Let's Be Clear: One Customer Survey Is Not a Customer Experience!

Imagine thinking a single survey could capture the essence of your customer experience—it's like trying to understand a symphony by hearing just one note.

Surveys are helpful tools for understanding your customers' perspectives and experiences at a given point in the journey, but remember, they're not the experience itself; they are just one of the many data points we access to gain insights into the experience.

The Heart of Customer Experience: Feelings Over Data

At its core, customer experience is a feeling. That feeling is created through a series of interactions with your brand, business, staff, products, services, etc. The science behind Customer experience is this: the way you make your customers feel (heart) influences their perception (head) of your brand, which in turn affects their behaviour (hands) towards you.

Investing in Memorable Customer Experiences

Memorable Customer Experience will cost you.
You have to invest in understanding your customers on a human level. This takes time, money, and lots of listening to what is not being said. When you build your business around your customer, you build a sustainable business that makes the world a better place. You're solving a problem for people, creating employment, and enabling the pursuit of a higher purpose that everyone can buy into.

Beyond the Numbers: The Human Element

Memorable Customer Experience is a force for good in a world driven by numbers only.
We live in a society that constantly seeks microwave solutions to complex problems. While there may be “quick fixes,” they are rarely sustainable and often require more temporary fixes. Before you know it, you have a collage business held together with nothing but glue, water, and tape. The first sign of economic turbulence is going to send your business crashing!

I remember the first time I sat in a Customer Focus Group - Surveys convey words - Conversations convey sentiment, feeling and connection. The day I took the time to speak to a real customer to understand what they want was the day I realised the limitations of surveys in isolation… Surveys convey words, and conversations convey sentiment, feeling,

Building Authentic Connections

When was the last time you had a meaningful conversation with a customer outside of a survey? Take a moment to think about it.

Spend time with your customers. If you can, have coffee with them and find out how your business contributes to their lives. What problems do they believe your business solves?

Often, we discover things about our business that we don’t see because we are too close to it. What you think you sell is probably not what your customer buys. When you align what you think you sell with what your customer believes they buy, you can start creating memorable customer experiences.

The Formula for Success

Remember: Clarity + Accountability + Consistency = Trust + Loyalty = Brand Evangelism.

If you need help with any of these things, feel free to reach out to me