Though often used, the term “customer experience” gets little credit as the prime driver of revenue. In mediocre firms its just another word for customer service. It’s hidden back in the service department, often treated by the sales effort as an afterthought so the sale won’t bounce, or garners attention only when a customer is lost to a competitive sales offering.
Seeing this in a firm exposes a CEO who doesn’t get his hands dirty in the business. World class customer servicecomes from the top down and the top needs to set the example for the rest of the employees who deal with customers on a daily basis.
Imagine, a president of a firm has a policy that she spends a day a week in the field while the firm’s “C” level management is expected to be out 50% of their time. Don’t you think sales, support and admin get the message of top drawer “customer experience” in her organization?
Get the idea?
Truth be told, customer experience is the most important aspect of all businesses. Be it customers, patients, users, clients, experiencing world class service is paramount to your firm’s success. Look at the graphic to appreciate how customer experience affects all elements of revenue generation.
Enhancing the customer experience is everyone’s responsibility. Which, if you haven’t gotten the message,this comes from the high level executives.
- CEO’s business card does not have a title on it – This is necessary so they can show up at anytime with any level employee to make a customer call without having their higher level position impede the sales/courtesy call.
- Be unpretentious – don’t boast about how great your customer experience is – your deeds will win the day.
- Narrow your new business-acquisition-focus on where you’ve successfully created an Ideal Client.
- Charge handsomely for your customer experience and don’t be afraid to turn away a prospect that does not fit your success profile.
- Focus builds expertise. The more you do right the better you become at delivering which in turn creates a happier client.
- Why concentrate on enhancing customer service? Simply, business evaluation. The ability to show how you have grown each customer all goes into the re-salability of today’s modern business; mostly void of traditional fixed assets.
- More free time, more profit. It’s not unusual to find a business still depending on the tenacity of the founders to drive most of the business revenue spending evening, weekend and vacation hours working in the business. But look at an organization where quality of life is important and you’ll find customers as raving fans, employee turnover rates are nearly non-existent and financial shareholders are happy with the profits. What better reason than that for CEO’s to concentrate on providing excellent customer experience?