Episode 005 – CX From the Customer Perspective


  • Customer Perspective is really the only thing that matters in any Customer Experience work.
  • I know that you are doing what you think is best for your business and your customer. I know that most of you, simply because you are listening to this podcast, are looking to create solid experiences for your customers that will bring them back to you time and time again.
  • But what if your customers don’t think the same way you do? What if you think the billing process you currently have is fine, but it’s driving your customers nuts? What if they think your invoicing or billing practices are inconvenient or confusing?
  • That’s the rub. Many companies feel what they have in place is just fine. And, in all likelihood, it probably does the job. But just consider this… your customers aren’t comparing you to your competitors. They are comparing you to wherever it is that they do business where they feel important, valued, and listened to. So if they make a suggestion to you, or even complain, about your billing practices and you don’t at least seriously consider it, you have a problem on your hands.
  • Because who drives your business? Yes, you are leadership… but your customers are giving you their money that helps you stay in business. If they leave, you won’t have a business to run.
  • Now I’m not suggesting that you will go out of business simply because your invoicing is confusing, but if you aren’t taking suggestions or feedback in one area of your business seriously, you likely aren’t taking it seriously in other areas as well.
  • Remember back in episode 1 we covered what CX is… I spent some time talking about how it is customer driven… it’s an OUTside IN approach… meaning you find out what is important to your customers, you find out what they prefer, and you make things happen as much as possible as you can according to their preferences, I promise you, they will stay loyal to you.
  • You are basically telling them… hey, we value you… thanks for your business… Let us know what you like and we’ll try to do it.
  • Because every single human alive has their own opinion and perspective. And everyone’s perspective and belief is their reality. Remember I warned you there’d be a lot of psychology lessons along the way here. Our perspective is what drives our beliefs, decisions, and actions.
  • So in business, the customer’s perspective is their reality. If they believe that your billing practices are confusing, then pay attention to that. Because if you want to keep them as your customer, you need to address it.
  • Now, there is a possibility you don’t need to change a single thing. Maybe what you have is a very clear and logical billing system, but it’s confusing to your customers because they don’t understand it.
  • That’s why you need to ask your customers for their perspective along the way.

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