Comment here on the topic improving customer/client engagement and how to improve your Postive Customer Interactions (PCIs).
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Comment here on the topic improving customer/client engagement and how to improve your Postive Customer Interactions (PCIs).
I’m starting up this category, noting a comment from Brent:
Brent Says:
May 19, 2010 at 7:31 pm
I have worked for several companies that had tried suggestion boxes and none of them have have contributed anything of value and after a while they have been removed by management.
This seems right to me, Brent. Most of them seem a waste of time! So what are the people at Masterkey saying?
Tony A:
There are respnses to this comment from Brent in the uncategorised section (including a response from Stew Leonard). Have a look there.
Things that get me coming back to a store include the employees remembering my name. Or if at a specialty store, the employees remembering what I bought last time – people develop habits and in general, go for the same thing each time.
I appreciate it when the bank can say my name properly when reading if off a card (it’s not por-tia, its por-sha!).
This is – I think – one aspect of what Mastkerkey is saying – CUSTOMER LOYALTY! Remember the little details about a person.
Everyone knows that at the end of the day, we want our business to succeed. But how can we do that if we can’t even do the small things with our customers?
Portia:
You’re on the money! As Stew says in The WOW Paradigm program – “In retail, it is the detail”. But, IMHO, this applies not just in retail – it applies whether you’re a lawyer, an accountant, a landscape gardener, etc.. What you’re saying here is something fantastic for ALL businesses to understand. Know your customer, and show you care!
One of the great tools a business can use to improve customer engagement is to use a Customer Touch Point Chart. To create your own Customer Touch Points you stand in your customers shoes and walk through the business as if you were a customer. As you do this note each time the business has an opportunity to interact with the customer. This is a customer touch point.
Once you have established a graph of touch points then you can zero in on each touch point and create processes and systems which show your customer you really care about them. Jan Carlsson made this process in his book “Moments of Truth”. This book was written almost 25 years ago but still is regarded as one of the all time classics when it comes to understanding how to create a business that really focusses on caring understanding your customer. Carlsson was able to refocus SAS and turn a significant loss makeing airline into a very profitable one.
Stew Leonards is a modern day example of just how powerful this approach can be both in terms of creating serious customer engagement at every customer touch point in their business and also in producing sustained profitabilty.
What is a PCI and how does this help a business to understand it current customer loyalty level?
Brent
Here is a video, Brent, with an example of a PCI that created a customer for life!