Transform Customer Experience
Wouldn’t you like to amaze your customers with an outstanding customer experience?
Customer service is one of the most important aspects that will determine the success of a business in any industry. Customer service is much more than just being polite and using a lot of “please and thank you”. It is about predicting what could cause a bad experience and proactively fixing before it affects your customer. One is to make the customer experience anticipatory, proactive and preventative across the end-to-end customer lifecycle.
Helping customers prevent problems not only reduces service cost and problems, it shows you care and is one of the most powerful delighters, raising recommend scores by as much as 30 percent. While salespeople hate talking about problems when trying to sell a product, the customers’ reaction is, “you care enough to warn me how to avoid issues.”
There are four actions that will help you to enhance the customer experience, prevent problems and maximize the bottom line.
1. Identify events across the entire customer journey that are prone to unpleasant surprises.
Create a process map of the end-to-end customer experience and identify areas where problems occur, often not due to your actions but due to third parties or customer errors. For example, Harley Davidson noted that bikes stored outdoors in the winter will suffer from dead batteries and won’t start the first nice Spring day. They warn customers on the website and via emails and offer inexpensive chargers to help customers avoid disappointment.
2. The marketing and sales departments must be honest in setting customer expectations.
Proactively communicating about possible problems is a best practice. Few customers read their homeowners insurance policies which often have surprising limitations and exclusion creating anger when a claim is denied for items thought covered. Farmers Insurance has just initiated a savvy ad campaign entitled “Find the Gaps.” While the sales department hates highlighting limitations, the customer’s reaction, is “Thanks for warning me, can I buy a rider to cover this exclusion?’ Translation — can I give you more money?
3. Identify when company operational actions will impact the customer experience and proactively let customers know.
This strategy is simple, delivering the information just before the customer asks for it. A credit card company started texting customers two days before a late payment penalty will be imposed — while only a minority of customers make the payment to avoid the charge, they all appreciate that the company cares enough to communicate. Once programmed, this text message can be sent with little or no cost but great positive impact.
4. Develop processes to be easy to do business with at each customer touch-point.
United Health Care noted that guardians and spouses often called on behalf of loved ones, but every time had to get their permission to discuss their account due to HIPPA regulations. UHC eliminated this frustrating, bureaucratic hurdle by creating a voice print of calling guardian or spouse linked to the permission so that the authentication must only be done once, not every time the guardian calls.
At the end of the day we must make it as simple as possible for the customers to buy and/or use the product and/or services we provide. It is unacceptable to loose a customer over a bad customer experience. The amount of resources invested to obtain a new customer are very elevated in today’s competitive market to just let go of a customer for something that could have been easily prevented or resolved.
Contact us for any questions you might have. Well be more than happy to provide a feasible solution.