difference between companies in the global marketplace is customer perception. This is how a customer perceives a particular business by their interactions. Customer engagement for a business has a positive or negative effect based mostly on customer experience.
Customer experience is any interaction that a customer has with a business. This includes the purchase of a product to customer service that is provided if there is any type of problem. Companies have to do more than simply innovate products if they want to differentiate themselves. The use of a price strategy often leads to decreased profits.
One factor directly affecting a customer’s decision to purchase products or services from a company on the Internet or a local retailer is superior service. There are 3 lessons customer experience leaders need to fully understand to improve business performance. The customer experience perceived for a local or online business will need to be consistent before, during, and after a purchase is made.
The first lesson that needs to be learned by customer experience leaders is that this process will always be political. This means that a leader cannot let employees or subordinates offer competing alternatives that do not benefit the desired goal or objective, such as increased revenue. Short-term interests will be a hindrance to improved customer experience efforts. The purpose of customer experience leaders is to be a champion to the consistency and quality of the customer experience. One way to do this is to have a voice of the customer approach to any business improvements.
The second lesson for customer experience leaders is to embrace the cultural aspect of the process. The goal here is to move beyond the buzzword aspect of customer experience. This means expanding effort and meaning through the entire organization. Many times changes are made that are only short-term or streamline processes in the guise of improving the customer experience. Subordinates and workers will need to understand the vision of the organization towards customer experience. One way to do this will be to properly align customer needs with company goals and objectives.
The third lesson customer experience leaders need to learn is that most business problems are related to customer experience problems. This can be seen from the data obtained by a business. The collection of a set of data needs to be manageable and not overwhelming. One way to obtain the correct type of data is to use effective enterprise feedback management to answer predetermined questions.
Hayley is a business consultant, author and blogger residing in Arizona. She recommends Voice of Customer text analytics from Mindshare to maximize customer feedback.