Many companies are talking about Customer Experience. Some of them really believe that is much better to provide an extraordinary customer experience than an extraordinary product or service (also important, of course). I think it is a very good point, and will make the real difference between product-centric and customer-centric companies.
But…..how can we transform a company in a customer experience company? There are few “gurus” (like Lior Arussy) that can explain much better than me the different rules and methodologies to transform your company. But my thinking today goes to the Employee: I think that they are the key. If you want to provide a Extraordinary Customer Experience you should start by providing an internal Extraordinary Employee Experience (the triple E).
All Employees are in contact with customers in different ways, but ALL OF THEM are, what I called, “the skin of the company“. Some departments, like customer support, are very close to customers and the interactions with them really impact in customer satisfaction and customer experience. Other departments interact less with customer, such as the financial department, and not by “phone” but by the “invoice” the customer receives. This also impacts the customer, especially if the invoice is very high !
So, how many companies do you know are investing in EEE? A lot of companies talk about the importance of their employees and provide them a good place to work in. Try to search Extraordinary Employee Experience in Google and watch the results: very few applying EEE. In the search results, you can find a Bank, TD Bank, saying in their Commitments something very good: “…we also believe that we cannot deliver a legendary customer experience without having an extraordinary employee experience” . That’s right, but how can you provide a EEE?.
There is lot to learn on this. I am sure we will see more and more organizations changing completely in order to provide an EEE and an great customer experience (and get better economic results) as a consequence. The only thing I can say as an advice right now is that EEE starts from the very top leader of the organization. Without his/her direct implication and strong belief on EEE will never work.
Food for thought
Dentro del duro entorno económico en el que nos encontramos, son muchas las empresas que deciden realizar múltiples ofertas, descuentos, promociones, para intentar atraer a aquellos clientes que tengan la sana intención de comprar alguno de sus productos o servicios.
Esta visión, en la situación económica actual, me pareció de lo más acertada y fruto de una reflexión, no de una “reacción desesperada”. Comencé a observar con más detenimiento todavía las decenas de promociones que me envian y como me influían en mi decisión de compra. Aquí van algunas reflexiones / recomendaciones generales que pueden servir especialmente a pequeñas y medianas empresas: