Your customer’s experiences can say a lot about your brand, and can also be of great benefit to your business, in fact:
- 78% of customers say that they will remain loyal to a brand if they receive a good, consistent customer experience.
- 70% are willing to spend on average 13% more with companies they believe provide a great customer experience.
- 60% of customers profiled don’t believe that companies have taken steps to increase their focus on providing an exceptional customer experience.
- 78% of consumers have not completed a transaction or not made an intended purchase due to a bad customer experience.
Many businesses are on a mission to enhance the level of customer experience or indeed shift their entire business to become more customer-centric and they are right with the above shown statistics proving the importance of a consistent customer experience. The challenge however, is that many businesses have not entirely thought through the process of how this can be achieved consistently across all of the business channels and customer touch points – whether it be in-store or calling the customer care centre.
Fernando Pierry from Peppers and Rogers gives insight as to how providing customers with consistent experience across the entire organisation can be achieved.
“Management should sponsor and establish compensation structure and reward employees for helping to improve customer experiences between all channels. As part of this, decision-makers should define relevant performance metrics (customer satisfaction, loyalty, cross channel conversion) to determine the success of delivering consistent customer experience in order to properly align these with employee incentives and compensation.
Often the customer experience strategy and employee incentive strategy are not joined up causing confusion between the two areas. The business often places targets on their call centre staff that contradict the intended customer experience i.e. they incentivise the call centre on the number of calls taken and speed at which they can get a customer off the phone and not on the number of solutions found for their customers queries.
This may seem like a simple example but a myriad of examples can be found in many organisations across the globe, so ask yourself this question: “Does your employee incentive programme match your customer experience metrics?”