In This Chapter
Looking at eight essential steps to creating a great customer experience program
Understanding why little things mean a lot
Considering why the “low-hanging fruit” approach doesn’t work
Appreciating the importance of “owning” customer experience
Thinking of customer experience as the ultimate competitive advantage
Before you can work to improve customer experience, you need one key piece of information: what customer experience is. The best definition we’ve seen comes from customer experience thought leader Colin Shaw:
Customer experience is the sum of all interactions between a customer and your organization. It’s the blend of your organization’s physical performance [and] the emotions that you create all measured against customer expectations across all of your points of interaction.
Or to put it another way: Customer service is an attitude, not a department.
Simple, right? Well, maybe not. If you begin to dissect ...