Customer experience is a big priority for a growing number of businesses around the world. Reports from Fifth Quadrant, an Australian CX consultancy and research firm has shown that most companies say customer experience is the single most exciting opportunity in 2016. An earlier survey by Fifth Quadrant’s Head of CX Research, Steve Nuttall had also found that nearly 60% of customers are ready to pay extra for better experience with a brand.
Most businesses know and understand that happy customers are far more likely to remain loyal to their brand, which is why creating a customer centric culture is now more important than ever.
Roadblocks to creating a customer centric culture
Many businesses around the world have tried to create customer centric strategies for years, but have failed to provide the experience that customers’ value. When trying to analyse the root cause, the CMO of Pegasystems, Robert Tas found it is not the deficiencies in technology, but the culture of the company that is the main hurdle. Tas also found that instead of having customers as the centre of their strategy, businesses are often structured around their products or services.
Customer feedback loops need to be transparent and aimed at helping the customer. So to provide an excellent experience for customers, businesses will need to work on changing their very approach towards the consumer.
Moving away from customer service and into customer experience
Customer service is the most basic platform of interaction between the consumer and an employee of the company. Although it forms the basis of CX, customer service is merely an opportunity that can be used to provide customer experience.
Instead of having a generic approach to their customers, many of today’s businesses have begun personalising their service in an effort to help customers find exactly what they're looking for. Research conducted by the Journal of Applied Social Psychology showed that waiters received an average of 21% more in tips if their service was considered to be more personal.
The path of change
Changing the paradigm of the organisation will require business leaders to spread customer centric awareness through their organization from the top down in order to be successful. They will need to promote the importance of customer satisfaction and loyalty and will need to address and measure buy-in head on. Making CX part of company culture is a major step in convincing employees of the benefits; it will then become much easier to see those benefits change the customer’s experience with the organisation.
The results should be directly measurable on the bottom line as happy, loyal customers tend to keep coming back to repeat purchases.