Customer experience includes all interfaces that firms have with people. A great experience leads to satisfaction and repeat business. Accordingly, closing the customer experience gap is vital.
Closing the Customer Experience Gap
Some firms are rather weak in this area and have created a customer experience gap.
“Bain & Company surveyed 362 companies. Eighty percent said they delivered ‘superior customer experience.’ According to customers, 8% did. In the age of hyperconnectivity, firms should be more in tune. But in reality, a wide gap exists.”
Barrett offers several tips. “(1) A great experience is seamless. It works across channels and devices. (2) A great experience is proactive. It anticipates customer needs. (3) A great experience is receptive. the firm seeks feedback. (4) A great experience is human. It’s built on relations. (5) A great experience is dynamic. It adapts to shifting preferences.”
The video is a good summary from Business 2 Business.
Improving the Customer Shopping Journey
McKinsey has a “CEO Guide to Customer Experience.” It includes the customer shopping journey.
“What do my customers want? Leading firms know they are in the customer-experience business. And they know how they deliver is as vital as what they deliver. This guide taps the expertise of McKinsey and others. It explores customer interactions. In addition, it looks at steps to improve customer-centricity. See the infographic.”