WALK THE WALK: PRIORITISING THE CUSTOMER EXPERIENCE THROUGHOUT THE ENTIRE BUSINESS

All businesses strive to a deliver great customer experience, and convenience and seamlessness are currently the winning factors for ensuring their engagement with your brand is at its best.

In 2015, Forrester predicted that one-third of companies in the B2C space would compete on the basis of experiences, and change their business structure accordingly. This has certainly been the case for ANZ this year, with the bank altering its bonus scheme to value customer satisfaction measurements over sales targets.

Having customer experience as the focus of the business isn’t just a ‘nice to have’. According to EY, poor customer experience costs Australian businesses $40 billion per year. A great customer experience will impact the bottom line as will a poor one, and therefore this should be a business priority. It’s time to walk the walk. Even one bad customer experience can have an irreversible ripple effect that can bring down a business’ reputation, sales, and staff engagement.

Combat negative feedback by engaging with customers through direct communication and timely responses, and at the same time, invest in preventative measures to reduce instances of negative experiences from occurring in the first place. The best way to do this is to prioritise the customer and their experience throughout the entire business. Read more

Jess McCorkill – Dynamic Business – 15 May 2017