Page 70 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

• Exit surveys
When people leave your service, whether temporarily
between appointments, or for good, take the opportunity
to ask about their experience.

• CRM – Customer Relationship Management
A CRM system is a tool used by a business to learn more
about their customers’ needs and purchasing behaviours,
in order to develop more durable and sustainable
relationships. A CRM enables you to record customer data
and track their journey through your service, measure
their usage, buying habits and concerns, so you can
anticipate their needs, respond quicker to issues and
create a more personalised service. Implementing a CRM
can take time, effort and expense so before investing, be
clear about your purpose, strategy and outcomes.

And the simplest of all are those dynamic, on-the-spot checks.
So, the very least you should do is…

• Ask customers, then observe, listen and respond
Keep your eyes and ears open. Watch how staff and
customers interact, be inquisitive and ask questions to find
out what they think and feel about their experiences,
really listen to what they have to say and respond to what
you hear. It’s a simple, inexpensive, yet significant way of
assessing the quality of your service at a macro and micro
level. Really tuning into comments, feedback and
complaints helps identify recurring themes, gives you an
opportunity to put things right and makes your internal
customers and end users feel more valued.
Here are two useful, simple and relevant questions you
and your team can ask:
- What was the best thing about your visit/stay/
appointment today?

59