How often do you or any of your team put yourselves in your customers’ shoes? Is it built into your customer service training?
I’m often amazed how frequently I come across employees who only know their tiny little bit of the customer journey, having never experienced anything else the customer gets to see or hear.
I strongly encourage all businesses to have every single employee experience every one of their customer touch points.
This has two spin offs.
Firstly you get a fresh pair of eyes (and ears) on what the customer sees, hears or experiences. Of course this is no substitute for your customers’ feedback, but it’s amazing what team members will spot as opportunities to enhance or modify the customer touch points to give a smoother or enhanced customer experience. Not forgetting the potential it opens up for spotting opportunities to add value or make recommendations to customers.
Secondly it helps your team members to engage more readily with your customers.
Because they’ve experienced everything first hand for themselves they are able to appreciate what’s important to the customer at that point, and can relate easily to them when discussing or describing any aspect of your service or products.
Of course it may not always be possible for team members to experience everything (let’s say you are a midwife or undertaker!) but even if you sell exotic holidays or exclusive wedding dresses there will still be plenty of opportunity to get a sense of what your customers experience particularly the various touch points your customer experiences before or after doing business with you, which so often get forgotten.
Because we can become oblivious to what we’re involved in every day (and sometimes quite protective) aim to mix things up a bit. Even old hands can give you another perspective by experiencing another department. And build it into your induction process as new team members will be experiencing things for the first time, giving you a fresh perspective.