Page 62 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

Understanding your customer

As budgets are squeezed and customer expectations evolve, it’s
even more important that you use your available resources
wisely. Identifying cost effective ways of anticipating,
understanding and satisfying to customer needs and desires is
fundamental to the success of any business. Your ability to
measure the priorities of your ideal customer will enable you to
deliver experiences that match or even exceed their expectations,
giving you that vital competitive advantage.

Understanding your customer involves:
• analysing and understanding their buying and lifestyle
behaviours
• identifying which customers access what services
• targeting your communications so they really connect with
your ideal customer
• gradually changing customer behaviours by influencing
their choices

Understanding your customer base presents you with the
opportunity to:
• create an accurate profile of your ideal customer
• anticipate future resource requirements
• develop services based on customer needs
• improve the speed and quality of service delivery
• reduce the overall costs of customer service delivery
• reduce the costs associated with complaints
• improve the customer perception of service delivery and
their personal experience
• measure the peaks, troughs and trends in customer usage

51