The way we interact with customers directly affects the way they perceive us. When we are responsive, attentive, willing, and able to provide the information or assistance they need, we increase the likelihood of providing a positive experience. When we are difficult to do business with, unable or unwilling to satisfy customers’ needs, indifferent, inept, or rude, chances are the customer will have a bad experience.
A satisfying customer experience is critical if we want to positively influence the way customers behave. Anything less — even if it’s just a neutral experience — is not sufficient to compel the behaviors we want. Customers that have a positive experience are three times more likely than customers with a neutral or negative experience to buy a product from the company that delivered the experience; four times more likely to recommend a company or renew an existing relationship (e.g., a service contract); and five times more likely to state that they are satisfied with the outcome of the interaction.
While companies generally agree that a good experience is something to strive for and a bad experience is something to avoid, they find it’s not always easy to provide the experience customers need or expect. The first step to creating a positive customer experience is to understand the critical elements that shape the experience. It is also imperative to recognize the phenomenal impact the web has on shaping customer experiences and the new challenges introduced as we move more customer interactions on-line.