We all provide quality services. We know that, because we tell everyone we provide quality services. No one has shown us a convincing argument to the contrary, so we must be right. But how do we demonstrate that we really provide quality services? How do we know our quality is improving or, shudder, declining? We always want to find ways to demonstrate the value of what we do, but demonstrating quality service is a tough one.
Customer experience marketing is similar to customer experience management, but instead of focusing on ‘managing customers’, it focuses on improving the customer experience through engagement. Customers don’t want to be “managed”. Ernam Roman conducted a VoC research study and found customers call this experience ‘ being manipulated’.
A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.”Mahatma Gandhi
You must be able to provide quality customer experiences throughout the customer’s lifecycle – not just at acquisition and renewal. Customers remember all the experiences they have with your company.Mark Brown