What is a great customer experience? To some degree a great customer experience is in the eye of the beholder. However, there are attributes that most customers would agree make for a great experience. Things like:
- Relevance (right time, right place, with the right products, services and messages)
- Overall value
In today’s economy, there is a lot of competition for a share of my wallet. The company that most closely aligns with the attributes of a great experience will have a higher share of my wallet. It’s as simple as that.
Examples of great customer experience:
- My bank. When I visit the ATM, my preferences are stored and offered to me up front at every transaction. I feel like they know me. They wish me happy birthday and offer me relevant and timely add-on services.
- My pet store. When I visit the store, they help me find the right product. They provide advice and consultation on pet issues
Examples of a poor customer experience:
- My cable company. Over the last two or three months, I have had numerous problems when attempting to order on-demand movies. There’s an app for that! They have a mobile app, but I have never been offered the mobile app during any interaction. As a loyal customer who has three of their services, you would think they would understand that I have been having issues with the service.
You would think my cable company would see a pattern in my buying and notice that I haven’t purchased a movie for months, and maybe ask why. They could offer me a coupon for a free movie, or call me or message me to ask if I would like an agent to contact me to correct the issue. That would be a great customer experience — showing they know me and care about me. Instead, I am actively searching for an alternative service. I plan to cancel my service as soon as I have an alternative identified. Now I won’t give them another chance — it’s too late.
Why is the burden on the customer to tell an enterprise when the service isn’t working or is not satisfying them? Why can’t companies use all of the information they have about me and my interactions with them to create a great experience? The companies that figure this out will see a great benefit — increasing customer loyalty and share of wallet — guaranteed.