4 secret ways to delighting your customers

image-6So what does it take to deliver a consistently top-level customer experience? Sadly, there is no short cut to becoming best in class. Most companies take years. But there are four things you can do to get off to a good start:

Clarify. Before you embark on a customer-experience transformation, put as much effort and rigor into understanding your employees as you do into understanding your customers. Treat interviews, surveys, and suggestion boxes as important sources of information. Combine the input you receive with customer satisfaction scores, business metrics, and employee churn rates to isolate the issues that matter most to your employees and your business.

Align. Define a common purpose that encapsulates what your organization stands for, and make it the emotional pivot around which all your employee and customer strategies revolve. Forget slick marketing campaigns; instead, use common purpose to rouse your people to action on the things that count. Make sure all your leaders are 100 percent on board. Without their commitment, communication and implementation will soon break down.

Reinforce. Even the best customer-experience program is of no use unless leaders put their commitment into practice by being role models for the behaviors they want employees to adopt. Seeing leaders acting in a new way encourages employees to follow suit and makes common purpose a living reality within the organization. To help the changes stick you need a systematic reinforcement program combining training, coaching, and 360-degree feedback mechanisms. Develop metrics to track how employees are performing, and intervene when necessary. Training and coaching should evolve over time as the needs of employees and the organization change.

Empower. Clarity about expectations plus freedom to act equals an empowered front line. Establish quality standards to ensure your people make real-time decisions that are consistent with your common purpose. Then support your quality standards with behavioral guidelines to shape your desired customer experience and enable your staff to measure, coach, recognize, and reward one another in their day-to-day work. Armed with this framework, they’ll be able to handle every customer encounter in a way that expresses your company’s vision and values.

Technological advances have made it much easier for business enterprises to understand customers on an individual basis. Even so, engaging with them is still largely done by people at the front line, through personal contact. The continuous relationship of trust with customers that companies seek to nurture is built one interaction at a time. That’s what your people are hired to do. So to create an emotional bond with your customers, start by engaging your employees.

To know more about how we can help you in delighting your customers, contact us.

Beyond repeat customers, building true brand loyalty

BrandLoyalty

For many organizations, repeat customers are the sign of brand loyalty. However, at Infinis Consulting, we believe that true brand loyalty is something entirely different and far more meaningful.

How can you tell the difference between FALSE and TRUE loyalty? Try this activity:

Think of a brand that you have a long-lasting relationship with, and ask yourself the following questions:

  • Do you spend more time or money with the company in repeated purchases?
  • Have you stopped looking into offerings provided by competitors?
  • Do you travel longer distances or wait longer to do business with them?
  • Do you forgive them when they make small mistakes?
  • Do you tell others about your positive experiences and recommend the company to others?

If you answered, ‘yes,’ to these questions you may – or may not – be truly loyal to this brand. For example, customers that appear loyal may simply be unaware or unable to access competitors or alternatives. Now, ask yourself another important question. How you would feel if this brand went out of business?

We believe that true loyalty is the presence of deep attachment to the brand, not simply the presence of repeated purchase behavior. Even though customers engage in repeated business with a brand, it may not necessarily translate into deep attachment.

How would your customers feel if your brand no longer existed?

We have learned that to earn true loyalty an organization must deliver a superior brand experience consistently over time. Deep attachment does not simply occur after one excellent experience in the midst of average or below average experiences. Aim to exceed expectations at every customer touch point (hint: not just the obvious ones).

How does your organization develop true brand loyalty? Contact us