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A LOT OF PEOPLE TALK A LOT ABOUT CUSTOMER EXPERIENCE.
But what are they saying? My feeling is that they often don’t understand the half of it.
When your company dedicates itself to improving customer experience, it can gain a slew of benefits:
* Higher revenues and higher customer retention.
* Recognition from customers and others in the industry.
* A chance to thrive even when the industry as a whole is not thriving.
* Happier employees—who stick around and keep getting better and better.
* Happier customers—who stick around and keep buying more and more. It’s easy to upsell to customers that have had a great customer experience. Happy customers are wallet-opening customers.
Who are the winning companies when it comes to providing excellent and innovative customer experience? It’s no mystery.
The examples are splashed across the front covers of Forbes and Business Week: Southwest Airlines, Starbucks, Whole Foods Market, Apple, to name just a few.
SO HOW DID THEY DO IT?
When we talk about ”the customer experience,” people often assume we're talking about just two things: face-to-face interactions and call-center interactions. But that’s a very incomplete and impoverished view of customer experience.
And you really don’t want to put half of your customer-experience eggs in the call-center basket, not if your call center is the kind that so many customers complain about.
Customers Hate dealing with auto-dialer menus that loop and loop, or that merely lead them to powerless call center reps. Hate Hate Hate. Hate with a capital H.
The customer experience involves much more than these two possibilities. Customer experience encompasses the entire array of a customer’s interactions with and exposures to your company.
It all adds up to the customer’s perception of how well he is being treated and whether your product or service is worth buying.