The Good, The Bad, and The Ugly

I like to believe that I am a good customer but I guess being a good customer doesn’t guarantee a good customer experience. Let’s just say as a customer, I have been served breakfast (bad experiences) one time too many by some brands, and I even gave some of them a second chance and I got served, and this time an even larger breakfast (horrible).

As a brand, this has helped shape how I implement my customer experience strategy.

I am pretty sure that it is the goal of many if not every brand to keep their customers happy, loyal, and always coming back. It is the focus of good customer experience to ensure that this happens.

The Good

To provide excellent customer experience, the secret is to improve customer satisfaction. Excellent customer experience is pivotal to brand growth and sets you above your competitors. According to a research by Temkin Group, 86% of people who received excellent customer experience are likely to patronize the same brand again.

The Bad

You know how they (I don’t know who ‘they’ is though) say it is easier descending a stair than ascending? The same applies to bad customer experience. While it takes great work and effort to ensure the implementation of a good customer experience strategy, one single bad experience by a customer can bring all that effort to nought. Bad customer experience is easily achieved by delivering the opposite of good customer experience.

If we are being totally honest, you are not 100% in control of how a customer feels about their experience with your brand.

You are not money, not everyone will like you. Personally, I like Dollars and Pounds, I’m not exactly a fan of the Naira. There is no logical explanation for this, the same way there is no explanation for why I went back for a second dose of breakfast. All that is within your jurisdiction is ensuring the best experience at every touchpoint with your brand for the 86%.

Some of the common touchpoints that determine good or bad customer experience include:

● Onboarding or Purchasing process

● Waiting period for service delivery or resolution time

● Security of customers personal data

● Customers feedback and implementation

That brings us to “The UGLY”. The biggest mistake most brands make is ignoring customer feedback and this is integral to a brand’s growth and development as even a seemingly stupid feedback helps you make an informed decision. That being said, there is no such thing as stupid feedback from a customer.

When implementing a customer experience strategy, it is very important to take into consideration the whole journey of the customer with your brand from start to finish. 86% is a good pool but the goal is to always aim for 100%.

Hey! Before you brood over how that is impossible, I know.

I am a numbers babe and if my goal is the roof, I aim for the sky. Worst case scenario, I fall on the roof. Either way, It is a win-win.

The goal is to be focused, proactive, and always on top!

That is customer experience the CXpert way.

Adios,

Kiki from CXperts.