Too few organisations really focus on the overall customer experience. I remember in a previous life the “customer services” department (why did only one department see this as their priority???) measured the time it took each area to complete their part of the process. The challenge was that nobody was measuring the time taken to complete the end to end process… the bit that the customer experienced!!!
Each area had a high percentage of tasks completed within the target timescale, which meant that the perception of “customer service” internally, was that it was great! In reality the “elapsed time” end to end was far from it. And who takes the flack. That’s right… sales! So how do you get your customer service right.
Find out what your customers needs and expectations are. How? It’s not rocket science… ask them! Surveys, focus groups and client reviews are all opportunities to establish what your clients want and how you’re doing against their expectations.
Design your service proposition and the processes that underpin it, in such a way that it allows you to meet those expectations consistently, profitably and in a way that is different to everyone else. It takes time, but it’s worth the effort. View your proposition as your “promise” and integrate that into everything you do.
Develop a culture of “good enough isn’t good enough”. Constantly seek ways to create even more value to continually exceed their expectations. Look at each and every client touchpoint and examine hoe you can create the wow factor to exceed your client’s expectations.
Easy to say, but trickier to do. Then again you could just continue to accept mediocrity and hope your clients don’t care.