Why is that? Why is it, that company leaders admits and discuss customer service, but the follow through is really bad? The painful answer is they are not prepared to spend the cash. But that isn’t a satisfying solution. So why do we suffer with such pedestrian client experience?
There are three crucial aspects causing this.
- Lack of imagination. Lack of imagination is an issue all of us suffer from. It is not easy to think of creative ideas, particularly from active people looking at spreadsheets and having substantial responsibilities. Additionally, the danger of making up a poor idea can oftentimes be more costly than the reward.
- Loss aversion. Loss aversion means losing something we possess and feeling worse than not getting something we need. Behavioral economists have done many experiments to demonstrate this truth. An executive making a determination about improving customer experience dangers an investment using a somewhat uncertain yield. An investment in new automation or even in a voucher offer has a rather clear expected payoff. The loss aversion comes into play when considering investing extra dollars with an unclear yield. It feels like giving something up.
- Clients’ minds. Customers sometimes feel that the experience is lacking, whether that’s truly the case or not. Part of this experience, therefore, resides in clients’ minds. To a degree the most essential part of the experience resides in the mind.
The reason delighting customers is so important is simple mathematics. Delighted customers return and shop with you. They invest more than first time clients, and they tell their friends about you. The above three factors are at the center of developing a brand both offline and online.
As online retailers it might even be more challenging to offer an experience that results in growth. We do not see our customers; in many instances the only physical touch is when FedEx or UPS delivers the package. With the deck stacked against us, what do we do?
The first step in providing unique experiences is in knowing that clients have a choice. Today more than ever before clients have options. For an internet merchant to not feel like everybody else there has to be a framework that provides an unmatched experience for an acceptable cost.
The framework I am proposing revolves around supplying customers leadership, connection, and creativity.
- Direction is a part of a Provider’s”why.” A fantastic explanation stems from Simon Synk’s publication Start with Why. This permits clients to identify with the business. It explains to them why they need to be involved with a business and why they’re choosing a certain product. They could identify with a new and the purchase that they make becomes part of the identity. It will help define them to others and themselves. That’s the reason they buy a Mac not a PC, have a Harley jacket or tattoo, and Starbucks coffee.
- Relationship feels tenuous in space selling like ecommerce. It is, however, attainable. Relationships are created between individuals. To put it differently, there’s absolutely no new technology which may be set up on a site to deliver deeper relationships with clients. We have to develop a culture that supports the development of relationships. The easiest way for a business to create relationships and a special civilization is to celebrate and reward the behaviour of creating relationships with customers, particularly with the frontline customer support personnel.
- Creativity is in our blood. As kids we are typically curious. As adults, however, the pressures of this daily and the boxes all of us put ourselves in diminish our imagination. Harnessing the creativity of your company — or more correctly the people in the organization — can propel the consumer experience and the organization to new heights. The creativity is expressed in the treatment of customers, new product releases, and the majority of the touch points between a merchant and a consumer. We specify touch points as each chance customers need to interact with your brand.
Thus, a customer-driven company is challenging to attain. However, it can be achieved. Begin with these steps.
- Study your customers’ behaviour.
- Define your company’s “why.”
- Employ your business’s why throughout the business.
- Communicate your company’s why to clients.
- Define your culture or the culture you would like to have.
- Invest in strengthening and building the culture.
- Develop creative offerings and communication modes with clients.
- Create an post-sale email drip effort to communicate with clients and guarantee their complete happiness with your service or product.
The above steps are cheap but offer enormous return, continuous growth, and an enjoyable environment for all stakeholders in the business.