Customer Experience: Every Move We Make, Every Vow We Break
by Kate Nasser |
Super customer experience is not a series of learned steps or categorized procedures. It is continuous improvement and delivery of superior interactions between our customers and — our staff, our products, and our services.
Steps, procedures, and processes are merely the ways that large companies organize their work, train their workers, and lower their risk. They are only tools to handle on a large scale what a small enterprise does well without the complex of rules.
Many of the customer experience horror stories are born of procedures gone mad. They erupt from processes that have conquered thought/reason, empathy, and unfortunately guillotined the customer experience.
Management mistakenly puts so much focus on procedures and adherence to them that the employees delivering service focus on procedures instead of the customer.
The customers are aware of this. They experience procedural focus as uncaring, disrespectful, and dehumanizing.
Conversely when we, as caring intelligent life forms first unearth the input to the experience (the customer’s perspective), we can easily deliver a superior customer experience with personalized care using whatever procedure is needed.
What super customer experience truly requires is awareness before action!
The customer is constantly aware of what they want and aware of us when they want it. Are we aware of them and what they want or just aware of our procedures?
Super customer experience comes from us being aware of the customers’ wants, needs, and expectations before we deliver. Interaction is the time to become aware.
Interaction before action. Whether it’s face-to-face, on the phone, on Live Chat, or even the e-commerce site, awareness must precede action.
Have you ever heard customers rave about an experience by saying: “Your employees executed the internal company procedure so well”?
The early interaction with the customers foretells the outcome. Will it be the beginning of a wonderful movie with a happy ending?
Or will it end with the customer feeling thwarted, silenced, and metaphorically beheaded by our internal procedural focus?
Picture the customers singing Every Breath You Take by Sting.
Every move you make
Every vow you break
Every smile you fake
Every claim you stake
I’ll be watching you
3 Reminders to Be in Harmony With Customers
- We don’t do things for the customers. We do things with the customers and with their input and consent.
- Interact before we act. Awareness before action.
- Every procedural move we make, every caring vow we break, every procedural claim we stake, they’ll be watching us — and looking for more caring effective alternatives.
I have taught thousands in customer service, customer care, technical support, and contact center teams how to deliver the ultimate customer service while working the procedures behind the scenes. Let’s create a superior customer experience for each and every customer!
From my professional experience to your success,
Kate Nasser, The People Skills Coach™
Kate Nasser, The People Skills Coach™, delivers coaching, consulting, training, and keynotes on customer service & experience, employee engagement, leading change, teamwork. Kate turns interaction obstacles into business success. See this site for workshop outlines, keynote footage, and customer results.