Page 72 - Delivering Authentic Customer Experiences

Principle 4 Delivering Authentic Customer Experiences

Keeping it real

Here are three examples provided by Shopper Anonymous, of
how to get it wrong:

1. After being on a late flight the customer received a
questionnaire entitled, We are sorry you got diverted. In
fact, they did not get diverted. The flight was late, so they
didn’t respond because it wasn’t relevant.

2. Being sent a questionnaire enquiring about a recent web
experience, when the customer had actually spoken to a
team member over the phone.

3. When completing a hotel’s online questionnaire that was
so long the customer answered yes to all the questions in
the final third of the survey, just to get through it.

In each scenario outlined above, the data is corrupt and the
results useless because the process was either too onerous or not
relevant to their experience.

Taking authentic action
What will you…
a. Start…
b. Continue…
c. Stop…
to ensure you keep your finger on your customer’s pulse?

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