Customer-centric businesses don’t let their customers wander in search of information or help; instead, they provide customer experience excellence. They guide their customers through a carefully planned series of interactions called a customer journey. A customer journey comprises experiences which are, in turn, made up of touch points — human, physical, sensory or communication, either in person or virtual — and which are influenced by factors like price, convenience and location.
Hotels have to follow standards, not everyone wants to be a five, six or seven-star hotel but you all want to know where you are going, what type of service you want your employees to deliver.
So why shouldn’t you? How can you expect your employees to deliver a service when they don’t know what is expected of them and how they are benchmarked?
You need to set your own standard, you may be a shoe shop or a Michelin-starred restaurant, what experience do you want your customers to have when they come to you? And at what level do you want your employees to deliver that experience.
There are seven criteria for developing standards, according to Leland & Bailey, standards should be specific:
* Based on customer requirements
* Written into job descriptions
* Performance reviews
* Jointly created with employees
* Enforced throughout the organisation
Successful companies that provide excellent customer service clearly define the service standards that are essential for business success.
Ever faster change, greater customer choice and channel proliferation are realities every business faces today. In this still challenging time, developing an excellent caring customer experience programme is more crucial than ever; businesses need to focus their attention across multiple touch-points to enable them to build loyalty so they can grow their profit.
To achieve this, you need to understand your internal and external customers’ behaviour, experience and emotions.
Research by the Journal of Consumer Research has found that more than 50% of an experience is based on an emotion as emotions shape the attitudes that drive decisions.
Bringing a more Caring energy into Developing means that you need to find ways to create an emotional connection with a customer before, during and after their experience with you.
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