Insights

How far will to go protect and preserve your brand reputation?

When last were you airlifted away from a car breakdown site, with no injuries? Well, I for one, never! This is a story about customer experience that grabbed my attention. Even for me as a customer experience professional, my initial reaction was one of disbelief! This cannot be true.. Well, you be the judge of it.

South African consumers are generally exposed to very low levels of service on a daily basis. No matter where you wish to spend your money - at restaurants, hotels, shops, etc. you are likely to experience lack of care and indifference from staff, presumably there to serve you. However, South Africans tend to respond with apathy. After a rather disappointing Sunday afternoon lunch experience at a local restaurant, it made me consider the reasons we have become seemingly complacent, and how business can improve customer experience, using 4 important ingredients in their approach

How often is the excitement you experienced when buying something you really wanted, diluted with the after sales experience? Effortless interaction jumped onto my radar again after a disappointing experience when buying the new iPhone7.

The sales experience extends beyond point of sale

I recall complimenting the salesperson on the excellent service, thinking; “I get it” when he told me about customers following him wherever he goes. Well, that’s great when selling the product! However, this is where companies get it so wrong.

Over the last few years, tracking recommendation as part of customer satisfaction or CEX measures has been widely used across many industries. Since the introduction of the Net Promoter Score (NPS) by Fred Reichheld in his 2003 Harvard Business Review article "One Number You Need to Grow", NPS has been an important metric for companies globally. Recently, NPS has been under attack in articles with headlines such as “NPS is Dead”.

Recently I had yet another experience with a call centre which had my blood pressure rise to dangerous levels.  In South Africa, there is no longer an option for a customer to talk to a bank, other than through a call centre.  Well, maybe if you have a private banker, who is actually accessible to you or in the worst-case scenario, you can always make your way to a branch. Generally, if you have a problem, as a customer, the only option is to deal with their call centre.

Contact Details

M +27 82 464 6811

Parkhurst, 2193
liezel@consumerlab.co.za

 

    

 
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