If someone urged you about certain products or services that you purchase or avail of frequently, how would you describe the reason? Is this because the commodity or service gives you certain convenience? Is it because it is affordable, or because it satisfies your needs properly, or for any new reason? Whatever is your claim, there is a hidden answer associated with all of those.
That is good customer service. As much as good customer service is important for a business to get hold of the customers, bad customer service can damage the same amount if not more. It is in our nature to stick to someone who values us and leave the one who does not value our efforts. When it comes to purchasing, we are a lot more sensible. We might share our expectations with our surroundings, but when it comes to purchasing, we do not like to talk to the employees of any business organization about our personal interests or desire. The only time we actually want their attention is when we are in need of a service from them related to their products or service.
However, if the service provider fails to understand our difficulties or fails to resolve it or somehow denies providing the resolution, most of the time we decide to discontinue as a customer of them. The entire thing happens because of a lack of connection or reaction between service providers and customers. Ideal Customer Service providers would solve it differently; by developing a Customer Experience system instead of just improving the Customer Service quality. So what makes Customer Experience any different from Customer Service? Customer Experience is much more advanced than Customer Service. According to Patrick Bet-David, the founder of Valuetainment, Customer Service is reactive and Customer Experience is proactive. To understand the term, we must understand how they work.
Customer Service is about providing support to make a purchase smooth or to satisfy the customers during an interaction in specific touchpoints. When the customers ask questions, or raise concerns or submit complaints, we react by taking details, delivering answers, escalating to the relevant authority, or providing resolutions. Customer Service ensures customer satisfaction by making the customers happy with the necessary support. On the other hand, Customer Experience is about giving a great experience to the customers. It may start from greeting a customer on the door or parking space and go beyond the purchase timeline. If the customers experience with one business organization is a journey, then Customer Experience is about mapping the entire journey to make sure it is smooth and effortless. It cannot be done simply by reacting to customers needs rather requires a lot of proactive actions.
The pro-activity mentioned by Patrick Bet-David includes taking the measure to ensure the retention of the customer and acquire new customers through the word of mouth of those customers. To reach that position, the key is to value the customers. Any business organization having decent numbers of customers usually have some priority customers. If not, it means the business organization has failed to identify which customers continue purchasing from them regularly. A big question raises over the management of that business, what goal they will achieve without being able to identify their regular customers. It is always more costly to acquire new customers than retain existing customers. So any wise business organization should think about the costs of customer management and invest accordingly. Customer Experience is about valuing the customers to increase the number of regular customers and retain them. As the issues of the customers will be solved proactively, business organizations will not need to make further improvements in their Customer Service.
BGMEA took the initiative in 2013 to create a biometric database for garment workers. The Biometric Identity and Worker Information Management System (Worker Database) stores workers' records, including employment and identity information, in local and cloud server databases.An important part of Customer Experience is executive ownership. For example, if the employees can proactively offer a customer to reach out to him/her in case of any issue instead of advising to contact helpline or talk to the manager, it certainly makes the customer feel valued. If regular customers get gifts, tokes of appreciation on special events, it surely makes them ecstatic. If the store offers a bundled package designed as per the personal interest of individual customers, it reduces customers effort to ask an employee which product is suitable for them. If the organization keeps communicating with customers over social media emails and responds to their online posts about them, it encourages customers to engage more. Patrick Bet-David in his lecture has presented it as The Dating Game.
We do one-night stands to try out something new; we date regularly and finally; we get married to the worthy one. Customers can be as close to an organization as a spouse when the organization delivers an exceptional Customer Experience. Customers start with trying an organization the first time and when the initial impression is good, they avail of the service or buy the product again. When they continuously get a similar quality experience, they become loyal to the organization and recommend their family, friends, colleagues, and everyone else about the organization as a promoter. They promote the company for free only because the organization has seduced them by providing an exceptional experience. Patrick Bet-David suggests every business organization aim for such relationships with customers like a marriage. Because loyal customers are probably the most valuable asset of any business organization.