What Impressions Are You Making on Customers?
This week, the 1to1 Blog posted two thought-provoking articles on the customer experience. The first article, “Disney, the Ritz-Carlton, and Zappos Do It — Why Shouldn’t your Company,” challenged readers to consider the link between corporate culture and the customer experience. Each of the companies listed has woven impeccable service values into every aspect of their business, and it has paid off for each of them. Employees at all levels are empowered to delight customers, an emphasis is placed on communication, and investments are made in the staff (making the staff in turn want to go ‘above and beyond’ for the good of the customer and the company).
The second article, on the other hand, highlights a breakdown in focusing on the needs of the customer, ultimately damaging the customers’ impression of the company. In “The Stupid Things That Companies Do,” Mila D’Antonio relays a recent experience with an automaker. D’Antonio discusses the breakdown in customer and employee communications, which ultimately costs the company money and damages their reputation.
Everyday, your customers and employees are interacting, offering the opportunity to dazzle and delight, and improve customer loyalty. Companies that are recording telephone interactions have the opportunity to rapidly gauge the impressions that they are making on customers. Through listening to random calls or embarking on a broader speech analytics project, companies can quickly identify communication breakdowns and work to improve customer satisfaction.
What impressions are you making on your customers? Is there a breakdown in communication with both customers and employees, possibly leaving a bad impression and damaging the customer relationship? Or is impeccable customer service woven into the fabric of your company’s culture?