As soon as we hear ‘customer loyalty’ so we immediately think:
- Wow factors
- Going the extra mile
- Exceeding expectations
- Understanding needs
Or maybe at a higher level:
- Repeat business
However, does the former genuinely lead to the latter?
A recent study has shown that ‘exceeding expectations’ is not a precursor to guaranteeing repeat business and improved customer loyalty.
The finding of numerous studies was that being easy to do business with was the best way of getting customers to return.
Being effortless is certainly one of the tenets of creating exceptional ‘Customer Experience’ (the broader genre that customer service now sits within) and of course exceeding expectations – which implies first understanding and then acting on them – is still highly relevant as it is great for generating positive PR and word of mouth advertising.
However, are your staff prepared to deal with some of the other elements of delivering great customer experience including:
- Being stress free
- Stimulating the senses
- Being socially engaging
- Putting the customer in control
- Considering the emotions
Many of the elements can be addressed via process and infrastructure but a huge part of the customer experience is down to personal interactions. However,
- Is your training and hence service proposition (and so consequently customer experience) one dimensional, focussing on the traditional (but nonetheless important) ‘expectations’ element
- Are your competitors gaining advantage by developing more effective ‘frontline’ staff delivering a more compelling offer?
- How can you make the most of your people to help them contribute more (so feeling more valued) and keep the customers coming back?
brindis runs a session designed to be delivered at a senior level to give executives an appreciation of the elements that should be addressed. It can also be delivered at a more operational level to allow deeper consideration to be given to the Principles so creating a more effective ‘customer journey’ with more tightly defined interactions/touchpoints.
Get in touch if you would like to know more…