Customer Delight = Customer Experience + Employee Experience
The Guiding Mantra, a.k.a. principle —> Human Connection
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Building an elevated Customer Experience does not happen by accident. It happens by design.
While customer loyalty hinges significantly on Product Quality and Brand, it is the quality of CUSTOMER SERVICE that often leads to customer disloyalty. We choose a brand for its quality products, value proposition, or a compelling brand story. Conversely, we abandon one primarily due to subpar customer service.
The real game changer is shifting customers from INTELLECTUAL LOYALTY to EMOTIONAL LOYALTY, which hinges on delivering an impeccable Customer Experience.
How to Measure the Effectiveness of Customer Service?
… Prioritize CES (Customer Effort Score) over CSAT (Customer Satisfaction)
CES is measured by asking a single question:
“How much effort did you personally have to put forth to handle your request?”
Higher effort signifies poor CES.
It's vital to recognize that delighting customers doesn't necessarily foster loyalty. Instead, it is the reduction of their effort — the work they need to put in to solve their problems — that truly does.
Expecting customer service representatives to surpass customers' expectations can lead to confusion, wastage of time, and unnecessary costs. However, encouraging them to "make it easy" provides a clear directive and gives them a solid foundation for action.
What exactly does MAKE IT EASY mean?
Simply put: Remove Obstacles.
What Leading Businesses Say About Customer Experience
#Apple: You’ve got to start with the customer experience and work back toward the technology, not the other way around.” — Steve Jobs
#Disney: “You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.” — Walt Disney
#Amazon: “If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” — Jeff Bezos
#Microsoft: “Your most unhappy customers are your greatest source of learning.” — Bill Gates
Customer Service isn't just a Department; it's a Philosophy ingrained in the entire organization.
“The best time to plant a tree was 20 years ago. The second best time is now.”
Just like the lyrics of an old song:
“Out of the tree of life I just picked me a plum;
You came along and everything started to hum;
Still, it’s a real good bet, the best is yet to come;”
Indeed, the best is yet to come!
#ChickFilA: A Customer Experience Journey
Back in 1995, the unforgettable "Eat Mor Chikin" slogan made its debut on an Atlanta billboard, courtesy of two playful cows. This marked the beginning of one of Chick-fil-A's most iconic advertising campaigns.
The #Quality with a “Creative” Twist:
In 1967, as Chick-fil-A welcomed it’s first guests, the founder Truett Cathy envisioned a name that would embody the exceptional quality customers would encounter on every visit. This inspired the name Chick-fil-A: : “Chick” to represent the signature menu item, and “fil-A” as a play on the word “filet,” with a small twist.
The #CustomerDelight of "My Pleasure":
A simple "thank you" at Chick-fil-A warrants an equally simple yet powerful response - "My pleasure." And not “You’re Welcome”. These words, carefully chosen, are a part of the Chick-fil-A experience, resonating with customers as triggers of delight and joy.
The #Efficiency, with a “Hug”:
Picture #NASCAR pit crew efficiency combined with the warmth of a comforting hug - that's what Chick-fil-A aims to achieve with each customer interaction.