Welcome to CX 101. Today’s course is a prerequisite for business professionals in the B2C or hospitality industry. It’s an elective for the B2B or the online/digital industry.
This is not a customer service training class. Training is finite, usually one to three days. And training is top-down, one-way “I know everything, you know nothing” instruction. Training is to develop THE BUSINESS. Training is for a job. And the job of employees is to serve to satisfy the customer.
Instead, our education classes are interactive. With suggestions, recommendations, and encouragement, we empower you and your colleagues to develop YOURSELVES. Ideally, all of you will be enthused and energized to engage customers, not just to satisfy, but to WOW them.
So let’s get started.
Customer service is what you do for your customers. Customer experience is how your customers feel before, during, and after what you do. Customer experience management is what you do before, during, and after you find out how customers feel about what you did. Customer loyalty is how your customers feel about what you did repeatedly.
Customers pay for their experience, not your product or service. And it’s THEIR experience, not yours. They buy with emotion and justify their decision with reason. Customers seek the best emotional value in their entire experience, not the minutiae of your best price, product, or service, virtual or physical locations, AI, online, chatGPT, or face-to-face customer support, NPS, CSAT or other CX metric, or the many other details of your business experience.
You are happy because your customers are satisfied with their experience. You met their expectations. But that’s not good enough. Satisfied customers feel that their experience is good, not better, just average. Nobody raves about average. And satisfied customers will not return as soon as they find a better experience or a less expensive price. So you have to do more than satisfy your customers. Don’t just serve to sell to customers. And don’t serve to satisfy customers. Serve to WOW them.
Next week’s class is postponed until Valentine’s Day.
So the next class two weeks from now: How to serve to WOW your customers.
Before next week’s class, are there any questions? Whether you agree or agree to disagree, discuss or not, I’m sure that we can interact with each other without being disagreeable. So, I invite you to share your questions and comments.
English writer Samuel Johnson said, “People need to be reminded more often than they need to be instructed.” So as you prepare yourself every morning to engage to WOW your customers, I encourage you to remind yourself when you say, “Don’t be just good. Be GREAT out there!
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BILL QUISENG | Deliver the World's Best Customer Experience 