Listen to your customers (because if you don’t, someone else will)
In this guest post, customer experience manager Chris Breslin explains why the customer experience is now the front-line in the battle for business growth and success.
Before it was just business, now it is getting personal.
As Australian businesses, retailers in particular, face unprecedented disruption from the continuing invasion of multinational competitors, the battle is on to keep their customers’ cash and loyalty.
Not only are these global brands causing downward pressure on prices due to their extended buying power, they are also bringing with them cutting-edge customer experience technology to ensure they get it right in a new country.
Just bought a number of bicycle items from Wiggle.com (based in the UK) for $200 cheaper than Australian online retailers, delivered free and within 5 days packaged nicely…and that’s with an 77c Australian dollar.
Good to see CX and user centred thinking being discussed. I’m surprised that qualitative measures aren’t mentioned. They’re important to achieve the depth of customer understanding that you need in order to design for them. Data can tell you what but users will help tell you why.
Yep,
That and not hiring unmotivated teenagers for minimum wage to interact with your customers. Why is the most important task (contact with the customer) always delegated to the most junior people?
Its because certain people in any organisation think they are too important to talk to the customer. This attitude in business means even it senior people will be on the other side of the Centrelink customer service experience in the near future.
True, losing even your one customer results in a big loss. Each one has a variety of options nowadays for a particular product.