CUSTOMER NETWORKING MEETING: Using Customer Experience to Transform Operations
Posted: Friday, 25 February 2011 @ 14:34
The LATEST i&i event was held in March and fielded the question: how can organisations looking to achieve best-in-class performance design ‘delight’ into the entire customer experience?
For more information on i&i and future events, please follow the link below.
World-class organisations recognise the need to delight their customers, not merely satisfy them. Studies have shown that between 60 and 85 per cent of customers who switch firms would have been classified as satisfied (Ref: “The Customer Delight Principle” By Timothy L. Keiningham, Terry G. Vavra). Increasingly, successful companies are creating growth strategies based on market and customer intelligence where the processes in service or product delivery mechanisms are configured to keep customers loyal and happier for longer.
They are looking beyond collecting customer information towards capturing customer insights. Understanding customer needs directly impacts successful product and service development and understanding their experience can give an organisation what it needs to design the best journey and service delivery. The challenge is often finding out what they really want and then using this to drive the change through the organisation, based on this knowledge. These principles are important for both customer retention new customer acquisitions.