A lot has been brewing on the Web about what keeps your customers happy and satisfied. Companies work very hard to meet their business growth KPIs and are increasingly outcome-oriented so that their customers see some tangible, measurable results.
And a lot is skewed upon performance – it’s an action-oriented word, literally and figuratively.
Different stakeholders across business functions work together to create systems, processes, and technology for better collaboration to meet their customers’ business goals.
Which, as it turns out, is necessary to always touch the threshold of your customers’ expectations – after all, it’s all about managing customer expectations, if you want to be remunerated solidly for your services.
Since the global economy underpins more service-based offerings, how are we, as marketers and business owners, transitioning towards a more holistic imagery: of products, solutions, ideas?
Whether you are a salon owner, a dental clinic doctor, a clothing retailer, a fitness coach running your own gym, a restaurateur, or anyone who is making a living by serving your set of customers – you are not just what you are, but you offer in your service menu: in a seamless, considerate, professional manner.
In a term, it’s customer experience, as a result of a seamless customer journey.
While being performance-focused makes you generally competitive enough to be pitted against your other industry firms, but exerting more on experience will make your solution/product deeper, immersive and consumable for your customers.
With that being said, here are some reasons why you should focus on customer experience than ever before, instead of pressing on the sometimes-stress-inducing word, performance, because:
You will be a coherent identity: a consummate brand. Aligning your experience with customer’s [both internal and external] journey – via effective content that espouses your company values, purpose and world-view, bold ideas – will collectively give you a solid foundation for business growth and long-term impact.
You co-create, instead of operating in functional silos and inadvertently competently with each other. Creating a customer experience that is predicated more on skills and talent – irrespective of the role and responsibility that you employees have – is the secret sauce to being collaborative and productive. Your customers can see through the consistency aspect clearly in their buying journey when they are employing your services in their business episode. Further, you foster creativity and create more agile teams that in sync with what your customers’ need(s) in their business context.
You are in a state of flow and not lurking on a number/ business goal deadline. As a matter of fact, when you are more engaged in creating something memorable for your customers, you solidify a deeper emotional and functional impact of your brand. Experience is the ultimate reward can give your customers when you feel you are part of their story: unique, personal and special in their own ways.
In sum: both performance and experience have their own significance depending on your customers’ journey. However, as Whitney Johnson mentioned in one of her podcast conversations with Tiffani Bova, ‘Experience is now the product, irrespective of what companies are selling’.
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