Page 53 - Delivering Authentic Customer Experiences

Principle 3 Delivering Authentic Customer Experiences

Getting the basics right

Generally, people are satisfied if you just deliver what you
promise, so that’s a good place to start. The last thing you want is
to over promise and under deliver. Starting off a relationship with
an OW rather than a WOW is definitely not an effective customer
service strategy. First impressions count.

Factors such as range and quality of service, value for money and
availability of support are seen as hygiene factors – in other
words, the basics. The customer expects them to be there and
consequently, they are taken for granted. You’ll be introduced to
significant elements of the customer journey via the guiding
principles in this book. However, here’s a list of the most powerful
drivers of customer satisfaction as outlined in the UK Customer
Satisfaction Index:

• competence of staff – in person and over the phone
• friendliness of staff
• helpfulness of staff
• ease of doing business
• speed of service
• provision of useful information
• trust
• handling of enquiries
• understanding customer needs
• speed of response by email
• being kept informed
• being treated like a valued customer
• reputation of the organisation
• cares about the customer
• open and transparent

I’m guessing there are no surprises here. Interestingly, going the
extra mile and offering a personalised service to meet customers’

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