Customer experience is important – that’s a fact. In any environment and conditions.
And there is often a gap between the views of customers and business leaders. CEOs often overrate the CX delivered, and their customers have a different view of their experience.
We can avoid this trap by listening objectively to people’s experiences, stand in their shoes, and think of how things can be made a whole lot easier. There’s always opportunity for improvement. It can be the simple things that make a great difference.
Improvement doesn’t need to be complex or expensive. We can make small changes like: answer questions better, provide better information at different points in their journey, listen more carefully, provide a surprise which they would value, etc, etc.
If we improve the simple things, we can make a great deal of difference! Without improving the simple things, other improvements can feel insulting to customers.
Here’s a short form which I’ve created to make your journey easier (I’m practicing what I’m preaching). This will enable you to summarise key elements of your customer experience. Most importantly, you’ll hopefully gain insights and inspiration.
Here are some statistics to back up what I’m saying. Other significant research is available here.
- 90% of top companies compete primarily on the basis of customer experience – up from just 36% in 2010 (Forbes)
- 84% of companies that work to improve their customer experience report an increase in their revenue. (Dimension Data)
- 73% of consumers say a good experience is key in influencing their brand loyalties. (PWC)
- Customer-centric companies are 60% more profitable than companies that don’t focus on customers. (Deloitte)
I wish you every success!
Until next time,
Anthony Butler
