“If Sales Are Consistently Coming In, Then We Can Assume That Our Customers Are Delighted With Their Experience With Us” (Myth 6)

If you believe that consistent sales mean happy customers, then you may be putting your organisation in a very weak position.

When left unchecked, issues such as lack of awareness of customers’ needs, lack of provision for customers to provide feedback, and lack of adaptability or innovation that meets your customers’ changing requirements can all grow into problems that lose you customers and damage your reputation.

So, to bust this myth straight off the bat, the question I’m going to ask is, “How well do you know the elements that create great customer experience?”
 
 
Elements Of Great Customer Experience
Once you have a clear understanding of these elements, you can be fully confident that your organisation can achieve great customer relations at every stage of the process and ensure speed-to-results.

1. Trust
2. Attention to detail
3. Engagement of your internal customer (your people)

1. Trust

Your customer knows they can trust you. The quality of your product or service is good. You have a long-term relationship, and they have made it clear that they are satisfied with your service.

On the surface, this all looks great, but if we dig a little deeper, things might not be quite as clear-cut as they seem. Take this case study, for example:

CASE STUDY: 15 Years Of Business Out The Window

Company A has been buying from Company B for 15 years. The product that Company B supplies meets Company A’s needs. The quality is fine, and although there are occasional problems with late deliveries, they are always resolved with the minimum of fuss.

Overall, trust levels are good, and everyone seems happy.

Company C opens for business. They make the same product as Company B. They contact Company A and offer them a free sample, and also ask if Company B might be interested in switching to a new “square peg” fitting, as it fulfils the same function as the “round peg” fitting but lasts twice as long.

Company A are impressed by Company C’s products. Their materials are superior and the cost per unit is the same. Company C delivers on time, every time, and works with Company A to adapt all their products to use the new “square peg” fitting.

They also provide support and advice throughout the process, to ensure that everything runs smoothly and problems that arise can be quickly rectified before they have a negative impact on Company A’s business.

Within a few weeks, Company A has switched suppliers and is only using Company C.

In this scenario trust exists, but only within quite narrow parameters. Although Company A was happy with Company B, once they saw there was a better way of doing things that was going to be of greater benefit to them, they naturally took that opportunity.

Trust is founded on looking out for someone’s best interests, and in this scenario, this is not happening. The company is happy to keep on supplying the same product they had always supplied, without looking for opportunities to improve their customers’ experience.

The company has the “trust factor,” but, without the other two factors of attention to detail and engagement of their people, it will only take them so far. They are not going that extra mile to ensure they have underpinned the trust their buyers have for them with something solid.