Definition: The Perfect Customer Experience

The perfect customer experience is one which results in customers becoming
advocates for the company, creating referral, retention and profitable growth.

Comments

[Linda Ireland]

It's interesting that this conversation started with a "definition of a perfect customer experience" and quickly became about CRM software. An important topic, but perhaps a tangent? I think every customer experience starts with a person who has a problem, need or desire they would pay money to solve. Their experience (see if you think this is akin to Dale's and Bruce's comments above) is what happens and how they feel as they learn about their options, try them out, buy, use a product or service to solve their need - and evolve to a new need over time.

If that definition makes sense to you, then the 'expectations' we must exceed are about whether or not the need was solved, and how the customer felt while it was (or wasn't). A "perfect" experience would be one that solves a need better than any other organization can - and drives sustainable financial performance. This post may extend the conversation (more!): http://bit.ly/WCzDs

[Laraine Spector]

I think it is difficult for customers to become company advocates given the way most companies treat their customers. Let me give you an example: Bloomingdale's, like many companies, likes to tell certain customers (I don't know the criteria they use to offer these designations) they are their "best" customers. But if the customer should miss a single credit card payment, even if this involves a very small sum, the company will report the "best" customer to the credit bureaus immediately and without hesitation. In my case, I was charged by a Bloomingdale's department for a purchase I did not make and it was put on a Bloomies card I don't use. I requested the charge be transferred to the Bloomies card I always use and, though the charge was transferred to the correct card, the late fee remained on the first card; and after a few months, that charge amounted to about $50. Since I do not use that other card and thought I had taken the proper action in having the charge transferred, I had no idea that the late fee was forwarded to the credit bureaus. Though I had been out of the country when this arose, I finally found out what had happened and contacted Bloomingdale's immediately. The customer service office assured me all late charges would be removed. But they didn't notify the credit bureaus. So, I was surprised to learn that my credit report had a derogatory statement on it. When I notified Bloomingdale's (again and again and again), I was told it takes time for the credit bureaus to update their files. File a complaint with the credit bureau, I was told by Bloomies. That's what it means to be one of the "best" customers of Bloomingdale's. Not much. Indeed, if I don't want to be penalized should I apply for credit, a loan, a job, or the like, I must file a credit file investigation form to ensure?? that the credit bureaus correct this inaccuracy. Ultimately, companies really don't give a damn about their customers -- not even their best customers.

[Syntellect]

I would dare say that's the perfect definition for "The Perfect Customer Experience". But too much responsibility falls on the actual customer for it to happen too often.

[Dale Wolf]

Bruce, I have no disagreement with your comment ... as long as the customer's level of satisfaction is higher than a "satisfied client."

We see too many stats of satisfied customers who leave for a competitor.

But what I hear you describing is a customer who has been converted to "highly satisfied" ... the fact that she keeps her satisfaction to herself is her own deal (she's not a talker). But of course when any of us go on the record with our friends and colleagues and actually recommend a vendor, we have made a public commitment. This should be a stronger and more committed customer.

I think on the Net Promoter Score, your customer would be a 9 and mine would be a 10. Both 9 and 10 scores are examples of a perfect customer experience.

Thanks for commenting because this keeps us all sharper and helps us all grow in our understanding of a critical topic.

[Bruce Temkin]

The perfect customer experience is a set of interactions that consistently exceed the needs and expectations of a customer. While the outcome of delivering great customer experiences will hopefully turn many customers into advocates, I don't think an experience is any less great if a customer keeps her satisfaction to herself.

[Dale Wolf]

I could not agree with you more ... the millions of dollars that have been wasted on CRM software were wasted because these organizations thought they were buying a silver technology bullet. They never bothered to discover customer needs and then change internal processes, training, recruiting, compensation and communications to deliver a valued customer experience. This does not, however, mean that technology is unimportant. Automating replicable processes brings efficiency and consistency. But it starts with the organization; not with the software.

[Customer Experience Solution]

Agree with your definition. However, too often the marketplace thinks that the solution is a piece of software... instead of a deep understanding of the processes by which customers engage, and the expectations that customers have. Knowing the customer service expectations and engineering the processes and customer touchpoints is the approach required...not a piece of software. The cusotmer experience solution is a defined operating model, not a piece of software.