Jeff Toister on a guaranteed customer experience
Curated from: Inside Intercom Podcast
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Customer experience vs customer service
They do get mixed up a lot. But there is a very important distinction.
- Customer service is part of the broader customer experience. Customer experience means all of the interactions a customer has with a brand and how they feel about those interactions (the people you interact with, their advertising, the packaging, the physical location, the ambiance, the decor, etc.)
- Customer service is the assistance a company provides to help a customer with its products or services. That’s a very specific part of customer experience, often the most important or most memorable part.
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The problems customers are trying to solve
The whole concept of an experience guarantee is based on the idea that your customer is trying to solve a problem, and that’s the insight you need to have to create a wonderful experience and experience guarantee.
The way you do this is by listening to your customers. And while that seems simplistic, companies are not as good at listening as they’d like to believe.
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Solving the problems customers have
To create an experience that allows you to win customers and retain them:
- Make a guarantee, promise to solve the problem. This could be a customer service provider saying. “I’m going to take care of this for you.”
- Keep the promise: Making a promise in your marketing or advertising is not enough. You have to now act to make sure that promise is kept.
- There will always be a time when you’re unable to keep your promises, or at least in your customer’s mind, you did not keep your promise. You have to find a way to restore trust so that your customer is willing to give you another chance.
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“When you promise to solve a particular problem, you’re also saying, in effect, ‘If your problem falls outside of this, we might not be the best choice for you'”
JEFF TOISTER
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Laser-like focus
Once you identify that problem and you make a particular promise, then you can focus on your customer experience. Whether it’s your marketing, operations, delivery, customer support, you name it, your focus can be on keeping that promise.
That’s an important aspect because it gives you that focus. Having an experience guarantee allows you to be a lot more focused and make smarter decisions.
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