As I strive to learn more about this concept of the Client Experience. I had to ask myself a question. What is the client experience really?
I did a few Google searches and I found a couple of meanings that people might think the client experience is.
Here is what some had to say.
Customer experiences include not only interactions through traditional channels, such as purchases, customer service requests and call center communications but also, increasingly, through social CRM channels such as Twitter and Facebook. To manage the customer experience, companies need to create a strategy that encompasses all customer touch points across the organization.
Our customer experience approach encompasses a series of customer interactions—your brand, offerings and touch points—and draws upon a foundation of decades of client work and research. The goal is not simply customer satisfaction, but building a base of promoters.
The perception that customers have of their interactions with an organization
A set of interactions that consistently exceeds the needs and expectations of a customer
The discipline of increasing loyalty by exceeding customers’ needs and expectations
I had to think about this. Then I came to realize that who best to tell you what the experience is but the client. The client knows their business. They know what makes their business tick. They understand their business models. The client knows what’s good and what’s bad for them. They know when you are being fake.
So, in today’s time where technology is at the forefront. Lets not forget about the one aspect that I think you should be in tune with and that is the human side of the client. Spend some time with your clients. Go on site not for just a day, but do some repetitive visits (and not when you are just trying to sell them something, they will know). Show a genuine interest in what your client has to offer. I think in order for you to really know how to deliver on the client experience you have to be super in tune with your client. You have to be willing to take the good with the bad. Providing the client experience is like a marriage you should be in for the long haul.
I have a story to tell you about a customer.
There was this lady that called in for support quite a bit. From the perspective of the other support staff she was not the most pleasant person to deal with. She in her mind was not getting the best experience when she called in. One day when the phone rang and I happen to be on the receiving end of her not so nice tone. I had remembered that a colleague of mind had mentioned that this client loved to bake pies and cakes. Well, I thought to myself that this might be an opportunity to ease the tension and find a way to bring her baking skills into the conversation (even though this had nothing to do with the support call). As we talked through the problem and began to come to a resolution of the matter. I found my moment and I politely asked her about her pie and cake baking skills ( I like cakes and pies too you know!) Well, the tables turned. Her tone and demeanor did a complete turnaround. We spent another 10 minutes on the line (me listening to her about how much she liked to bake). Sometimes in giving the client/customer experience your ability to be a good listener is key. We ended the call on very good note as well as having her matter resolved ( I did ask her to box up one of those pies and send it to me. I got a laugh out of her on that!)
What is my point in telling this story. Sometimes we have to go beyond just the data, the spreadsheets, the ROI, and all that “Business as usually stuff”. Don’t get me wrong, that is all very important in getting to know your customer. However, if you are not in tune with the human side of your client I think what they might experience from you on the other end is going to be somewhat lacking. So the next time when you are trying to win that customer over. While it’s important to know all the stats about your client. Getting in tune with the human side of your client could make all the difference in the world. So, get a little personal and see where it take you.
What are your thoughts?