“There is only one boss. The customer. And he can fire everybody in the company from the chairman down, simply by spending his money somewhere else.” Sam Walton, Founder of Wal-Mart
Too often I hear organisations saying how the customer is everything to them but then find that the real experience is several light years away from what any discerning customer would value.
These same organisations don’t seem to appreciate that most of us, even when the service is low cost, would not choose to:
So why do organisations get it so wrong?
The truth is that what we night call “the customer journey” is rarely planned or designed upfront. It usually evolves over time with additional layers added on whenever another organisational requirement occurs. Nothing, normally, malicious here, but multiple requirements usually combine to make it hard for the customer to get done things easily. Just another question to answer, just another page to scroll through, just another, piece of data to provide, all contribute to turning magic moments into miserable ones.
This impacts on the bottom line. Research by the Customer Contact Council observed that customers who experienced “low effort” levels were 94% more likely to buy again, compared to only 4% where there was a high effort level.
So how can we design a Customer Journey?
As you can imagine, this shouldn’t be rocket science but before you even start you need to ask yourself some fundamental questions:
Build a service around them, not you!
In designing the new service you need to consider the following six principles:
Chris Lorimer is a UK based management consultant who helps organisations of all sizes get closer to their customers through building exceptional customer experiences. He is a lean process improvement expert with a passion for supporting businesses and organisations to become more successful. Contact him for more information at firstname.lastname@example.org
Chris Lorimer is an
experienced consultant who has helped many organisations to grow through his unique 4 Ps approach.