"There 's got to be more to life than fighting for fishheads." Jonathan Livingston Seagull
Friday, July 27, 2012
Are you mapping WOW!! on your Customer’s Face?
Customer Experience is thenextnew and now management practice. NEXT has quickly become NEW and NOW.
Commodity, Product, Services, Experience , this is the hierarchy of business offerings as defined by father of customer experience Pine & Gilmore in their famous book The Experience Economy. Most Companies struggle in 1st two categories , some reach to third level and very few reaches the 4th level.
Companies like Starbucks , Virgin , Apple, Zappos, Amazon, Flipkart, Commerce Bank thrives on superior customer experience. There are unfortunately hardly any Indian brands which can be classified in the 4th category.
Reasons may be that Indian Customers are either not demanding or there is no culture at the top of offering wow !! CUSTOMER Experience. Most management are so tied up in day to day affairs in managing quarterly results, no one in the organisation thinks long term brand building interest of the company. As steroids they take shelter under extravagant advertising and media campaigns. Hardly anything changes however at ground level. Everyone’s performance bonus is linked with quick results and not with sustainable results.
It requires culture of WOW !!! at the top , thinking on HOW ? and action plan (which may take longer time) to change the organisation culture. Performance parameters MUST change and should be linked to increase of Net Promoter Scorecard (NPS) and not only financial performance. Financial performance today which is not guaranteed tomorrow is hardly of much use. Linking it with NPS will ensure that long term interest of the company is also taken care of.
If your existing customers are promoters of your brand half the battle is won. Today hardly any Indian brands know what is their NPS , forget about action to improve the same. Some customer sensitive companies have customer feedback system but either they do not know what to ask as their questions are irrelevant or do not know what to do after the data is collected.
However off late very very few companies have started appointing Chief Experience Officers (CExO). It’s just a very tiny beginning. Still we have to see how they are able to improve their customer experience. One such company I know is Club Mahindra. However if you look at customer reviews on the Google/mouthshut.com it’s horrible. Customers are happy with their locations but not the way pre sales to post sales and actual stays are handled. Hope CExO will address especially pre sales ways, posts sales booking & at stay customer care issues asap.
Now when we are going to buy most of our products after reviewing online review, how important it is to offer amazing customer experience? Isn’t it critical? No amount of smart advertising & smart sales person can replace culture of offering wow !! customer experience. Are we working to see following expression on your customer’s face?
If yes, its your market or work hard to transform Commoditised offerings into Experiential offerings.
In order to bring wow !! culture in Indian Companies I have tied up with UK based Consulting firm Beyond Philosophy, customer experience focus consulting firm, as their India Associate.