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Creating a superior customer experience


So how do we meet and exceed customer expectations on a continuous basis? Looking at the common traits of the winning brands, those who lead the pack have found ways to get up close and personal to thoroughly understand what their customers want. These brands are known for their reliable service, and customers know what they are going to get.


The survey analysis shows it is their holistic approach to delivering on the following six factors.


1. Friendliness 2. Valuing customers’ time 3. Turning a poor experience into a great one 4. Setting and delivering against customer expectations 5. Demonstrating honesty and integrity 6. Meeting customer needs in a way that feels personal


Looking at how insight has helped fuel the performance of those firms at the top of the league, what lessons can we derive? First, let’s use insight to know our customers inside-out, identify the key drivers in our markets and get a clear picture of our perceived customer experience performance, including an honest analysis of our weak spots.


Then, let’s create a targeted action plan from the insight – putting systems in place so that marketing and customer service can work closely together, and make sure brand values filter through to the customer experience. We need to develop an approach that not only demonstrates commitment to the brand promise, but also shows that customer concerns are being listened to and taken seriously. While there might not be ‘one right answer’ how to execute those learnings in our business, it does seem that the ‘one key answer’ when it comes to delivering outstanding customer experiences is: listen to your customer.


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Source: Nunwood Customer Experience League Tables iQ INSIGHT | 07


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