Learn From The Leaders
How do Customer Experience Leading firms create such positive, memorable impressions on the people they serve? It doesn’t happen by accident. They all embrace some basic tenets when shaping their customer experience – principles that can very likely be applied to your own organization:
They aim for more than customer satisfaction.
Satisfied customers defect all the time. And customers who are merely satisfied are far less likely to drive business growth through referrals, repeat purchases and reduced price sensitivity. Maximizing the return on customer experience investments requires shaping interactions that cultivate loyalty, not just satisfaction.
They nail the basics, and then deliver pleasant surprises.
To achieve excellence, the Leaders execute on the basics exceptionally well, minimizing common customer frustrations and annoyances. They then focus on “nice to have” elements and other pleasant surprises, all of which help to create memorable peaks in the experience that strengthen customer engagement.
They understand that great experiences are intentional and emotional.
The Leading companies leave nothing to chance. They understand the universe of touchpoints that comprise their customer experience and they manage each of them very intentionally – choreographing the interaction so it not only addresses customers’ rational expectations, but also stirs their emotions in a positive way.
They shape customer impressions through cognitive science.
The Leading companies manage both the reality and the perception of their customer experience. They understand how the human mind interprets experiences and forms memories, and they use that knowledge of cognitive science to create more positive and loyalty-enhancing customer impressions.
They recognize the link between the customer and employee experience.
Happy, engaged employees help create happy, loyal customers (who, in turn, help create more happy, engaged employees!). The value of this virtuous cycle cannot be overstated, and it’s why the most successful companies address both the customer and the employee sides of this equation.