3 Ways to Deliver a Consistent Customer Experience

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According to a Customer Experience Impact Report, 86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. While most companies say they are focused on delivering the best customer experience, the tricky part comes with the word consistently. According to a survey by Bain & Company, 80% of CEO’s believe they deliver a superior customer experience, while only 8% of their customers agree. There is no doubt that there is a gap there, and a gap represents opportunity. So how can we ensure that each customer has a great experience every time they interact with us?

Center decisions around your customer
At my company, TitleSmart, where we deliver services around residential real estate closings and title insurance, there is rarely a conversation that occurs without mention of the customer. From the big decisions like who we hire and how we structure our team, to the day-to-day details like how we answer the phone, and what we put out in our conference rooms, every action is designed with the customer in mind. This seems like common sense, but I know of many companies whose decision-making process brings in the customer as an afterthought, rather than a focus. Next time you’re making a decision, ask yourself, how could this impact my customer?

Quote your customer
Listening to customer feedback and sharing it throughout the company helps us keep the customer’s voice in our heads. We are always asking our customers what they think and we treat the data they provide like gold. We study the comments and feedback on a regular basis. We’re careful not to water down or dismiss any remarks and we address them as soon as possible. This doesn’t just mean correcting the negatives, but also quickly sharing the positives. We share customer feedback and testimonials throughout the company on a regular basis. This practice helps everyone, but especially those people in support roles who don’t necessarily interact with our clients on a regular basis, to continually keep the customer in focus. Next time you receive a comment about your company’s work, consider sharing it with your team to strengthen the customer’s presence in your organization.

Write your own rules
Too many rules can take the fun out of anything and can rob your customer experience of sincerity and authenticity. But writing a couple of your own rules or best practices, based on what you know about your customer, can create consistency and help to build your customer experience and brand. It can be fun too! At our company, we offer each and every customer fresh cookies and hot coffee, or cocoa, or soft drinks, and we have juice boxes for the kids. We have a live person answering the phone at all times during business hours, and we send a thank you email and feedback survey after every closing. We’ve found that those seemingly small activities make a big impact with our customers, so we’ve decided to make them standard practices. It could be the amount of time you’ll take to provide a quote, or the way you’ll acknowledge a referral, but making an effort to establish some of your own customer service “rules” will go a long way in creating a customer experience that stands out.

There has never been a better time to renew your focus on customer service. According to a recent Customers 2020 Report, by 2020 the customer experience will overtake price and product as the key brand differentiator. There are infinite opportunities for companies who are ready to lead the way when it comes to anticipating and meeting the needs of current and future customers. So what will you do to ensure a consistently outstanding customer experience?

Cindy Koebele
Cindy is the president and owner of TitleSmart, Inc., where she leads a talented and growing team to deliver the best closing experiences to clients across the Twin Cities metro area. Cindy’s constant pursuit of new ways to wow customers has earned her several awards, including being named one of the Minneapolis-St. Paul Business Journal’s Women in Business Honorees in 2015 and a 2015 EY Entrepreneur of the Year Award Winner in the Upper Midwest in the Insurance Services Category.
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