THE CUSTOMER EXPERIENCE CHRONICLES: WHY RESULTS DEPEND ON WHAT ORGANIZATIONS DO
The success of an organization is often attributed to external factors such as market conditions, economic trends, and unforeseen challenges. While these elements undoubtedly play a role, it is essential to recognize that results depend more on what organizations do than on what the environment brings. To illustrate this point, let us delve into a few personal experiences that highlight the pivotal role of customer experience (CX) in shaping outcomes.
Recently, I visited a male fashion store with the intention of purchasing several pieces of chinos. However, my shopping excursion took an unexpected turn due to the poor customer service I encountered. The sales associate seemed more preoccupied with the point-of-sale system than attending to my needs or suggesting complementary items. This disregard for customer engagement led to me leaving the store with just one chino in hand, a missed opportunity for the store to maximize its sales potential.
In another instance, I embarked on an online shopping journey with a luxury traditional cap retailer. I meticulously followed all payment terms and ordered five pieces. However, as the promised delivery date approached, my excitement turned into frustration. Despite numerous attempts to contact the retailer, I received no response. It reached a point where I had to threaten legal action. The items finally arrived, well over two weeks late, and one of them was completely different from what I had ordered. The experience left me disillusioned and questioning whether I would ever shop with them again.
Now, let us contrast these experiences with a notable encounter I had while shopping on Amazon during the height of the Covid-19 pandemic. I had ordered a set of books, but months passed with no sign of their arrival. Frustrated, I reached out to Amazon’s customer service. To my surprise, they promptly apologized and offered to either cancel the order or reorder it, with a two-week delivery estimate. I opted for the latter, and much to my amazement, I received the books within a week. This act of going above and beyond to rectify the situation not only retained me as a customer but also reinforced my trust in Amazon.
These experiences underscore a critical truth: while external factors are beyond our control, how we treat our customers is entirely within our grasp. The male fashion store and the luxury cap retailer failed to meet my expectations, let alone manage them. In contrast, Amazon not only managed but exceeded my expectations, turning a potential loss into a customer success story.
I acknowledge that the business environment can be challenging for everyone, including customers, which is essential. Regardless of the business model, whether it is brick and mortar, online only, or hybrid, when customers choose our brand amidst numerous options, we must be prepared to act on what we can control—managing, meeting or even exceeding their expectations. In doing so, we not only ensure customer loyalty but also pave the way for long-term success, irrespective of external factors. In business, it is often the customer experience that separates the winners from the rest.
