Get Serious About the Customer Experience
If you really want to show your employees and your customers how serious you are about customer care, create a Customer Experience Statement and establish an official position to champion and maintain your efforts. "Companies are realizing that how you make their customers feel is what customers are going to remember," says Carolyn Watts, founder and president of The Customer Experience Company. "That's why senior level positions such as VP of the Customer Experience increasingly emerging. And 50% of the companies we've surveyed have Customer Experience Statements."
She says that a customer experience statement complements your vision, mission and values, focusing specifically on what you're going to do for your customers and how you're going to make them feel. Carolyn explains, "A good example of a customer experience statement is from Disney, although they call it a service theme: 'We create happiness by providing the finest in entertainment for people of all ages, everywhere.' The emotion they want to evoke? Happiness, so they say it in their statement.
"To make that come true there are a lot of things that must be put in place - you have to have a huge infrastructure below the surface comprised of customer-focused systems, processes, procedures, training, language and behaviors."
Aren't you glad you've been putting your customer care infrastructure in place?
