Customer Loyalty, Business Branding, and Walt Disney:
Customer Experience Matters is a good and educational read. A recent post was particularly compelling and inspiring for businesses aiming at better customer loyalty and branding. For instance Walt Disney once said:
You can design and create, and build the most wonderful place in the world. But it takes people to make the dream a reality.
Here are some implications of this law:
Don’t under-spend on training. You can’t just change some business rules and processes and hope that customers will be treated better. Just about any change to customer experience requires some employees to change what they do and how they do it. So don’t skimp on the training effort.
Make it easy to do the right thing. If it’s hard for employees to do something, then they are less likely to do it — and more likely to get frustrated. That’s why enabling technologies need to be designed for employees to easily accomplish tasks that help customers.
Communicate, communicate, communicate. If you want to have employees feel like they’re a part of something, then you need to tell them what’s going on. So develop a robust communications plan that not only tells employees what the company is doing, but also explains why you’re doing it. And it helps if you sincerely solicit feedback!
Find ways to celebrate. If employees do things that help customers, then find a way to celebrate those actions. These celebrations can take many different forms: a handwritten note from the president, acknowledgement in a company newsletter, or an on-the-spot bonus. Look for opportunities to catch people doing the right thing.
Measure employee engagement. Firms need to put the same rigor in monitoring employee relationships that they do in monitoring customer relationships. So they need to develop a relationship tracking measure like “likelihood to recommend as a place to work” that is used to gauge progress and to identify corrective measures.
The bottom line: Customer experience depends on employee experience.
You can read his 6 Laws of Customer Loyalty here.
How can you do a better job of creating a better customer experience and of making customers feel less like numbers?