eBusiness Weekly
Clemence Mutembo
When I was studying sales management as part of my marketing studies, I learnt of what is called key account management.
The thinking behind this concept is to classify customers according to a certain criteria for the purpose of such things as customisation and also optimising sales revenues.
There is nothing wrong with understanding the value that each customer brings to your business. Which is why we even compute the customer lifetime value for each customer.
There are certain customers that have an over-blown notion of their value to certain businesses. This is why it’s very dangerous for a business to rely on such a few customers for its survival!A customer who brings nothing to a business is not worth thinking about!
You will be wasting your time thinking about that type of customer. The customer should bring cash to you!
I have personally served so many organisations to be able to know where to put effort or where not to put effort. Beware of customers that blow their importance out of proportion.
Customer experience goals are important because they help to ensure that a company is consistently providing a positive experience for its customers. By having specific goals, companies can track their progress and make necessary adjustments to improve the customer experience.
Additionally, setting goals can help to motivate employees and ensure that they are focused on providing a positive experience for customers.
Finally, customer experience goals can help to ensure that the company is meeting the needs and expectations of its customers which is essential for building loyalty and driving repeat business. Overall, customer experience goals are an important part of creating a successful and sustainable business.
If a company does not have customer experience goals, it is likely to struggle to provide a consistent and positive experience for its customers. Without clear goals, it can be difficult to measure progress and make improvements.
As a result, customer satisfaction may suffer leading to increased customer churn and lower revenues.
Additionally, without goals, it can be challenging to motivate employees to focus on the customer experience.
Finally, without customer experience goals, it can be difficult to differentiate the company from its competitors and gain a competitive advantage. Ultimately, not having customer experience goals can have serious negative consequences for a company’s bottom line.
Customer experience goals can bring organisational competitiveness in several ways. First, by focusing on the customer experience, companies can improve their products and services making them more competitive in the marketplace.
Additionally, by providing a positive customer experience, companies can increase customer loyalty leading to repeat business and increased revenues.
Finally, by meeting or exceeding customer expectations, companies can improve their reputation and build trust with their customers. All of these factors can help to create a competitive advantage and drive success for the organisation. Lack of customer experience goals can indeed lead to loss of revenue.
When companies do not have clear goals for the customer experience, they may fail to invest in the necessary resources to deliver a positive experience. This can lead to customers having a negative experience which can result in lost sales and a decrease in repeat business.
Additionally, negative customer experiences can lead to negative word-of-mouth which can deter potential customers from doing business with the company.
In the long term, this can cause a significant decrease in revenue and affect the company’s ability to remain competitive.
In layman’s terms, customer experience is the overall impression that a customer has of a company. It is based on their interactions with the company from the initial contact to the purchase and beyond.
A positive customer experience is one that meets or exceeds a customer’s expectations.
It may involve factors such as ease of use, helpful customer service and overall satisfaction with the product or service.
A negative customer experience on the other hand is one that falls short of expectations and may even leave the customer feeling frustrated or angry.
It’s very important to note that customer service is a subset of customer experience. While customer experience encompasses all aspects of a customer’s interaction with a company, customer service refers specifically to the support provided to customers when they have questions or problems.
Customer service is typically provided by a designated department such as a customer service team or call center.
The goal of customer service is to resolve any issues the customer may have in a timely and satisfactory manner.
On the other hand, customer experience is a broader concept that encompasses all aspects of a customer’s journey including their initial impression of the company, their interactions with its products or services and their overall satisfaction with the experience.
There are many financial and strategic benefits to providing a great customer experience. Firstly, happy customers are more likely to become loyal customers and loyal customers are more likely to spend more with a company and recommend it to others.
Secondly, happy customers are less likely to switch to a competitor, so customer retention is also improved.
Thirdly, customers are more likely to provide honest feedback which can be used to improve the company’s products and services.
Finally, a great customer experience can also boost a company’s reputation which can lead to increased sales and market share.
There are many downsides to giving bad customer experiences both in the short and long term.
In the short term, a bad experience can lead to a lost sale as the customer is likely to take their business elsewhere.
Additionally, a bad experience can result in negative reviews and word-of-mouth which can damage a company’s reputation.
In the long term, customers who have had a bad experience are less likely to return to the company which can lead to a decrease in sales and revenue.
Furthermore, a bad reputation can make it difficult to attract new customers and can even lead to a loss of trust in the brand.
Customer experience plays a crucial role in customer retention by building and maintaining a positive relationship between the customer and the company.
A positive customer experience can lead to increased loyalty as customers who have had a good experience with a company are more likely to stick with it.
There are several ways in which customer experience can create customer retention. First, providing excellent customer service can make customers feel appreciated and valued which can encourage them to remain loyal to the company.
Second, offering consistent and reliable products or services can also build customer loyalty.
Finally, showing appreciation for customers through loyalty programs and incentives can help to keep them coming back.
It’s important to note that customer relationship management (CRM) is a process that is designed to create and maintain customer loyalty. CRM is an approach that focuses on building strong relationships with customers with the goal of retaining them over the long term.
CRM systems are typically used to manage customer data and track interactions with customers allowing companies to personalize their offerings and improve customer satisfaction.
Ultimately, the goal of CRM is to turn first-time customers into repeat customers and encourage brand loyalty.
By focusing on customer relationships, CRM can help to create lasting and valuable connections with customers.
Customer experience is one of the hottest areas these days in business and everyone in business ought to understand this marketing concept.
You see, many people know and appreciate customer service. That is fair and fine. However, it’s also very important for anyone serious about business to fully understand that there are more customer touch points that are now being considered as crucial in the creation of customer happiness.
Customer experience is therefore a much broader concept than customer service. It has many more touch points than customer service.
Customer experience as a concept takes into account how the customer feels across multiple touch points from awareness to post-purchase.
Customer experience is therefore a multi-dimensional concept with functional and emotional attributes to be aware of.
The customer has to feel good when they get into your environment. Your business environment should be clean and customer-friendly.
Remember the atmospherics have a multi-sensory effect on the customer. The sound, the lighting, the air – conditioning; all these are part and parcel of the atmospherics.
Clemence Mutembo is a HIGH-IMPACT Customer Experience, Sales & Brand Building Coach.Clemence is in high-demand as a trainer and has made over 500 presentations to small, medium and large organizations.To connect with Clemence,you may call or WhatsApp on: 0778 994 994
