So why is it essential for us to understand customer experience?
Because it is the experience rather than the function that people remember. And it is the experience that people will talk about to their friends. No-one bothers to talk about their train journey from Newcastle to London to their friends unless something happens on the way. Good and bad!
Was the train delayed, did the toilets work, was there food on board, was it noisy, peaceful, enjoyable, awful? How many times do you ask how someone’s holiday was and they completely forget to tell you about the destination (unless the hotel was A-MA-Z-I-N-G!) but they will tell you about the awful journey they have had courtesy of such and such an airline.
We need to map our customer journeys from their first contact with us, throughout our service provision and then again thank them and check everything is okay at the end. I am writing this en route from Glasgow to Newcastle.
The first train was cancelled which meant I missed my connection at Edinburgh. The next train to Edinburgh was delayed because the cooling system wasn’t working.
I was hungry as when I’m travelling first class I do depend on the train operator to provide my breakfast and supper. The morning train had offered me a bread bun and jam so by 5.30pm I was starving! However, the friendly lady who kept bringing me cups of tea and my favourite biscuits has held me in the right mood to write this article.
So, I stepped off the train a relatively satisfied customer because I have got from A to B and a load of productive work done on the way. Never mind the roast duck and glass of rose I had received on my London to Newcastle trip earlier in the week with a different operator.
The litmus test is do we book with that rail operator again? Do we have any choice? Or next time will I drive?
Customer Experience is just one of the courses we have recently added to our 1-day skill sessions. These courses are aimed at increasing know-how, in practical, short bursts in open learning sessions or taken in-house to teams. Allowing participants to share best practice and interact with experts in their field.
Whatever sector your business operates in, customer experience is a vital gauge of success. Do you understand the little things that matter to your customers and know how you will find that information out?
