Page 67 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

Measuring priorities

Think about who uses your service and how much you know about
them. It may be difficult to see things through their eyes because
you may be too close to the business to notice what matters to
them. Keeping abreast of customers’ needs is a journey because
their interests, desires and challenges will constantly progress,
making it necessary for you to maintain a healthy curiosity about
them. You’ll have to do your research and study them if you want
to be an effective customer profiler. Of course, knowing is only
part of the process. To be really successful, you have to apply what
you learn.

Here are some simple, cost-effective methods of gaining feedback
to enable you to stay on your customers’ wavelength, keep your
finger on their pulse and measure the effectiveness of your
service delivery.

• Do a service MOT
Jan Carlzon of Scandinavian Airlines developed the
concept of the MOT (Moments of Truth), when he decided
to look at his business from the customers’ perspective. A
moment of truth is an opportunity to deliver an experience
that impresses the customer. There’ll be hundreds of
chances to step up to the plate and deliver on your
promises, or respond positively to something in which the
customer has invested a great deal of emotional energy,
during every business day e.g. creating a WOW from an
OW. Handle these occasions well by being customer-
focused and emotionally intelligent and you can create a
connection that will turn customers into massive fans. Fail
and you risk losing customers and revenue.

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