If you think that a memorable and positive customer experience comes on its own, without any strategy in between, you better think twice. I invite you to continue reading and take into account the advice we share here so that you can provide the best customer experience.
Companies that excel at customer service routinely engage in a set of practices that prove to be high quality. It's true that manufacturers don't wake up one morning and think about how they're going to produce top-notch devices; they plan ahead and prepare for it. Likewise, retail stores have practices in place to keep their supply chains flowing and their warehouses stocked, and media outlets have processes in place to get news to be made available online or through their various channels. This is how big companies do business.
What's behind the customer experience?
Companies that want to produce high-quality customer experiences also need to routinely perform a set of practices, based on six high-level disciplines: strategy, customer insights, design, measurement, governance, and culture.
Strategy
Strategy is your game plan. It is a set of practices to develop the steps to follow to achieve the customer experience. This should be aligned with the company's overall strategy and brand attributes.
It is important to share the strategy with employees in order to guide tunisia phone number decision making and priorities throughout the organization.
Customer experience strategy defines what you intend. For example, the experience at Costco, the warehouse store where customers push giant carts through long aisles filled with reasonably priced products, is very different from the experience at an Apple store, where customers see a selection of comparatively expensive products and get expert assistance in choosing the right one. Costco’s experience aligns with its overall strategy of being a cost leader; Apple’s aligns with its innovation strategy. How do you plan a customer experience strategy?
Customer Knowledge
The discipline of customer insight is a set of practices that help us understand who our customers are, what they want and need, and how they perceive the interactions they are having with our company.
The discipline of customer insight is critical. Without this level of insight, you risk frustrating and boring your customers with your well-intentioned efforts to serve them.
I also recommend reading: How to define and understand your audience by conducting online surveys .
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