Three Ways To Get Your Customer Experience In Shape

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New Year Resolution: Three Ways To Get Your Customer Experience In Shape

January 06, 2015 by Bruce Jones, Senior Programming Director, Disney Institute

As Walt Disney once said...“What ever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.”
Today, Walt’s advice is more important than ever. In an increasingly competitive, global economy with the length of time to commoditization shrinking, organizations and individuals must continuously seek to differentiate themselves from their competition, and they must be intentional about delivering an exceptional service experience.

If your organization’s customer experience only met expectations last year, let THIS be the year it exceeds them. Here are three resolutions any organization can implement to get their customer experience in shape in the New Year: 

1. Create an organizational common purpose. The essential foundation on which all other service decisions can be developed, a common purpose is a succinct explanation of what you want the customer experience to be at the emotional level. It represents to all employees what you stand for and why you exist, and it is the primary tool for getting everyone “on the same page.” 

2. Get to know your customers holistically. Your knowledge of the customer must extend far beyond the boundaries of traditional service criteria. Truly understanding their needs, wants, emotions and industry stereotypes is the key to creating personalized interactions. Listening posts provide a customer-centric tool that companies can use to assess the customer experience and immediately identify areas where customer expectations are (or are not) being met and exceeded.

3. View exceptional service as an economic asset, rather than an expense. With lifetime customer relationships at stake, the return on investment for providing consistently exceptional service clearly justifies the short-term cost.

In these times of significant change, stronger innovators will inevitably outperform weaker innovators, so keep an eye on the future and ensure your customer service experience does not become a commodity.

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