The question “What do my customers want?” is maybe even more confounding than the 3000 year old Riddle of the Sphinx. Guessing incorrectly in either case brings the same fate—death (of the business, if not the owner). I suppose we can lay it all at the feet of digital innovation, which has raised the bar on customer expectations. Customers now expect the same level of end-to-end prompt, seamless performance and service from the small and mid-size companies that they still (thankfully!) patronize as they receive from well-funded and staffed multinational corporations. The little people must now work smarter, be evermore creative and resourceful and OMG hustle if we want to be viable.
According to a 2018 Salesforce CX Report, where 6,700 B2B and B2C buyers answered survey questions on technology, trust and the customer experience, 80 % of responders feel that the buying experience a company provides is as important as the products and services it provides. The report also found that if customers are dissatisfied, they’re ready to jump ship—75 % agree that it’s easier than ever to take their business elsewhere. So just because your customers are cozying up to you now doesn’t mean that they won’t look over your shoulder to see who else is in the room. https://c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/datasheets/trends-in-integrated-customer-experience-salesforce-research.pdf
The State of the Connected Customer, a 2019 Salesforce survey of 8,000 B2B and B2C buyers, found that customers will switch brands for what they perceive as a better customer experience. The survey concludes that customers expect good-to-great experiences from companies they know or would like to try out. The report also shows that trust and company values are important building blocks of customer relationships. https://www.salesforce.com/content/dam/web/en_us/www/documents/infographics/2019-state-of-the-connected-customer-infographic.pdf
At the same time, customer expectations are continually shifting as a result of their ongoing interactions with the world around them. For business owners and leaders, this means that in order to get a handle on creating the most desirable customer experience it is necessary to reexamine / reevaluate the customer experience at our organizations, this time from the customer’s perspective.
By way of understatement, customer expectations are not always predictable. How a customer judges their experience will not always align with what business owners and leaders have assumed about the experience their company provides. According to a 2017 report compiled by the uber consulting firm Accenture, 73% of B2B buyers want the customer experience to resemble that of a B2C company. https://www.accenture.com/_acnmedia/PDF-60/Accenture-Strategy-B2B-Customer-Experience-PoV.pdf#zoom=50
We also know that the personal touch is highly valued. In 2015, The Harvard Business Review reported that companies that successfully master the art of personalization for their customers can reduce customer acquisition costs by as much as 50 %, increase revenue by as much as 15 % and increase the effectiveness of marketing dollars spent by up to 30 %. https://hbr.org/2015/11/how-marketers-can-personalize-at-scale
The fact is that the customer experience is impacted by customer expectations and those expectations play a significant role in how our customers perceive and judge our organization. Customers today expect the companies with which they do business to know their preferences and they want those preferences reflected in every interaction, whether online or face-2-face.
What business leaders can do
First, recognize and define what the ideal customer experience in your organization looks like and take steps to ensure that the standard is consistently met. Remember to assume the viewpoint of the customer and guard against internal bias. Second, stay abreast of market research that reports on your industry to discover trends and evaluate what your organization can afford to do and what it can’t afford to not do, in response. Third, guarantee that all customer-facing staff understands the value of delivering a first-rate customer experience and empower staff to support the delivery of that first-rate customer experience. Training is often necessary to show organization leaders how to create an empowered culture for employees and teach customer-facing staff how to graciously and effectively meet (reasonable) customer expectations.
Creating a superior customer experience at your organization requires significant planning and flawless execution. Be aware that every facet of your organization has a contribution to make as you respond to your customer’s evolving expectations. As you prepare your organization to study and improve the customer experience provided, consider how customers and prospects might view your company’s website content and functionality, sales distribution methods, payment systems, content marketing, social media, sales distribution, business hours and other factors that directly or indirectly impact the buying and customer experience at your organization.
Happy New Year and thanks for reading,
Photograph: © Richard Termine for The New York Times. Samantha Barks (center) in the Broadway musical Pretty Woman (2018).