A Simple Explanation of Customer Experience
Let’s simplify an overused, sometimes “overcomplicated” term: customer experience.
There are three important drivers of customer experience:
Technology: Technology is the IT systems in place to track and gather the data that is necessary to understand who the client is, the client satisfaction points, their history, Etc. This would be CRM systems, call centre operations and unified communications as examples. Often companies rely too much on this driver- it cannot stand alone.
Design: Design gives us the “look, smell & feel” of customer experience. We leave this to the web designers, interior and industrial designers who enhance the “click,” the bank lobbies and the Apple iPhones.
Connect: This is the interface to the customer and the most difficult of all three, as it involves direct contact with “fickle” humans and requires a behavioural change in the company delivering the experience, to be effective.
Both Technology and Design play an important role in Connect and without Connect, you lose the overall customer experience.
Customer service, ease of use on the company’s website and face to face interactions are the heart and soul of Connect and customer experience. It is where most companies fail and where they should be focusing,
Overall, if you use Technology, Design and Connect you will deliver great customer experience, which drives…
word of mouth marketing
loyalty
higher profits
…and more business.
Do or die.
Trip Allen, Team Egyii, Singapore
Tags: Banking, Communication Skills, Customer Experience, People Skills, Relationship Management
