Page 45 - Delivering Authentic Customer Experiences

Principle 3 Delivering Authentic Customer Experiences

some organisations will go to when courting a prospect, only to
forget how important they are once they’ve become a customer.

Companies have a bad habit of offering conversion deals designed
to entice you in on the back of an initial price promise. As soon as
you became a faithful customer, it was likely your fees would be
racked up annually while new customers got the best deals. It
doesn’t seem a fair way to deal with your most loyal customers,
does it? The story below is a light-hearted, but perfect illustration
of this.

Service Heaven or Hell?

While walking down the street one day a man is tragically hit by a
truck and dies. His soul arrives in heaven and is met by St. Peter
at the entrance.

Welcome to heaven, says St. Peter. Before you settle in, following
our last customer survey, we are giving every hundredth visitor an
opportunity to decide where they’d like to spend eternity.

No problem, I know where I want to go, just let me in here, said
the man.
Well, I'd like to, but I have orders from higher up. What we'll do is
have you spend one day in hell and one in heaven. Then you can
choose where to spend eternity.

No, really, I've made up my mind. I want to be in heaven, says the
man. I'm sorry, said St. Peter, but we have our rules.

And with that, St. Peter escorts him to the elevator and he goes
down, down, down to hell. The doors open and he finds himself in
the middle of a green golf course. In the distance is a clubhouse

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