Customer loyalty is your organizations strongest asset. 2015 has to be about how you are going to make your Customer Experience your distinct competitive advantage. Before you can move forward creating a strategy, your leadership team needs to give your Company’s Customer Experience a checkup to recognize your strengths and weaknesses.
The Six Components of a Customer’s Experience
In order to create brand loyalty and Customer evangelists, you must operate at a high level in six distinct areas of business and constantly evaluate your company’s Customer experience across each category:
1. Physical: Deals with the actual brick-and-mortar component of your operation. These are the physical elements that are more permanent or long term, that cannot be changed daily.
2. Setting: Refers to the controllable setting you create daily. As Disney says, “Everything speaks from the doorknobs to the dining rooms sends a message to the guest.” The setting communicates a message about what you can provide your Customers. This isn’t always visual, it may be the music your customers hear when they call and are placed on hold or the mood your website creates. The setting reveals the characteristics of your business as they appeal to the five senses of your Customer: sight, sound, smell, touch, and taste.
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3. Functional: Refers to the ease of doing business with you-return policies, hours of operations, and other factors. Functionality has nothing to do with human interactions, such as being pleasant or saying please or thank you.
4. Technical: Refers to your staff’s level of expertise in their particular skills and in the company’s systems and equipment, such as product and job knowledge. Again, this has nothing to do with whether they are nice.
5. Operational: Refers to the actions that team members must execute behind the scenes before, during, and after a Customer’s experience. These actions assist in the day-to-day transactions with Customers, the tasks, compliances, and duties of our jobs.
6. Hospitality: Refers to the actions that team members execute while interacting with the Customer. Those actions that make the Customer say “WOW!” The Customer is delightfully surprised. Experiential actions are the reason why Customers return, refer others, and become brand evangelists. These include Secret Service, personalization, anticipating Customer’s needs, and others.
The Customer eXperience Executive Academy (CXEA) – One of the fastest growing C- level positions is the CXE – Customer eXperience Executive, also known as the CCO -Chief Customer Officer, or the CXO -Chief Xperience Officer. The CXEA is designed to prepare leaders like yourself for a new level of leadership. Enroll in the CXE Academy today and learn how to:
- Adapt The DiJulius Group’s trademarked X Commandments methodology and tailor it to your business
- Start a Customer Service Revolution in your organization
- Transform and improve the six components of your Customer’s experience
- Create a strong Service Vision that instills purpose in your employees