The 3rd and final opportunity presents a far greater challenge. Once we have taken responsibility for the whole customer experience and educated our customers as to how they might benefit from the full potential of our service, we move into an area over which we might at first seem to be powerless. How can we get our customers to be good customers? How can we help them get the best out of us?
Anyone who has ever faced a customer will know how some of them manage to bring out the worst in even the most accommodating of colleagues. Let’s face facts, we have all done it; been rude, aggressive, ignorant, confused, distracted, disconnected, or considered the person serving us to be incompetent. We all know how to be ‘bad’ customers. So how can we help customers become better at being ‘good’ customers so the person serving has at least a sporting chance of giving them a great experience?
It can be done. When my son took to skateboarding I spent many hours as the taxi service to a local skate park. Housed in a converted warehouse and frequented by an eclectic mix of young people, it may have been draughty, apparently disorganised and mainly held together with gaffer tape, but once those customers walked through the doors their etiquette was a joy to behold. Small kids flattened or concussed would be dusted off by big kids, tricks were applauded and newbies always given a tour of the hallowed ramps and jumps. They all become great customers. So whose responsibility was it to make this happen? Most interestingly these young people had created the customer culture that they wanted, they used the facility to its fullest potential and they learned to skate in the way that suited them best. They even organised the taxi service!
Indeed more organisations are enabling their customers to personalise their experience; iGoogle and BBC homepage are good examples of web-based products where you can do this. The ‘virtual’ environment will lead the way because it is easier to deliver a personalised experience than in the infinite complexity of a ‘real’ customer interaction but this should not stop us being ambitious. What more can you do to:
- Influence those parts of your customer’s experience over which you have no influence?
- Help customers to take full benefit of your service by learning about your product in the way they prefer to learn?
- Help your customers become better at being ‘good’ customers?
These three frontiers represent a challenge for all organisations to explore if we are to achieve even greater levels of customer experience. Like all great pioneers, who are pushing at new frontiers, do you ask the question: ‘What more could there be?’
To find out how Paradigmantics can help you to explore these frontiers, contact Andy Summers for information on our Engaged Customer programme: