It’s a long time now since customer loyalty was just about offering good prices and delivering high quality products. In a crowded market place populated by the most informed and discerning customers that businesses have ever had to deal with, price and convenience simply won’t cut the mustard.
more positively with the brand, means that the need for a great customer experience is now vital. To understand the experiences you’re currently providing customers, you’ll need to build in a clear Voice of the Customer programme, to capture the views of customers and pinpoint the areas to focus on.
Consumers are not only prepared to search for a discount, a better solution or an enhanced service but they are also prepared to walk away which puts even greater pressure on businesses to deliver something ‘extra’ to increase brand loyalty.
What’s the recipe for customer experience (CX) success? Well, there are some key ingredients that you need to lay your hands on…
1.A handful of stakeholders from around the business
The desire to attract customers, make them loyal and turn them into your advocates, and to motivate less-committed customers to engage
You can’t build a CX programme in a vacuum. It’s vital that you include people from across your company, rather than only those people who are involved purely in customer experience
ISSUE SEVENTEEN • NOVEMBER 2014
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Karine Del Moro has her own tasty recipe for future success when it comes down to the customer experience and here she lists eight winning ingredients in true Master Chef fashion