The Customer’s Experience Begins With …


I was meeting with a group of other business owners earlier this week and the topic of customer experience came up. The discussion centered on how to manage it for best outcomes.

Various ideas were tossed about. Some said they charged their operations staff with the responsibility. One person said it was part of his sales manager’s duties. A side discussion broke out about the value of customer satisfaction surveys and whether you could rely on the results.

I was purposely listening more than talking. Lord knows there were plenty of opinions being expressed.

And yet for all of the ideas I heard, there was one conspicuous by its absence. I suggested that in order to manage the customer experience you have to first decide where that experience begins.

The companies who get it understand that the experience begins with each and every person in an organization. Each decision, idea, policy … everything … has to be weighed against how will it benefit the customer.

It seems so simple, but how many companies can you think of who don’t get it?

Do you?


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