The Five Forces of Customer Experience
If you nail these five things, you are on your way to creating fierce customer loyalty, and all of the rewards that come with it—and that is because you are taking the time to give people your very best.
Why does your company exist? What does it stand for? The real, honest answers to these questions collectively drive your company culture without fail. This cannot be escaped.
Companies with a strong purpose outperform their markets by 400%. In other words, Purpose is important and it drives everything that follows.
At the core of why a customer does business with you is a product or service that a customer hires to make progress on a job that they need done. Your product can be fired the moment a customer finds a better one to hire, which is why understanding that Job gives you the edge.
Product & Service Innovation
It should go without saying, but I'm going to say it anyway: you have to have an excellent product and service to lead. In the enterprise space, the focus on excellence can sometimes go by the wayside, which means that if you are willing to put in the work, there is marketshare ripe for the taking.
You can't have good customer service without creating an environment where your employees can deliver that. This is a deep topic that involves a lot of moving parts, each if which we will cover in this assessment:
- Skill Alignment
The late Clayton Christensen of Harvard Business School said in a book he co-authored with several of his colleagues that, “Products can be copied, but it’s difficult to copy experiences.” Your business operations are critical to enabling a great customer experience.
Are your business operations aligned with creating the highest internal efficiency, or the greatest customer experience? Those two objectives don't have to be at odds, but one definitely takes precedence, and I bet you can guess which one it is.
Every person in your organization should know how their job impacts the customer. There is simply no role at a company that does not impact the customer, and your culture should reflect that.