Peak Performance Culture

Chapter 5The Customer Experience

Most organizations seem to view the customer experience as an either/or matter – as in, either they were satisfied, or they weren't. If a customer seems satisfied, then – according to most companies – we have succeeded. If they are not, we failed. That simple, binary perspective oversimplifies the role that customer experience plays in a peak performance culture. The fact of the matter is that there exists a continuum of customer experiences that create four types of customers:

• The Evangelist: This is the best version of a customer. They are delighted by your offerings and echo that enthusiasm on social media channels, reviews, and at parties. They are different than your other satisfied clients in that they recruit others to your brand. They are loyal, forgiving of an occasional misstep, and very hard for your competitor to pry away. If you have a loyalty program, they use it without fail. In the wine industry, they join your club. They are a steadfast source of revenues and help you grow your brand by singing your praises to others. They are rare and extremely valuable.
• The Satisfied Customer: This is the most common form of customer. They have experienced your products/services and have been satisfied. Maybe not blown away, but not disappointed. They don't refer you to others because, in their mind, you have done nothing particularly impressive to distinguish yourself beyond meeting their expectations. As a result, a competitor who promises ...