improving customer service experiene in a demand culture

We recently wrote about the demands of customers in the modern world and how advances in technology and 24-hour access to services has created a ‘demand it now’ culture. We know, even from personal experience, that we feel unsatisfied when we don’t get what we want, so how do service organisations improve customer experience in an era of instant gratification?

A cultural shift in customer experience

In the last decade, our demands and expectations as customers of the service we expect to receive has increased exponentially.  You can download apps, games and books instantly, self-serve at checkouts in supermarkets and buy online in the evening for next-day delivery.

Small and large companies alike have had to radically shift their strategies to introduce smart technology, keep up with the pace of faster delivery expectations and add more value to their product or service. Largely, the winning companies are those which have transformed the customer experience, focusing on customer engagement, retention and loyalty. Apple is a great example of an organisation which has captured the essence of a fantastic customer experience, and kept their customers coming back time and time again. Customers don’t necessarily have the same expectations of smaller companies, but they are still looking for added value and in a competitive marketplace, this comes down to customer experience.

89% of customer service leaders stated that their main strategy is to exceed customer expectations, yet 84% of customers told us that their expectations had not been exceeded during their most recent interaction. Harvard Business Review ‘Stop trying to delight your customers’

How do we improve customer service and keep up with demand?

All of the statistics point one way – we know that fantastic customer service is at the top of the agenda, yet customers do not feel they are getting it. Where are so many companies going wrong? Why is the investment in upgraded technology, improved processes and upskilling people not working? How do we ensure our strategies to improve the customer experience actually reach the customer?

86% of customers will pay more for a better customer experience, but only 1% of customers feel that organisations consistently meet their expectations. Customer Experience Index Survey

Adopting a customer focused mindset

Many of the obstacles to improving customer service is to do with the mindset.  One of the questions organisations should be asking themselves is “how easy is it to do business with us?”.  Put yourself into the shoes of your customer and truly understand what it is that makes you special. Once you adopt the right mindset, you can:

  • Imbed it in the hearts of minds of everyone who works for you (developing a customer focused culture)
  • Make it a personalised and effortless experience

When we say mindset, we don’t just mean yours. This mindset needs to be instilled in every single member of your organisation, in a way that they truly believe and engage with. Developing this requires a combination of the latest thinking in service experience, neuroscience and behavioural change.

We know this isn’t easy but we can help. At Brightstone, we keep up-to-date with the latest shifts in culture, neuroscience, customer behaviour and staff training requirements. We offer coaching and training in customer service, skills training, management training and change management, all of which will be combined together to help your service organisation keep up with the Culture of Now.

For more information about our customer skills programmes or support with change management please contact Brightstone on: 01273 233787. Richard and the team are here to help now – just when you want it! Make your team #BrightstoneHappy.