When you deliver a reliable experience, you earn the right to your customers’ story through word of mouth. And your customers will come back because they want to have your experience again.
There are three repeated customer experience points that customers talk about through social media. When the three are delivered consistently, they earn you the right to new customer growth without the acquisition cost, plus organic growth from your existing customers.
The repeated points are:
1. Experience – Was the experience consistent and reliable? No matter where or who the customer talked to in any of your channels.
2. Relationship – Does their relationship with you improve their life or business? Did your actions prove your commitment to them?
3. Feeling – How does it feel to do business with you? Honored, distrusted, ignored? It will come out in tweets, reviews and message boards.
When you map out the customer experience stages, step away from ‘executing tasks’ and focus on the customer experience you want to deliver. To plan reliable delivery, you must know the customer emotions involved in the experience from beginning to end. Remember, the customer experience that gains the most confidence with your customers is to get the basics right. First, you earn the right to your customer’s confidence with reliability and then move on from there. You must clear the hurdle of random experiences and set the foundation in product and service reliability (“They get it right.”) before you move on to building a personal relationship with customers (“They know me.”).