Customer experience can be described using six pillars of customer experience: Personalization, Integrity, Expectations, Resolution, Time and Effort, and Empathy. The maximum value that can be assigned to a pillar is 10.
Customers need to perceive a company as a safe, trusted environment. Fairness must be one of the guiding principles of a company, actions need to match words, and promises made to a customer must be fulfilled. A company gains trust not only through its public attitude and presentation – small things and the actions of individual employees are important, too.
Customer experience can be described using six pillars of customer experience: Personalization, Integrity, Expectations, Resolution, Time and Effort, and Empathy. The maximum value that can be assigned to a pillar is 10.
“My experience with the company is negative because they just showed me, once again, that all they do is try to extract money from people. They always focus on one thing and then they talk about it over and over again. Even if you don’t need it, they will always try to push you into signing something.”
When a problem that needs to be resolved occurs, it does not have to be a catastrophe for the company. It all depends on how it chooses to approach the issue. The best organizations are prepared, with procedures in place that will make the customer feel good even after a negative experience. And if a company follows such steps, it could even win some extra points in a customer’s eyes.
“I travel with them often and I never had any problems. On our last trip, my husband left his cane in the train. I contacted them, and they informed me that they had it, so we arranged a time and place for us to come pick it up.”
In purchasing goods or services and in other contact with a brand, we inevitably have some expectations about what we get. Apart from an effort to understand and fulfill customers’ expectations, companies should be able to actively manage and define them. The difference between customers’ expectations and reality is crucial. Expectations are, to some extent, the result of previous experiences with the best brands. However, if they are set and managed appropriately, so that reality exceeds expectations, the company will record excellent results for this pillar.
“I have set up a savings account with them. I am always happy with their attitude – they’ll call, set up a meeting, and explain everything.”
Customers usually want their needs satisfied as easily and as quickly as possible. Successful companies show that they value their customers’ time and energy. Pointless effort on the part of an employee and a customer is always unprofitable, so it is necessary to motivate employees to minimize the effort required from a customer. As an added bonus, the company will save both money and time.
“This company is really good at communication. I really appreciated their online chat, they were very helpful and accommodating.”
Customers do not want to feel like another face in the crowd, They want to feel like they matter, to feel like everything is being done just for them, and personalization is a way to make customers feel special. In practice, it means addressing them by their name, knowing their preferences, and understanding their specific needs. High levels of personalization can be achieved both online and in person. New technology enables personalization to a high degree. Of the six pillars, Personalization contributes the most to customer loyalty.
“I’ve been to this restaurant – they were very accommodating and adjusted the dishes according to my requests.”
If a company and its employees manage to convince customers that they understand them and know how they feel, they have laid the perfect foundation to building a lasting relationship and great customer experience. Empathy is especially important because strong, positive emotions will last for a long time.
“My mother, who had a severe health disability card and a mobility allowance, passed away. The employees treated me with great respect and professionalism in this difficult time when I had to arrange the termination of benefit payments.”