No Matter What Your Job Title Is – You Are a Customer Experience Officer
Disregard the title on your business card. That’s right, whatever title you currently have, disregard it. It doesn’t matter if you are the business owner or the entry level summer position. Your title on your card is irrelevant except for the fact that it details some of your functional responsibilities. Your true purpose within your business is to serve the customers who pay money for your product or service. If you don’t serve the customer face to face, you are still working to support those who do.
No matter what your titled position is designated as – you are in customer service.
Everyone in your organization is serving the customer. Even those who work behind the scenes and never come face to face with the customer bringing in the dollars are working to support those who do. The person who answers the phone, the person who distributes mail, the person making purchasing decisions, the person managing projects, the person providing janitorial services – all of these people are performing functions that ultimately impact the paying customer in some form or fashion. The trick is to make sure that all of these individuals recognize that they are not working independently, but as a team to benefit the customer.
The main reason customers leave? You and your treatment of them.
Customers are leaving your business mainly because of how you treat them. The number one reason cited 70% of the time for leaving a place of business is based solely on the experience that you provided. Consumers today are delighted when they are treated as valued partners in the business and are not processed through the system. When businesses practice the basic concept of courtesy and good manners, customers notice it and come back for more. Customers are hungry for businesses that welcome them into their place of business, that greet them warmly, make eye contact, introduce themselves, offer assistance when needed. They enjoy the experience so much more when they are thanked for their business at the end of the transaction and are encouraged and invited to come back again.
Too often, customers are treated as a nuisance or necessary evil of running the business. They are seen as time wasters. While we all have had the occasional bad day and don’t want to interact with another customer, we need to recognize that those very customers are the ones sustaining our business.
If you don’t serve your customers well, someone else will.
The smart companies are those that are focusing on their customers and looking for ways to serve them well. The customer is the sole determining factor in the success of your business. Customers are recognizing this fact and are looking for those businesses that deliver excellent customer service. They want to do business with those that effectively manage the customer experience.
It’s all about Customer Experience Management.
Delivering excellent customer service involves all aspects of the customer experience. It starts from the initial desire of your product or service on the part of the customer and extends through every customer contact point, to the point of follow up after the transaction. When this process is well managed with the customer benefit as the focal point, the entire company has then become customer centric and started to build the relationship that customers are craving from those they do business with.
By making sure that it is the customer and their needs that you are serving, you are working in the best interest of both the customer and your business.