Why customer experience is an important concept for your business

I normally leave marketing ‘buzz’ words at the door when I’m talking to owner managers and generally stick to jargon-free explanations. I have, however, recently found myself using the term ‘customer experience’ more and more. Why? Because, for me, it is the very essence of good marketing and a really useful concept for small business owners to embrace.

In simple terms customer experience is the sum of all the ways that customers come in contact with your product or service. It includes the moment when a potential customer first becomes aware of your product, through to buying it, using it and, hopefully recommending it to others. The benefit of looking at  customer experience as a whole – as opposed to looking at marketing, sales and customer service etc as separate entities – is that you are less likely to miss some vital part of the process.

Let me give you an example of where failing to look at the whole process turned a good customer experience bad in a matter of minutes. Here is how the story goes. I won a prize in a charity raffle a few weeks ago; it was a voucher for a new clothes shop in my high street. Having walked  passed the shop many times since it opened I decided to finally venture in. Once inside the shop I was impressed by the variety of items they stocked, the staff were friendly but not pushy and the prices represented good value. So far my customer experience was all positive. I tried a couple of things on and decided so buy one of them. I handed over my credit card and the voucher…and then the crunch came. The staff member looked suspiciously at the voucher and didn’t hide the fact she was unsure what to do with it; she called another staff member and they loudly discussed the fact that they hadn’t  seen such a voucher before. Another staff member soon joined them. Now faced with three staff members looking bemused, a queue forming behind me and feeling distinctly embarrassed, my instinct was to flee the shop never to return. Luckily common sense took over and I finally managed to make the purchase. I won’t be rushing back though and I certainly wouldn’t buy a gift voucher there!

It seems such a basic mistake to make – not communicating a promotional offer to front line staff – and unforgivable for a small company where lines of communication are short. It could have easily been avoided by simply mapping out the process and (hopefully) spotting the flaw in the plan in advance.

Image courtesy of http://tomfishburne.com/cartoons

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