How companies in 2015 are differentiating themselves from their competition?

Increasingly, companies rely on delivering outstanding customer experience as a mean of differentiating themselves from their competition. It makes sense as a customer, you’re much more likely to want to deal with a company that delivers a great experience.

But as a company, how do you do it???


1. Every Interaction Counts, literally.

Your customers are interacting with your company everywhere: on your websites and apps, with your employees, at your locations. More than that, they’re talking about you everywhere, in forums beyond your control: social media and online review sites. BTW: Not talking about is also talking about you in a different way, another issue for another time.

2. Company Wide Effort – not just the employee who’s reading this.

Although your customers interact with your company in a variety of ways, they don’t see each interaction as an isolated event. Each time customers come into contact with your organization, it reflects on your entire business. They don’t want to hear excuses from one department pleading ignorance of what happened in a different department. They just want to easily and quickly accomplish what they need from your business.

3. Everyone Needs to Contribute, and take up their cross.

Your entire organization, from the c-suite to the frontline, makes business decisions that affect your customers. Employees love getting customer feedback. Employees with ready access to feedback from their customers talk about how much they love hearing what their customers have to say. Customer feedback gets the conversation going between employee and customer, establishing the real impact that employees are having on the customer’s experience with your company.

4.Tailored Insights, because we can.

You need access to the “big data” of customer feedback, but undifferentiated “big data” is next to useless. Even if you manage to put customer feedback into everyone’s hands, undifferentiated “big data” is near useless. Think of the old gigantic piles of comments cards. Corporate employees don’t want to dig through individual pieces of customer feedback, and frontline employees will find quarterly or annual reports useless for their day-to-day work.

5. Actions speak LOUDER than words.

Tailored insights provide clarity to each role on how they’re doing and the customer pain points they may inadvertently be producing. But that’s just the first step. In the end, employees need to know which actions will have the biggest impact on customer satisfaction, so they can tell where to focus their efforts.

6. Real-Time Delivery

With the rise of the Internet and social media, consumer behavior and company reputations can change dramatically in a matter of hours. And alternatives to your business are just a click away.

 

Market research and Voice-of-the-Customer solutions are a must-have but it’s how you build this information into your business that is key to great value.

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