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The critical step in improving customer understanding is to stop asking questions. Instead listen to the customers opinions, perceptions and expectations.
Enter a Disney theme park and you will be greeted by courteous cast members (road sweeps, characters, security personnel) who politely listen, understand and act on the questions customers ask. Using a structured approach cast members guide a dialogue to elicit customers needs, identify actions and develop a plan in less than 30 seconds. In fact they can articulate customers needs even when customers themselves don’t know them.
So lets get scientific about the customer experience and scrap those dumb surveys that are subjective, self selecting and geared to understanding wants.
If you’ve got call centres you will measure and reward on calls. If on the other hand you have Customer Experience centres, yes you will now be measuring and rewarding based on the customer experience.
Which do you think is the most effective? Which approach will deliver better results for the customer?