Aug 29 in Customer Experience, Customer Relationships
Written by: Heather Rast
I don’t expect perfection from a business (they’re run by people), and I don’t believe in histrionics unless the attitude of the person I’m dealing with or the corporation’s draconian policy calls for it. There are people that have earned their Righteous Indignation stripes, and to Jason’s point, the unreasonable expectations of those loud few can force some businesses to take sweeping, drastic measures that affect all customers.
I pay attention to companies for several reasons. One, I’m handing over my money and I need more for it in exchange (a couple of years ago, the country was screwed over by some greedy financial types, creating a giant sucking sound for many of us). I haven’t stopped buying quality products where I think it matters, but the quality has to be balanced with a side of aftercare.
Two, we’re talking about my time and effort. I know life isn’t one long smooth ride (remember the giant sucking sound?), but I believe businesses that truly intend to serve their customers have the necessary components, processes, and personnel in place to ensure my attention and my loyalty. Maybe it was that damn reverberating sound again, but some companies saw the personal touch as an opportunity to shine brighter, deliver the unexpected. Even involve the customer in ways that shape outcomes and virtually cement emotional connections. These savvy companies knew they had to change (or were born) because the rapids of consumer spending had slowed to a trickle and they wanted their share when the river beds shifted.
When people talk about brand experiences they’re sharing vital bits that should be incorporated into feedback loops at all cost. Product development, innovation, IT, marketing and customer care groups can all benefit from real-world input (anyone who’s ever been involved with software development will tell you, all the internal user testing in the world can’t match what a handful of real users can do for finding bugs).
Voice of the customer taken in context can deliver more value than clinical focus groups or (horrors!) some board member’s historical recall. While in the form of status updates, check-ins and tweets, these messages are the modern equivalent of a handwritten letter to the president.
The methods may have changed, but the (customer) messages are more important now than ever before because they can be amplified and immortalized. Is your brand focused on creating rewarding experiences for customers? Are you afraid they’ll talk about you? Will their words sell your product for you, or give buyers pause for thought?
No related posts.
