Finding the Magic in Your Customer Experience
Recently a friend of mine left for a year-long internship program at the most magical place on earth – Disney World. Tracking his adventures through social media, I was reminded of my own amazing experiences and the consistent agreement of everyone else who visits the park. This got me thinking; Disney isn’t extraordinary because of luck or timing — they’re extraordinary because of the effort they put into delighting customers. Their ability to exceed guest expectations can be attributed to their keen attention to detail. By reimagining the customer experience from their consumers’ shoes and designing it across all touch points, Disney differentiates their brand as a customer experience leader.
Disney teaches an important lesson in today’s customer experience world; it’s not enough to be just satisfactory, you have to push to be successful. While reinventing your own customer experience strategy, here are a few key ideas to keep in mind:
Customers Expect More
In a recent study, 93% of CEO’s reported that consumer expectations were significantly higher than they were three years ago. This rise of expectations comes with the expansion of the mobile revolution. Globally, the number of mobile users has quickly surpassed desktop users and is now nearing 2 billion. Customers have become accustomed to getting what they want at the touch of their fingertips. The same tactics that worked three years ago are no longer effective. By providing social media and text solutions, businesses can stay current and relevant in consumers minds. In fact, 77% of consumers aged 18-34 are more likely to have a positive perception of a company that offers text solutions.
It’s Not All About The Product
In the past, consumers bought from a business on the sole basis of the product; however, companies now expect to compete mostly on customer experience. The difference between adequate and amazing customer experience lies in providing effective customer support. Businesses that want to succeed in customer experience will select customer support agents that are passionate about their business, creating brand ambassadors for their company and improving customer retention. By taking steps to provide a transparent, open culture as well as a fun work environment, businesses can engage their agents and in turn, provide a better customer experience. When outsourcing customer service, successful businesses will work together with their outsourcer to build a training program around the client’s brand. The full cultural alignment allows for agents to be more engaged in their work and prideful of the brand they work for.
Customer Support is Key
Since customer support agents are the frontline for communicating with your customers, they must have the correct training that reflects your brand. Consumers become frustrated when being tied to a phone or computer, so making sure agents know how to effectively and efficiently solve problems is necessary. By providing mentorship programs to continually teach agents, they will be adequately equipped to answer consumers’ growing questions.
In today’s world, customer experience determines whether a company will find success or not. In order to flourish as a business, your foundation must be deeply rooted in customer care. At Disney World, every phone call with a customer support agent ends with “Have a Magical Day”, showing that even implementing a small change can make a large difference in creating a more positive experience.