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Why is defining your Customer Experience so important

Defining your perfect world Customer Experience is very important for every business. What this does is create the framework for all customer-facing investments, internal and external policies, recruitment criteria and precisely what roles are needed.


Let’s unpack this a little.


Once you have documented, in detail, and committed to exactly how you want your customers to ‘feel’ or experience when doing business with you, you now have an overall direction to your roadmap when it comes to what you need to do, in order to offer this desired ‘feeling’ or experience.


Example:

I have a business selling secondhand motorbikes. We also offer motorbike servicing and we sell generic motorbike clothing and accessories. One of the Customer Experience touchpoints that we have identified and documented is how we would like our customers to be welcomed when they arrive at our showroom.


Time to define this Customer Experience touchpoint.


Customer Experience touchpoint - Welcoming:

We have decided that we want our customers to experience a warm, authentic and informative welcome when they arrive on our showroom floor.


Now that we’ve completed this first task, we now need to think about the soft skills needed in the person we employ to fulfil this duty.


Soft skills needed for this touchpoint:

  • Presentable person (we haven’t decided if they should be male, female or what age they should be).

  • This person must enjoy interacting with people.

  • This person must be able to articulate very well.

  • This person must have empathy and be able to assist irritated people who are having a bad day.

  • This person must be interested (maybe not passionate) in the products or services on offer by your company and able to direct a customer to the right area of the business.

  • This person must not be glued to their cell phone.

  • This person must be prepared to stand / walk around for the majority of the workday.

Next step is to look at the hardware needed for this position. We don’t want this person to be hanging around, so we have decided to dedicate a space to them.


Hardware needed for this touchpoint:

  • High level branded kiosk style table around 750mm wide.

  • A classy looking barstool (or similar).

  • This kiosk must be positioned in clear view from the main door, as this is the customers first point of contact.

Next, we need to define the precise parameters of responsibilities for this position. I have specifically not used the description of ‘processes’, because we want this person to able to use their discretion to decide how to assist each different customer that walks onto the showroom floor. I don’t want to tell them how to do their job, they must know how to do the job within the parameters I set out for them.


Role of this touchpoint:

  • Welcome every customer who enters the business.

  • Be able to direct customer to the right area of the business.

  • Inform the right person that a customer has arrived.

  • Be aware of any customers waiting an extended period of time to be assisted (in the waiting area).

  • Offer each customer a hot or cold beverage.


At this point in the ‘Customer Experience touchpoint: Welcoming’ development, I now need to refer back to what we have documented, and further expand on each point.


Soft skills needed for this touchpoint:

  • Presentable person (we haven’t decided if they should be male, female or what age they should be).

This person must be dressed in our appropriate uniform every day, which they will be responsible for cleaning and looking after. Our uniform consists of a branded pit-shirt, dark blue jeans and footwear will be restricted sneakers. If it’s cold, they will be required to wear a company branded jacket.

  • This person must enjoy interacting with people.

This personal characteristic will need to be noted in the recruitment process for this position.


However, it will need to be made clear that this role is not a sales role, so interactions with customers should not revolve around any sales topics

  • This person must be able to articulate very well.

This personal characteristic will need to be noted in the recruitment process for this position.


We will also need to train this person on all terms that we use in our industry and on our showroom floor.

  • This person must have empathy and be able to assist irritated people who are having a bad day.

This personal characteristic will need to be noted in the recruitment process for this position.


Some customers will have been sitting in traffic to get to us and may therefore be a little upset with their day when they arrive at our showroom. This person will need to be able to identify an upset person and know what to do to make their day better. This will also require additional training from our side.

  • This person must be interested (maybe not passionate) in the products or services on offer by your company and able to direct a customer to the right area of the business.

This personal characteristic will need to be noted in the recruitment process for this position.


This person needs to be interested in motorcycles, and preferably ride their own bike. This will allow them to better understand and relate to our target customer walking in through the door.

  • This person must not be glued to their cell phone.

This is something that we will not be able to get rid of entirely, so we will need to look at ways in which this does not become an issue. I propose that this is discussed with the person employed to find a mutual ground with regards to this topic. We could also look into building in a secure place for them to store and use their phone within the kiosk design.

  • This person must be prepared to stand / walk around for the majority of the workday.

The high barstool behind the kiosk will assist with this. We will probably need to look into assisting this person with purchasing good quality sneakers to assist in the all-day standing that this role requires.


And so we continue with all the points that were initially documented in the ‘Customer Experience touchpoint: Welcoming’ development stage.


As you can see, by dedicating time, effort and thought into this seemingly simple touchpoint, I uncovered a number of key points to consider, and items to budget for, in order for this position to effectively realise my Customer Experience touchpoint: Welcoming.


It has also created a working document for recruitment of this position, and factors to consider when evaluating performance of this position within my business.


Now to repeat this process for all my Customer Experience touchpoints!

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