What the Best Companies Do That Yours Doesn’t!

While an increasing number of companies are focusing on customer experience, why are some companies more successful at it than others?

Colin Shaw

beyondphilosophy.com

Category

Customer experience

Loyalty and retention

Article published on

12 December 2017

While an increasing number of companies are focusing on customer experience, why are some companies more successful at it than others?

Colin Shaw’s teams have developed a customer experience assessment model called “Naive to Natural” to determine the extent to which a company focuses on its customers.  This model categorizes companies according to 4 groups: “Naïve” (centered on the organization), “Transactional” (centered on revenue), “Enlightened” (centered on emotions) and “Natural” (centered on sensations).

Research has revealed that companies which are more centered on their customers, in other words “Natural”, offer a better customer experience and this is what differentiates them:

  • All employees interact with customers: Everyone interacts with customers, no matter the employee’s role.
  • All employees interact a lot with customers: “Natural” companies spend a lot of time with their customers.
  • Clearly defining their company culture: They define their work environment and align it with their customer experience objectives.
  • Focusing on important elements during team meetings: They use team meetings to focus on their customer experience strategy.
  • View customer complaints as opportunities: They see customer complaints as a way to surprise and satisfy customers.
  • Be transparent about issues: When something goes wrong, they are honest with their customers and do their best to resolve the situation.
  • Place importance on customer service: They value teams that deal with customers.

Finally, the author attests to the difficulty that certain companies may have in offering a customer-centered experience. In that respect, he puts forth the best method to do so, naturally, just as “Natural” companies do.

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