In our ongoing discourse on customer experience (CX), in any competitive market, the differentiation between brands often boils down to how well they manage customer interactions. As we delved into previously, creating a culture that intentionally focuses on designing pleasurable customer experiences is not just beneficial—it is essential for sustainable growth.
The Sacred List of Customer Priorities
A few key factors influence consumer decisions prominently: convenience, brand reputation, price, referrals, and increasingly, customer experience. This quintet forms what I like to call the “sacred list” of customer priorities. Ignoring any of these can be detrimental to any business not protected by monopoly or oligopoly conditions.
Personal Encounters with Customer Experience
Let me share a recent personal experience with two online retailers that illustrates the stark contrasts in customer experience. The first involved a retailer specialising in luxury cultural hats, known as “Fila “, in Yoruba. The initial interaction, spurred by a social media promotion, was smooth until it came time for delivery. Just days before the promised date, communication ceased. My attempts to reach out went unanswered until I threatened legal action, only to receive excuses about staffing and supply chain issues. This was my first and last transaction with them.
Conversely, my interaction with an online retailer selling authentic leather footwear was markedly different. They were transparent from the outset, refraining from committing to an exact delivery day prematurely and proactively providing contact numbers for order tracking. Their approach not only alleviated any concerns but also demonstrated a robust focus on customer experience.
The Cost of Neglecting CX
The cap retailer’s failure to deliver on promises cost them my loyalty and future business, while the shoe retailer’s consistent, customer-centric approach has made me a repeat customer. This contrast underscores a crucial lesson: businesses must prioritize customer experience alongside profit-making. Neglecting one for the sake of the other is not just bad business; it is unsustainable.
Striking the Right Balance
Organisations must find a balance between generating profits and enhancing customer experience. Consider the gadgets you use, the car you drive, or the brands you choose for your home—they were not chosen at random but are a result of positive customer experiences.
Advice for Businesses Looking to Improve
If you are wondering how to enhance your organisation’s customer experience, start by consulting with experts who can pinpoint areas for improvement and help pivot your strategies towards more customer-centric practices. Ignoring the importance of CX in the hope that bottom-line results will suffice on their own is a risky strategy that is likely to backfire.
Looking Ahead
As we continue to explore this crucial topic, remember that the journey towards exceptional customer experience is ongoing and requires constant attention and adaptation. Stay tuned for our next piece, where we will dive deeper into practical strategies for integrating customer experience into every facet of your business operations.
For those ready to take the next step, our team of consultants at D&I is here to guide you through the complexities of becoming genuinely customer centric. Reach out and let us make customer experience a cornerstone of your business strategy.
