Page 44 - Delivering Authentic Customer Experiences

Principle 3 Delivering Authentic Customer Experiences

Doing what you say

Your customer promise is what you say you’ll deliver to the
consumer in all forms of your communication. Their perception
and experience is based on their interpretation of the messages
you intentionally, or inadvertently transmit about your business.
These messages are found in your company brochure, business
cards, website, social media interactions, signage, online bookings
system, personal interactions, uniform, premises…the list goes
on. In fact, everything associated with your business conveys a
message to your customer about your intentions, so it’s up to you
to set their expectations of a service you can consistently deliver.
Bigging yourself up may initially make you seem attractive and
even help you acquire new clients, but it can also bring you a
whole host of problems if you can’t or don’t deliver what you’ve
promised.

To be successful you have to identify your target audience’s
needs, desires or wishes. You need to satisfy these requirements
in the manner they want, at a time and place that suits them, with
people they feel connected to, at what they believe is a fair cost.
Any customer- facing business should have core values and beliefs
which reflect a desire to put the customer first. Campbell Soup
promises it has, An obsessive desire to satisfy our customers.
Macy’s motto is, Be everywhere, do everything, and never fail to
astonish the customer.

When Steve Philpott, was at DC Leisure, he captured their
business focus simply but profoundly in three words: Sales
Retention Service. Unfortunately, many companies focus is
predominantly on sales. Whilst the acquisition of new customers
is vital to any business, if you want their repeat business and
continued goodwill, you must maintain that initial momentum
and deliver on your promises. It’s quite astonishing the lengths

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