Customer Experience Management - A Key Success Factor In Every Business | Supplemental RSS Feed, Daily Email, Special Bulletins

Say - Have you seen TNNWC's new offices in Westchester County? Neither have we!

Customer Experience Management - It Subsumes Messaging, Buzzing, Branding, Lead-Generation, Responsiveness, Timeliness, Marketing, Closing, Client Retention, Client Referrals...all of which should be part of a wonderful, educational journey for the client.. If you have a client, you are fully responsible and accountable for the quality of his or her experience -- you are the tour guide. Ultimately, if a client deals with a great number of persons in a great number of departments at your firm, YOU are the tour guide. And you are responsible to safely navigate your customer or client through your entire company.

I put together an article regarding Word-Weaving, as it relates to messaging, branding, buzzing, marketing, and increasing sales (both first time and repeateat business) and to retaining customers -- In fact if you're a people skills pro you'll retain an increasing percentage of your customer list as that list expands. That article, by the way, can be found on my personal blog at the link
http://aboutdouglascastle.blogspot.com/2011/05/communicating-branding-messaging.html .

Looking back on the Word-Weaving article, I now see it as addressing just one small fragment of the whole wide globe of customer experience management that contains every interaction which a company has with any of its prospects, customers, returning customers, referred customers and customers with specific issues and complaints.

In a push-button, droidified (a lingovation!) society, the standards for treatment of our fellow Human Beings have fallen far too low. In order to win the minds of customers, you must also win their hearts. They crave distraction, personalization, attention and genuine caring responsiveness. If you'd like an example of poor customer experience, simply call up your cable company or your financial institution. A customer is a guest to be courted and wooed - to be entranced and won over. It requires listening, it requires reponding, it requires person to person interaction. People don't like to be treated as numbers; they don't like to be talked down to as if they were addle-witted schoolchildren; and they want to be heard and remembered.

At TNNWC, we are deeply involved in entrepreneurial customer service management, which includes every aspect of interaction with the customer (potential or existing) and with those prospective clients he or she refers to us. It means that we are responsible from the moment the customer comes into our metaphorical theme park, until he gets safely home to bed. A friend of mine calls this "Constant Care."

The lowest and perhaps most pathetically revealing aspect of customer service is the parade of such perfunctory acts as sending out birthday cards, sending "service reminders," news about sales events, and the like. Any moron can automate those processes. That relates more to mailing list management than to anything truly interpersonal.

You'd better do better:

Send a personal e-mail asking about something that you and your client spoke about aside from business (perhaps about a hobby, or special interest). Call a client up (on the telephone) and ask about his or her business in general. Send clients certain bits of interesting news that pertain to their respective industries. Ask about how he or she feels about your product or service -- about how you can improve it -- about what he or she thought was particularly special about it.

Every client is the door to dozens of other clients, in addition to his or her own recurring loyal business. Don't ever let a client feel unimportant, "passed off," or any less special than when you were first trying to win his or her confidence, faith, trust and business. Be close, like those middle-aged couples who hold hands, or put their arms around each other in the Cialis commercials.

Remember - companies do not conduct business. Individuals do. Business ultimately comes down to two individuals and how they feel about each other.

Customer Experience Management is business - AND - it is personal.

Faithfully,

Douglas Castle
http://aboutDouglascastle.blogspot.com

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