Everyone’s talking about customer experience, whether they are coming from the view of a customer (since we are all customers of something really) or if they’re coming from a strategic business perspective, wanting to improve customer experience for a competitive advantage. Don Peppers of the Peppers & Rogers Group wrote about his top 4 characteristics of a seamless customer experience, here’s our take.
We believe that branding is the promise you make; customer experience is the promise you keep. Sometimes it’s difficult to keep promises that’s why it’s important to continually check, is your customer experience seamless? Does your customer experience have these four characteristics?
- Reliable: Products and services built to break or are full of holes aren’t reliable nor are they set up to have a promising future for both the customer and the producer. “Your product or service should perform as advertised, without failing or breaking down.” Keep the promises you made when your customer first signed up and that will ensure you a base of happy and loyal customers.
- Relevant: Don Peppers sees this characteristic as what he calls “customer competence”. He mentions that companies should, once they have learnt a customers’ details, it should be remembered. To add, we believe it is extremely important to know and understand your customers. If you think you know what your customers want, you’re probably wrong because only they know and the only way to find out is to get to know them. So listen to your customers!
- Valuable: If you make yourself relevant to a certain target customer, you should also make yourself valuable to them. Not only should your product/service provide your customers with great value for money but they should also become something that is seen as irreplaceable. These companies are called charismatic brands, where customers can’t seem to find an equal or second option for your product/service. Therefore build your brand as valuable to your target customer so that your customers become true fans.
- Honest: Genuine honesty creates a human organisation and will build brand stories that are unforgettable and therefore truly valuable for your company. We’ve mentioned this before in our previous post (2. Always put your customers first).