Page 69 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

• Provide a simple feedback system
Some customers might be happier giving you their
comments anonymously or in writing, rather than risking
a face-to-face confrontation. Provide a simple feedback
form for your internal and external customers to complete
online, or via an app, or a hard copy. This will give them an
easy and quick way of communicating their immediate
thoughts and feelings to you.

• Recruit a mystery shopper
Seeing your service from the customers’ perspective is
difficult as you’re likely to be too emotionally invested in
the business. Recruiting a mystery shopper to check your
systems, processes and interactions is a tried and tested
way of obtaining a useful snapshot of your performance.
It’s more effective if the person is given a clear brief and
measurable criteria on which to report. If you want it done
more professionally, consider hiring the services of a
specialist company who will find someone who fits your
ideal customer profile and manage the process on your
behalf.

• Join your customers’ networks
If you really want to find out how your ideal customer
ticks, join groups, networks or online forums and listen to
the language they use, the questions they ask and the
discussions that take place. Better still take part in the
interactions, by responding to some of the queries or
challenges posted. Do not attempt to sell your services
overtly; it’s not the place. Taking a little time and effort to
interact and participate will help you gain trust, respect
and credibility. You’ll start to develop connections and
build lasting relationships through the power of
reciprocity.

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