The problem with customer experience




Happy young businesswoman with headset isolated over white backgAt all of the networking events and exhibitions for the call center industry, for example, I hear talk about Customer Experience Management; however in the vast majority of instances, it is just IT companies simply attempting to sell in some kind of magical solution that will somehow, overnight, solve all of their client’s woes. The reality is usually as far from that as you can get.

Despite there being many millions of pounds spent each year on CRM systems, Predictive Diallers & IVR technology; for many consumers, the Customer Experience is sadly just as bad as it ever was!

I’m not suggesting that, if used properly, IT solutions cannot help create a good customer experience – First Direct Bank is a case in point as to how technology can be used properly to help create a great customer experience . It is, however, the word “help” that is key here.

In many cases, a new system or process is seen as the solution rather than a means to an end. A system should, of course, never be seen as more than just a tool to help create a customer experience. It is not the tool itself, but how it is used that determines exactly how good an experience is achieved.

The main problem with Customer Experience is that most people who claim to work in this area forget the starting point, which, of course, should be the customer. Customer Experience, put in the most simple of terms, is about seeing things from the customer’s perspective; and then trying to make changes to the way that you do business in order that you can both improve the customer’s experience and maximise the business’ profitability.

If it is a new system that helps you to change the way you do business for the positive to both meet the customer’s expectations and improve your profitability, then the tool is being utilised properly. However, in many (if not most) instances, they are not.

Rather than an organisation putting their hand in their pocket to fork out on an expensive IT solution, maybe they should just spend a little time walking in the shoes of their customer…

Tell us does your organization thinks IT solution = customer experience.

To know how you can optimize your processes to deliver exceptional customer experience, contact us.

Beyond repeat customers, building true brand loyalty


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