Duquesa D. Dean's Blog

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Colin Shaw defines customer experience as “the sum of all interactions between a customer and your organization. It’s the blend of your organization’s physical performance and the emotions that you create all measured against customer expectations across all points of interaction.” In my previous blog, I shared that anything and everything that touches the customer impacts his/her experience with your organization. Today we discuss how policies, procedures and standards of operation impact the customer experience.

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There are quite a number of components that make up the customer experience. In reality everything the customer sees, hears, feels or perceives impacts the customer’s experience. In this Customer Experience Series we talk about how to provide customers with the type of experiences that lead to repeat business and customer loyalty.

It’s pretty easy to provide customers with exceptional service. Amazon, Apple, Zappos and Starbucks all demonstrate this fact. Each of those companies have a customer experience model that their organizations and their employees adhere to. In order to be successful in delivering consistently positive customer experiences some important components must be in place. These include:

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“Mom is in intensive care on a breathing machine.  Come as quickly as you can.”  My brother interrupted my Friday night happy hour a few years ago with those words.  As you can imagine, I was horrified!  How could my mom who I’d just spoken to hours before be in intensive care?  The earliest flight I could get on was the following morning and those overnight hours felt like a lifetime.

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