customer experience. making the real difference for the customer.

Managing the Customer Experience

There are three important enablers of customer experience:

Technology

Technology is the voice and IT systems in place to talk, track and gather the data that is necessary to communicate, understand who the client is, know the client satisfaction points, understand their history, Etc.
This entails VOIP phones, CRM systems, call centre operations and unified communications as examples.
Often companies rely too much on this enabler- clearly, it cannot stand alone.

Design

Design gives us the “look, smell & feel” of customer experience. We leave this to the web designers, interior and industrial designers who enhance the “click,” the bank lobbies and the Apple iPhones.

Connect

This is the interface to the customer and the most difficult of all three, as it involves direct contact with “fickle” humans. Customer service, ease of use on the company’s website and face to face interactions are the heart and soul of Connect and customer experience.

Both Technology and Design play an important role in customer experience, but without Connect, you lose the overall customer experience.

For Customer Experience programmes:

Customer service/telephone skills to enhance the customer experience: sales performance and skills

Face to face interaction skills to enhance the customer experience: client relationships

Feelings have a critical role in the way customers are influenced.  David Fremantle