Consistent performance can go a long way to improve customer experience altitudes and make sure feelings about your company soar. But that goodwill can easily be reversed in an instant.
Constantly ask yourself how your company delivers a reliable user experience. Make it a habit. The trust you have worked so hard for has to be earned everyday. Something as simple as an upgrade of an existing product can quickly change everything.
Managing customer expectations and delivering the best customer experience possible should be a full time job.
Here's a situation to illustrate how this can hurt you if ignored. Recently I received a call from an executive of a telecommunications service provider who was in a panic.
His company had worked hard for many months on a new service offering designed as a major upgrade to one-up their competition. They rolled it out to their customer base, but were quickly overwhelmed with issues.
It turned out that his CEO was pushing to get the new service to market as soon as possible. He set a deadline that the engineering team said they could meet. Well, not exactly! Here's what happened:
This was not exactly how a company presents a consistent user experience to their customers. The shame of it all was that before the switch over they had a good, reliable platform and a fairly loyal customer base. Their rush to leapfrog competition and improve customer experience levels ended in the exact opposite happening.
What a mess! The new service introduction caused an enormous hit on the trust they had previously earned
So what happened? Here's the playbook of what not to do:
The result was angry customers and lost revenue. Don't let this happen to you.
Everything you do should reflect your customer's perspective and expectations. Make sure "consistent user experience" isn't just a buzz phrase. Make certain that the way users interact with your product or service is simple and efficient, terminology logical and consistent, and always ask for feedback before you go too far so they are never surprised.
Managing customer expectations is a must. Work hard to improve customer experience and satisfaction levels - it's worth it!
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