I was reminded again this week of the importance of defining the experience you want to create for your customers.
When I start working with a business I often find they don’t have any clearly defined ideas of what good service looks like; they just know they’ll recognise it when they see it.
This isn’t particularly helpful when you’re trying to convey to others what you expect!
Before we can hope to manage our customer experience we need to define what that experience is.
Lack of clarity leads to confusion for your team, inconsistencies for your customers and frustration for you.
What does great customer service look like, sound like or feel like for you?
Do your team know what great (or even good or acceptable) looks like? How will they know when they are doing things right? Do they know what they’re aiming for?
Although you may not want to be totally prescriptive, you’ll at least want to define minimum expectations, as everyone’s interpretation and perspective can differ. The better they understand your end goal the easier it will be for them to deliver the customer experience you are aiming for.
It’s not just about the behaviours you expect your team to demonstrate in dealing with customers, but defining the whole of the customer experience from end to end.
Unless your team understands what you’re looking to achieve have to rely on guesswork to get it right, and it means decision making becomes really difficult unless everyone knows the outcome you expect.
Once you can define what great looks like it certainly makes training easier as you know exactly what you’re aiming for.