Only one of them loves you, trusts you to buy what you recommend, buys more than the others and sings your praises to all their friends. You wish all your customers were like this but on average, they are only about 20% of your customers. They are the 80/20 rule: 80% of your profits from 20% of your customers. But what about the other 80%?
Customer Experience (CX) is often mistaken as customer service. The easiest way to explain the difference is: Customer Service creates a Customer Experience.
- Customer Service is the human, digital and physical interactions pre-through-post-sale. How easy was the sale? How quickly did you help the customer?
- Customer Experience is the emotions triggered by those interactions and every other “touch-point” with your company. Loyalty, trust, caring are examples of emotions.
A touch-point is every point-of-contact the customer makes with your company and industry and begins with their moment of need for your service. This is followed by the moment the customer becomes aware of your company. An ad, online review or referral from a friend could be positive or negative. That triggers an emotion. Other examples of touch-points: Your phone system, parking, payment methods and certainly every person in your company even if they are not customer facing. The janitor isn’t customer facing but the interaction with a dirty bathroom creates a poor customer experience.
There are three primary drivers of CX: Continue reading “Service already great? Then improve their happiness.”
The only way to know why your customers love or dislike you or know how to give them exactly what they want to make them happy (not what you “think” makes them happy) is to ask them.
How you ask them is crucial.
Some surveys are for marketing and sales and are important. Improving the customer experience requires questions targeting exactly that. They are designed to find out how to convert a “passive” customer into a “Promoter. A Promoter is a customer who loves doing business with you and is actively engaged in promoting you to friends and family.
Here are 10 questions to ask every one of your customers.