Customers are increasingly demanding of businesses, with service, value, transparency, and efficiency all now considered non-negotiable.  They want to be treated as individuals, with respect, and to be able to use the channel of their choice, at a time that is convenient to them.  They are tech savvy and know the market and their rights better than ever before. 

 

In order to survive, businesses must ensure that every colleague feels ready, willing, and able to be customer-centric in all aspects of their role, whether customer-facing or not.

 

In this module we will introduce some of the latest in customer experience thinking, including how to ensure colleagues are customer-focussed at all times.

 

Customer Moments of Truth relate to any time a customer needs to interact with a brand, and / or expend energy on accessing and using products and / or services.  The aim should be to create positive (rather than neutral or negative) experiences for customers, i.e. moments which make the customer’s experience simpler and more engaging.  

 

In addition, employees must ensure that neutral and negative moments of truth are minimised / mitigated against.  This includes anything which might absorb a customer’s energy and time in an unproductive way, e.g. complaints or errors (which must be resolved quickly and effectively, with the customer feeling valued, informed, and cared for throughout).

 

The good news is that creating a customer-centric business is proven to help customer engagement, profitability, and reputation, whilst also leading to a more satisfied, resilient workforce.