Customer Experience is important

Greg Lederman has written a new book titled "Engaged!: Out-behave Your Competition to Create Customers for Life".  He makes the point that the value of the customer experience is a significant factor in creating fierce customer loyalty. He suggests that the customer experience is really the brand of your company as much or more so than your company logo.

In his book he offers eight key principles to manage the customer experience. The principles are:
1. Keep every employee on stage, delivering an experience
2. Keep your team happy to create engaged customers
3. Don't just announce your culture, make it visible
4. Focus on culture change rather than culture talk
5. Turn common sense into common practice
6. Build relationships and stop surveying customers
7. Incent engagement with training and recognition, rather than rewards
8. Build trust in you as a leader by managing the experience.

Lederman suggests that highly engaged organizations grow profits as much as three times faster than the competition. Other benefits that he mentions are that they can reduce staff turnover by as much as 87%, improve performance by 20%, and increase customer satisfaction by at least 12%.  He suggests that companies who provide memorable experiences will create what he calls fiercely loyal customers.

The bottom line is that he makes some obvious and some not so obvious points that every corporation should consider as significant aspects for their customer relationships. A few of the eight points have been given very little attention in the literature. The idea that building relationships is even more important than serveying the customers is not very popular. However, upon reflection, it is easy to understand that loyalty come from the customer experience, not from a survey.  Making the case for the customer experience as a significant component of corporate strategy is as exciting as it is novel.

What makes a sticky customer?

There has been some interesting research completed recently which needs to be reported. One of the key findings was that the most important factor in getting customers to return to your site or company or business was identified as “decision simplicity”. Decision simplicity means the ease of getting the information the customer is looking for in the midst of marketing propaganda or advertising that is being offered at the same time. In other words customers come back to you when you make it simple (not complicated) for them to make a decision or a purchase without overwhelming them with other information.

Another study has found that companies can increase loyalty by helping customers make their buying decisions with the least effort. Another way of saying that is customers don't want to work hard in making a decision or to complete a purchase.  This conclusion came out of a study by Francis Frei  and Anne Morriss in their study of service businesses.  

The idea of making it easy for the customer has been discussed before in this blog. You will find in a previous blog a research company that focuses on customer effort as a metric.

Your company will become more appealing to customers as you find ways to simplify the policies and procedures that your employees are instructed to follow when dealing with customers. Customers are your best consultants and they are free. Listen to them about how to simplify your processes.  Simplifying your organization and your processes for dealing with customers is often constrained by internal politics and personalities. Customers, on the other hand, do not have these constraints.

The bottom line is that every company should strive continuously to simplify the policies and procedures of their customer contact personnel. This also includes simplifying all social media that influences or guides customers to your business. By keeping it simple your customers will appreciate the efforts you take to make it easy for them to do business with you. Some call this stickiness which is another way of saying making it easy for your customers to stay and come back is the best way to create customer loyalty. 

Numbers Have Different Meanings

Numbers carry different connotations in different parts of the world. An interesting article was written by Natalie Kelly of Smartling Corporation.  In this article she points to a several places around the world where numbers have meanings other than their numerical values.

For people who live in United States the number 13 carries with it a meaning of bad luck. For this reason, many buildings do not have a 13th floor nor do airplanes have a row 13. On the other hand, there are some numbers that carry with them a positive connotation rather than negative. For example, a product priced at $6.66 would be considered lucky in China because that number sounds like the phrase “things are going smoothly" when spoken.  In fact, many Chinese companies will hang 666 above their door. The Christian world, on the other hand, considers the number 666 to represent Satan and hence carries a very negative connotation.

The number nine is a bad luck number in Japan because when spoken aloud it sounds like “suffering”.  For that reason it is unlikely to see a product priced at $9.99 in Japan.   The number four also carries some negative connotations in Asian languages. The number four is spelled the same as the word “death”.  Hence, it is unlikely to see an Asian company using this number or combinations of this number, such as 4444 in a telephone exchange.  The Japanese filmmaker Fuji has taken steps to avoid using the number four in its marketing and goes from a series 3 to a series 5 for its products.

There are two numbers in Mandarin Chinese that have very negative connotations. The address 7456 sounds like “to make me angry” and the number 250 when spoken can mean “imbecile".

The number 17 is considered very unlucky in Italy.   The Vietnamese consider it bad luck to have three people in a photograph.

The bottom line is that numbers often have meanings other than their numeric value and hence when presenting numbers to your customer base you should do your homework and make sure that the numbers do not carry negative connotations.

Loyalty is not black-and-white

There have been a number of articles written regarding loyalty as if it were a black-and-white topic. The authors have made loyalty appear to be a term something like pregnancy. You're either pregnant or you're not. This kind of writing is not correct and is confusing, at the very least. Companies are looking for loyal customers, as if there is only one kind of loyal customer. We think it is time to address this issue of loyalty.

Can I be loyal to company without giving it all my business? Of course I can. Many companies are loyal to a given set of suppliers.   Just because I go to a specific restaurant, can I still be a loyal patron and frequent other restaurants?  Because I buy a particular brand of shoes, do I have to buy all my shoes with that brand in order to be loyal? 

The obvious answer to the above questions is that customers can be loyal to companies or businesses without giving them all their business. I can be loyal to a company by giving them most of my business. I can be loyal to company by giving them some of my business. Let's look at a few examples of loyalty. In each of the four following ten purchasing sequences I am loyal to company A.

1.     A A A A A A A A A A (all 10 purchases to company A)

2.   A B A C A D A E A F  (5 purchases to company A)

3.     A A B A A C A A D A (7 purchases to company A)

4.    A B C D A E F G A H  (3 purchases to company A)

In each of these preceding sequences, I continue to return to company A. The degree of loyalty can be thought of as a percentage of my pocket (the amount of money I have to spend) relative to my spending at other businesses or companies.

One way to view loyalty is the degree of commitment that one company has to another to purchase or utilize its products or services. While this may not be a pure academic definition of the word loyalty, it is intended to show that there is a degree of variability in the word loyal when dealing with customers and companies. To a certain degree, loyalty is connected to trust, but trust does not guarantee loyalty to the extent shown above in the first sequence.  It is present in all four sequences.

 A more personal way to think of this is that we have friends to whom we are loyal and while at the same time we have friends who are only acquaintances, and to whom we have less loyalty. The degree of loyalty that we give to other people is no different than the degree of loyalty customers will give to different companies with which they do business.

The bottom line is that we must not look at loyalty as a black-and-white parameter. There are degrees of loyalty, which we will give to different companies depending on a number of reasons. The challenge is to find ways of differentiating the different degrees of loyalty. That is a subject to be dealt with in a later blog.

Do You Think Your Customers Don't Know You Are Watching Them?

The book 1984 brings to mind the concern that big Brother is watching you. The Radicatti Group recently published the results of the study that shows that as much as 83% of all e-mail traffic is spam. Customers are wary of sharing their e-mail addresses and personal information for fear that information will be used for purposes other than their benefit.

There is an anxiety in the marketplace that companies are being too invasive with respect to their customers. With this comes the assumption that collecting data from the customers invades their privacy. The underlying customer assumption that many companies make is customers lack a faith in believing that the information gathered by the company is for their benefit.  This assumption may no longer be true.

If 21st century companies do not understand that customers already know that they are watching them and accruing information about them, they are either naïve or don’t care. In fact, there is a cultural shift with customers that is slowly taking place. Many customers no longer see data collection as being inherently invasive; rather customers are beginning to understand that the data they provide has the potential to reduce costs (and prices) and improve services.

The key gradients to move customers from not trusting the company to use their data are: (1) trust and (2) communication. In other words, 21st-century companies need to focus on communication with the customers so they can build a strong relationship and understanding of how the information will be used. This only occurs when there is trust between the company and the customer.

One point that companies overlook is that they are asking for something of value from their customers (information about the customer) without “paying” them for it.  In this sense “paying” the customer means giving the customers something of value in return for the valuable information that they have just given the company.  

The bottom line is customer data has value to the company and the company should be willing to return value directly to their customers for that data. Customers in 21st-century are wise enough to know that you as a company are watching them and capturing data about them. When you communicate with your customers and show them that the information they share with you will be used to improve the quality of your products and services, they will be able to see and appreciate why it is important for them to provide that data. The next step is to return something of value to your customers.

 

Trust is required by the company so that customers will provide accurate information. Trust is also required by the customers that the information that they share is for the sole benefit of the company to improve the level of product quality and service. We can only hope that the company and their customers will honor that trust.

What About the Customers in the Middle?

There is a general rule in the market that customers will generally only offer feedback when they either have a really bad experience or great one.  If you believe that customers rarely say a word when their experience falls somewhere in the middle you are missing some valuable information. The point here is that most of the customers will typically be in the middle and they are the ones that will drive the success or the failure of business.

Most companies maintain a well-oiled customer satisfaction measurement system. There may be additional dimensions to the measurement that will lead them to believe that they are also measuring customer loyalty. When companies measure customers that have either had a bad experience or good experience, their measurement is inherently biased. They have missed the opportunity of measuring their entire database of customers from this selection process.

Most customers will reside in the middle and will not have had either a bad or great experience.  They are generally ignored and not measured.  In order to understand the customer experience of your entire customer base it is necessary to include those customers in the middle.  ForeSee, a survey company, ran an experiment that compared customer satisfaction scores from satisfaction surveys (which probably measured responses from customers with a recent experience) and then compared the scores from a random sample survey which included all customers. They found that the random sampling does a better job of measuring the wider range of customer experiences rather than just a select group of customers that often respond to the surveys from good and bad experiences.

A boss I had many years ago reminded me not to expect what I don't inspect.  The bottom line is that measurement of customer satisfaction must be done properly. The process of customer selection must include the customers in the middle.  If you are currently measuring only the customers with bad experiences and customers with great experiences you may be missing out on some rich information that resides with the customers in the middle. 

Satisfaction Has a Legal Meaning

You may not be aware that the term "satisfaction guaranteed" has a legal meaning.  The Federal trade commission’s advertising rules are very specific about using the term "satisfaction guaranteed." Most courts when addressing cases regarding satisfaction have stated that satisfaction means "what ever a reasonable person would expect from a product or service."

The Better Business Bureau code of advertising and FTC rules both suggest that the term "Satisfaction guaranteed" should be used by a seller when advertising only if refunds for the full purchase price can be expected when requested by a customer. If there are any limitations or restrictions on a guarantee, those conditions should be clearly and prominently displayed for the customer.

Here are a few examples of a proper “satisfaction guaranteed” ad:

1.       We guarantee your satisfaction with our product/service.  If you're not completely satisfied, we will gladly refund the full purchase price.

2.       Return the product in its original package within (some limited amount of time) and we will fully refund your purchase price.

3.       If our service does not meet your complete satisfaction, your full purchase price will be refunded.

This is serious business. Businesses have been taken to court by customers and have been penalized a significant amount of money. The bottom line is that satisfaction is not only a wonderful word for marketing but also brings the responsibility of making the customer “satisfied".  There is a very strong trend in the market that customers are becoming more litigious. Not all customers are nice customers.