Comments on: Neglect of the customer experience http://www.marketingnews.co.uk/2008/08/neglect-of-the-customer-experience/ Tue, 04 Aug 2009 03:01:31 +0100 http://wordpress.org/?v=2.8.4 hourly 1 By: Drew Stevens PhD http://www.marketingnews.co.uk/2008/08/neglect-of-the-customer-experience/comment-page-1/#comment-9 Drew Stevens PhD Mon, 04 Aug 2008 22:01:07 +0000 http://www.marketingnews.co.uk/?p=58#comment-9 Many of the issues surrounding the customer experience provide very little to the correlation of what really matters and that is the integration of sales, marketing and customer service. Each area fully integrates with the other yet so many organizations operate in microcosms. To embody the experience organizations must realize that 1) the sales professional is the most imperative person in the process. Sales professionals have more the 55% influence in the client purchase decision and this accounts for a majority of the experience. Organizations should refrain from the metrics and simply gain qualitative feedback from customer focus groups, shadowing and even secret shopping. These valuable experiences will denote differentiation in the industry and amongst competition. Finally, there is one area that cannot be measured- passion. Organizations simply must create a passionate and optimistic atmosphere for the client experience. Exemplars include Disney, FedEx, Southwest Airlines, etc. Passion is innate and is difficult to measure however a client can discern organizational empathy amongst competitors. Our advice, refrain from constant measurement, review these vital techniques and seek the best advice from whom matters most- your client. Drew Stevens PhD www.drewstevensconsulting.com Many of the issues surrounding the customer experience provide very little to the correlation of what really matters and that is the integration of sales, marketing and customer service. Each area fully integrates with the other yet so many organizations operate in microcosms.

To embody the experience organizations must realize that 1) the sales professional is the most imperative person in the process. Sales professionals have more the 55% influence in the client purchase decision and this accounts for a majority of the experience.

Organizations should refrain from the metrics and simply gain qualitative feedback from customer focus groups, shadowing and even secret shopping. These valuable experiences will denote differentiation in the industry and amongst competition.

Finally, there is one area that cannot be measured- passion. Organizations simply must create a passionate and optimistic atmosphere for the client experience. Exemplars include Disney, FedEx, Southwest Airlines, etc. Passion is innate and is difficult to measure however a client can discern organizational empathy amongst competitors. Our advice, refrain from constant measurement, review these vital techniques and seek the best advice from whom matters most- your client.

Drew Stevens PhD
http://www.drewstevensconsulting.com

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