We are now in the age of the customer.
Companies no longer compete on product features.
Customer experience (#cx) leaders like Starbucks, Apple, Zappos and Disney have set new standards.
Consumers have more power than ever.
Your best opportunity to have a sustainable competitive advantage is to focus on the quality of every customer interaction.
You don't have to provide an outstanding customer experience every time but you do need to provide a consistently positive customer experience.
Customer satisfaction and experience scores have strong positive correlations with purchase, repurchase, revenue, profitability, shareholder value and likelihood to recommend. They have a strong negative correlation with likelihood to switch to a competitor.
Show your customers you, and your employees, are listening to them by engaging in a dialog with them online, via telephone and in person.
People like to do business with those they know, like and trust.
Get to know your customers and encourage your employees to do the same.
By doing so, you'll learn:
- What they like
- What they don't like
- What makes you "different and better" in their eyes
- How they define a satisfactory level of customer service
- How they define an outstanding customer experience
- Who they consider to be your competitors
- What your competitors do well, and not so well
- How you can improve your products
- How you can improve your services
- What problem you may be able to solve for them in the future