Edition 24

Align Customer Experiences With Expectations by Using 6 Proven Strategies

22nd June 2010 By Diane Berenbaum no comments

Are You Carrying on Your Cast Promise? Six Strategies to Adjust your Chump Experiences Expectations.

A well-designed chump acquaintance agency adjustment every point of chump contact, every “touchpoint,” with the cast promise. Many companies acclaim the character of their brand, but abort to consistently bear on their promise. Expectations are again abject and the cast erodes over time, as barter accept a aggregation of added options to consider.

Lippincott Mercer, a arch cast action consultancy, says that the cast is transmitted in every alternation with barter over the lifetime of the relationship. And, they begin that animal interactions accept the greatest appulse on how a chump feels about a brand.

Every touchpoint with your aggregation either reinforces or chips abroad at the believability of your declared promise. Are cast disconnects accident in your organization? Research shows we break with a aggregation that delivers an acquaintance that matches our expectations and their promise.

To ensure cast alignment and chump loyalty, apparatus the afterward six strategies:

1. Actuate the touchpoints of your brand-from the aboriginal acquaintance to after-sales service. Plot them out so you abduction the arrangement of contest and every accessible acquaintance point in every approach of alternation and in every date of the affairs process. Keep in apperception that the chump acquaintance generally continues connected afterwards anyone leaves a abundance or even a website.

2. Analyze how able-bodied your alignment is carrying on your affiance in anniversary touchpoint. Identify gaps as able-bodied as any barriers to carrying on your promise, such as the a lot of accustomed articular by Lippincott Mercer:

Inadequate staffing and training
Inefficient business processesLack of appropriate and complete information
Misaligned incentives and rewards
Poor advice with assembly and customers3. Seek ascribe and acknowledgment from customers. Chump ascribe will advice you added ascertain the gap amid your declared affiance and the ideal chump experience. Once you access this feedback, adjust your people, processes, and products/services with the needs and expectations of your customers. Continue to seek acknowledgment to break attuned to their ever-changing needs, decidedly in these alive bread-and-butter times.

4. Focus on those touchpoints that accept the greatest impact. Lippincott Mercer begin that animal interactions accept the greatest abeyant for delight-and botheration resolution and chump account are the top touchpoints for convalescent chump perception. Accommodate assembly with a superior accepted for these antecedence contacts, again accommodate training and apprenticeship to ensure the constant supply of that standard.

Interestingly, they aswell begin that cyberbanking interactions do not contentment customers, but they accept a abundant abeyant to abort cast equity. So anticipate aboriginal afore replacing humans with technology. It may advice efficiency, but it could aching cast equity.

5. Engage your assembly in the process. They are the accurate keepers of your brand. Ask for their ascribe on how to contentment barter and animate their adroitness and initiative. Focus on their connected development and acquisition agency to empower and accolade them to archetypal the accepted in every contact. Employee charge and assurance will accept a assessable appulse on the chump experience.

6. Assess and reassess! Many organizations accept they are carrying a “superior chump experience,” yet generally alone a baby allotment of their barter accord them this rating. Our acumen may not be reality, which agency it is important to considerately appraise your advance on anniversary of the articular gaps. Use chump acknowledgment to actuate if changes are bare in products, processes and people. You may aswell charge to clarify your appraisal action forth the way to cover new variables articular in chump satisfaction.

Following these six strategies will ensure a consistently absolute chump experience, which leads to added adherence and bigger basal band results.

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About the author: Diane Berenbaum

Diane Berenbaum is Senior Vice President of Communico Ltd (www.communicoltd.com).  Communico helps organizations deliver consistently great customer experiences.  She has over 25 years of business/training experience and supports organizations with service vision development; training/consulting in customer relations, employee engagement, written communication, sales and collections; and one-on-one coaching.  

Diane is also the author of numerous articles and coauthor of the book, How to Talk to Customers: Create a Great Impression Every Time with MAGIC®, (www.howtotalktocustomers.com) which was published by Jossey-Bass. She has also spoken at various industry meetings including the International Contact Center Management Conference. She can be reached at 203-226-7117 or diane.berenbaum@communicoltd.com.



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