Tuesday, July 17, 2012

Customer Experience: The importance of a consistent message.

The importance of a consistent message.
If you read me regularly, you already know through my blog I’ve always defended the client’s side, and I will continue doing it. 

Several reasons exist for this, out of which the most important one is that your business depends on your clients and if they don’t have a positive experience with you, they will go with the competition. Really simple.

I don’t think I can put it in a simpler way. Whatever you do, regardless of the money you invest, the platform being used and the format you choose, if you can’t generate a positive customer experience, your clients will take their business somewhere else.

Your message should be, above all, consistent.

This article is a follow up to the previous one in which I shared with you my experience with the technician who repaired my computer. I got motivated to write this post as one day, looking for the technician's mobile phone to call her and ask what the status of my computer was, I got into their company’s website and got struck by the beautiful things they write regarding their commitment to satisfy their customers and offer the best service, excellent response times, and so on. You know how it goes!

While reading it, I said to myself: "Look at it. How funny this is!: I've been trying to get my laptop repaired for over three months now and these people here said that their mission is to offer customers the best of services. "

How I felt at that moment? It was a mix between feeling deceived, disappointed and willing to scream to the world "Yes, those who say they offer the best service in the world, really leave you hanging when you need them the most and wash their hands as Pilate did. Talk about being inconsistent! On one hand they say one thing and do the opposite on the other side "

Your facts will confirm what you say with words.

How many times has this happened to you? How many times have you found yourself doing business with a company that promises the moon and stars before doing business with you and, once the agreement or the sale is closed, just forget all the promises they made.

In this case, it’s clear how important is to be consistent with what we say, and not promise more than we can truly deliver. What you say must be corroborated by what you do. It's simple and doesn´t have any fine print.

If your website states that your commitment is to give all your customers a smile when they get to your counters, make sure it does happen like that. And if you have an employee who does not understand the reasons why he’s got to give your customers a smile as they approach the counter, explain him that, above all, your company wants to fulfill each and every one of the promises it makes to its customers and that one of them is giving them a smile as they approach the counter.

Could it be that we are getting used to "paper can hold everything"?

Does it continue to be important for all of us to fulfill the promises we make in writing in our promotional materials or on our website? Could it be that we don’t care that much if a customer feels frustrated about our service, as I did feel, when he realizes that what we promise and what we deliver are two different things?

Maybe at some point you have been tempted to excuse yourself by saying something like, "Everybody does it", or perhaps something like, "That's just advertising”, or even worst “It’s simply marketing." Perhaps you still have a 1.0 mentality and think that your client is not going to react negatively against your business when you stop honoring your promises.

Providing a positive customer experience should be part of your corporate culture.

Gone are the days when customers were not important for businesses. Competition is in all segments. Options exist in all industries. No company in the world can say to be the "one-and-only" in any specific market. No one!

Understanding that your business depends on your customers will be key for you to realize how important the product or service experience you can deliver to your customer, and also understand why your message has to be consistent throughout all platforms and forms you use to communicate with your client.

It is necessary to leave aside the mentality of "I'd say anything to close the sale" and concentrate on something else, perhaps "I fulfill what I promise so that my client is happy and always does business with me".

Don’t you think it would be a better way of doing things and, above all, more productive?

Related posts:
Customer Service: Wash your hands as Pilate did?
Loyalty and CKCH: When is it that you really lose a customer?

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