Amazing 'Customer Experience' (CX) is a culmination of Small Experiences (Part 3 of 4)

Hi Friends,

Greetings!!!! Welcome back.

As you are already aware that I started a four parts article on the topic of?“Amazing Customer Experience (CX) is a culmination of Small Experiences”?and so far we have already covered 2 parts. This article is 3rd part of the series where I will discuss 3 more 'points of evaluation' for an amazing customer experience.

(Note: Please ensure that you have read the first two parts before reading this one)

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The 7th point of evaluation in creating an amazing CX is:

‘‘Get directly, personally and emotionally involved on a periodic basis’’?

This is the “holy grail of creating an amazing CX”. In simple terms what it means is that interact with your customers in a direct manner, on 1-2-1 basis while also giving importance to and understanding their emotions. When all of this is consistently done, customers feel comfortable, they acknowledge that you care for them which results in receiving an HONEST feedback (not the fake one!!) and helps in your brand being treated as a trusted one.

Eg. AMUL brand has a unique way of interacting with its customers by capturing the latest happenings around the world in their advertisements which not only catches the attention of their customers but it immediately connects them with the message and thus the customers stay with them for long. They do it in a direct, personal, emotional and consistent manner. (please see below)

“Don’t fix, replace or upgrade”?

It happens so many times that the product you bought did not perform as per your expectations or had issues or got damaged accidentally. How good it would be if you were allowed to return or get a replacement!! As a retailer or retail brand owner, it makes a lot of sense to do so at least for the genuine cases without asking any questions. When you do it with the right attitude, expeditiously and with no hassle, you create confidence, which eventually leads to customer loyalty.?

Eg.1 - I have worked for an organization which was the sole distributor of Blackberry handsets and It had a policy not to fix faulty/damaged handsets but replace with a new one immediately.

Eg. 2 - We have also seen many airlines upgrade the seats or class of their customers who are either having issues with their allocated seats or facing some challenges with their fellow passengers (recall the viral whatsapp video clip with a racist passenger!!!) or are long-time loyal customers etc.?

“Apologize for delays and compensate with a positive experience”?

It often happens that your online order gets delayed for various reasons or you have come across a department where the service executive wasn’t prompt in doing the job etc. Many a times the customers get frustrated due to the delays they have to experience on one pretext or other. The best way to deal is not only to apologize and give genuine reasons for delays but also do something which converts the negative experience into positive one.?

Eg. I remember my visit to a Govt. office for some work. I reached the office just when the office was about to close. As one can expect that most of the employees were getting ready to leave the office however when I approached one of the counters, the lady executive over there was kind enough to serve me. However she had to ask me to wait for 10 min as It was her time to break her fast and apologized for the delay. She took more than 25 min to return during which time I got highly frustrated. When she returned it was already beyond her office hours but she sat for another 20 min to complete my work. Not only this, when I asked her If she can help me with recharging my phone (which was completely discharged), she offered me her own charger and sat for another 15 min for me to have my mobile phone charged sufficiently so that I could attend some urgent calls and messages I was expecting. The incident not only allowed me to forget about the frustration I had in the first 25 min but It also gave me a kind of positive CX which I keep telling to the whole world (like the way I am doing here).?

Therefore; an amazing CX can be created by getting directly involved with your customers on a consistent basis, rather than fixing their problems but replacing it and apologizing and compensating for the delays on your part. These are some pointers to evaluate your current CX policies to create a tribe of repeat & loyal customers.

I will be posting the final part of this series next week. Till then, do leave with your comment and feedbacks for this post. Thank You!!!

Please do reach out to me If you have something which you would like me to include in the future articles.

Enjoy reading the articles and stay updated!

Thank You and best wishes

(UMESH AGARWAL)