I write and speak A LOT about how important evaluation is. The first step to understanding your customer experience is to truly, realistically evaluate it.
Here are a few areas you think are working within your company, but aren’t:
1. Your “social media strategy” consisting of your college-aged nephew and the occasional “our customers love us” tweet from you.
2. Your warm front desk reception – the woman who treats YOU really well when you walk in? She doesn’t treat others the same way. Your employees get the stink eye if they ask for favors.
3. Your carefully worded press release about your latest product launch. It’s boring. And nobody cares because you post it on your site and hope for the best.
4. Your invoices which get paid on time because they have a due date on them. They do not have a sincere thank you (aside from the preprinted “Thanks for your business!” on the template) nor do they have a personal note.
5. Your mandated customer service training employees loathe. They are not taking notes on those laptops – they are Facebooking to pass the time.
Here’s the tricky thing about customer experience. It’s HUGE. And it’s super small. So while your BIG processes might be working just “fine,” the little things that chip away at customer relationships might not be.
I read somewhere that the number one behavior that destroys marriages is one spouse criticizing the other over and over. It’s not the big thing you might expect – it’s the daily drip-drip-drip erosion that creates the impassable crater.
So think about ONE area you think is working well within your company. Now go fix it.