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Want to create successful long-term client relationships and drive repeat business? By now, almost everyone knows that basic customer satisfaction isn’t enough. The most successful companies strive to deliver not just transactional customer satisfaction, but a unique overall customer experience.
Creating an “Intentional Customer Experience” requires effort in two domains:
Customer-centric leaders (eg. Sales people, customer service managers, etc.) can foster appropriate cultural norms across an organization in a couple of ways:
1. Leading by example through demonstrating customer-centric behaviours:
2. Coaching other employees on:
Documented processes can complement cultural norms, by increasing the odds of successful client interactions. They are a safety net for complex interactions or in rapidly growing or large companies in which culture isn’t always enough.
Many companies actually do follow best practices for a positive customer experience without even realizing it. To become intentional, perform a review of successful client engagements for practices that could become part of an intentional client engagement process.
These might include:
Of course no amount of good service can overcome a bad product. Effective value delivery (ie. the transaction) is the core of a customer’s experience and the foundation of successful customer relationships. However, the many customer interactions that occur before and after the core transaction are what truly distinguish brand leaders.