A lot of businesses think they are customer-centred, but are they really? Most customers would disagree!
What does it take to make customers happy and keep them coming back for more?
Imagine a cafe where you have to queue for 15 minutes just to order a drink, but only to find the cashier is preparing food and making coffee as you pay for your order. It makes you, the customer, feel like the owner is scrimping on costs. It feels as though the bank has refused you a credit -card or loan and refuses to tell you why.
It’s annoying. It drives customers away to go to another business instead.
Even if your business is booming, and customers don’t complain about your service, it’s a worthwhile exercise to review (on a regular basis!) how you deliver your service and consider the journey your customer takes from their perspective.
To make sure no interaction slips through the cracks, it helps to map out every touch-point or experience along the customer journey. Understand what action the customer physically takes, how long it takes them, and how they feel emotionally. The customer journey mapping process can be completed by an organisation of any size, using data relevant to you and your business.
For positive customer engagement to happen, you want to make every experience a customer has with your enterprise as good as it can possibly be. Each interaction you have with your customer – whether it’s on the phone, website, in-person, social media – impacts how they feel about you. This in turn impacts how much they’re likely to spend and talk about you when you’re not there.
While it is hard to quantify the return on investment (ROI) on customer-centricity to your start-up’s bottom line, it is easy to understand the impact this way of running your business has on building customer retention, improving your market reputation, building more advocates for your brand.
If this doesn’t convince you, this might. Amazon CEO Jeff Bezos leaves an empty chair at all important meetings. Why does he do that? That empty space represents the customer – an invisible presence to whom all employees are answerable.
Over to you. When was the last time you reviewed the your hero customer’s journey?
This blog post is contributed by Victoria Pace, our customer journey expert. Get in touch with us if you want her to facilitate an in-house workshop with your team or at your company.
Or, join us at our workshop. Victoria will be conducting one on customer journey. Seats are going off fast. Get your ticket now.