THE COMPLETE BEGINNER’S GUIDE TO CUSTOMER EXPERIENCE
Trying to explain exactly what it is I do can sometimes leave people a little confused – usually because they assume that when I’m saying “Customer Experience” I mean “Customer Service”. Or because they hear the word marketing, and they automatically think advertising.
So, here’s a quick snapshot into why I believe that getting your customer experience right is at the heart of all marketing you will ever have to do for your business.
Customer Service = An event
The customer service you provide is basically about 3 principles – the people involved, the physical evidence of what you deliver and the process you use to deliver it. It’s finite. As a consumer, you can receive amazing service on one occasion, and next time around it might be a total disaster.
Customer Experience = A feeling
The experience your customer has may incorporate the customer service. But it is much more subjective and experiential. Even with all things absolutely equal, the experience two people have with your business may be completely different. In fact, the experience someone has with your business may not be due to a transaction having occurred AT ALL.
The experience we have with a business is more about how we feel about that business than the actual product or service itself. That being said, to ensure a great experience, we HAVE to ensure that our product or service is at least meeting our customer’s expectations.
As you can see, every single aspect of your business has the potential to impact on a customer’s experience. This is why it is now critical to make customer experience part of the DNA of your organisation – so that at each touchpoint you show your customers that you sincerely want to serve them.
I’m not sure where this quote came from originally, but it’s one I’ve used for a long time:
“Everybody who has an interaction with your business is a marketer of your business.”
Your own promotion – via blogs, social media, networking etc – is only a fraction of the marketing of your business that is going on. Every single person you come across is a potential marketer of you and your business. So it’s critical that you make the process of doing business with you a pleasure rather than a chore.
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About Jodie Preiss
Jodie Preiss has walked her talk in all areas of customer experience through many different roles – both as Marketing Manager for two independent schools, and in a stint as a marketing consultant, when she wrote this blog post. Little did she know that her love of all things experience focused would lead her on another path. And in early 2019 she will officially launch the incarnation of that journey.
She has created Inspiring a Difference from one simple truth. That one person, one voice, armed with wisdom and the commitment to act, can make a very real difference.
Creating a methodology around challenge-driven impact has became her driving motivation, and the vision for Inspiring a Difference. Challenging herself, as well as those around her, to step out of their comfort zone and create a ripple in their world. The fundamental drive for Jodies is to show you that you can make a a difference. And that the ripples that we create individually, one day might move a mountain.
We turn drops into ripples into waves and then oceans of impact. One person, one challenge at a time.