Managing the Customer Experience
Turning Customers into Advocates. Shaun Smith and Joe Wheeler
Customer Satisfaction is no longer enough. Satisfied customers are not loyal customers. They shop around – they may like you, but not enough to resist the temptations of your competitors.
Truly loyal customers can’t imagine doing business with anyone else.
Companies who have such customers have managed to create a customer experience that is consistent, intentional, differentiated, and valuable.
According to the book the following is required: –
* Development / maintenance of a differentiated service experience (service visioning) for our clients that is credible (consistent and intentional) and relevant (valuable) to their customers
* Communication and training of all stakeholders (internal and external) in a way that is immediately recognizable (in terms of content and style).
* Alignment of people, processes, systems, day to day operations, training, management styles and structures with the service promise
* Improvement of lead indicators (customer satisfaction and brand value) in the short term with a view to impacting lag indicators (market share, sales turnover and profit) in the longer term