- 96 per cent said that a customer service experience has an impact on their impression of a company’s brand.
- 52 per cent would switch over to a new brand or company for want of a good customer service experience.
- 22 per cent on an average are willing to pay more for better customer services
Consumers are more likely to discuss about their good customer service (67%) than about their bad experiences (56%). - 80 per cent of the consumers did not complete a business transaction or did not make an intended purchase because of poor customer service.
Source: 2011 AMEX India Customer Experience Barometer Survey
It is evident from the above findings that each & every customer interaction is an opportunity to drive Customer Experience which in turn impacts customer retention, loyalty and share of wallet.
But the interactions are so complex and difficult to manage in large scale operations.
Get a PDF copy of various elements of Customer Journey Map
To make things more complex, our moments of customer interactions are brief, fragmented and mere snapshots. The customers may be in health or financial difficulties or in the middle of a crisis or some unanticipated trouble.
- Customer Journey to Shop
- Customer Journey to Buy
- Customer Journey to Use
Re-wiring Customer Experience is a systematic way to cleanup of the various touch points that removes barriers and install levers or seeds that will enable the customers to progress to next phase of customer journey.
- What are customer’s needs at every stage of customer journey?
- Are we effective in meeting those needs?
- What are the key factors of Customer Delight?
- What are the key levers which motivate customers to progress to next
- stage of journey?
- What value does our customer attach to each interaction
- Is there any perception gap between our understanding of value offered
- and customers’?
About the Author
Nilakantasrinivasan (Neil) helps a range of large enterprises in services and manufacturing, with particular emphasis on customer experience, retention and churn management. He can reached at neil@collaborat.com
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