Perfection and the Perfect Customer Experience

By Dale Wolf

I am frequently challenged about the name of my blog. A PERFECT customer experience. Is there such a thing as a perfect customer experience? I say yes when it addresses 8 factors.

At this point, let me draw a distinction between two similar concepts: the first is “perfection” and the second is “the perfect customer experience.”

§         Perfection is a state of zero-defects. It is clear that “perfection” is unachievable but that its pursuit is absolutely necessary in every task we do. Otherwise, we never get better. It is hard work. It is incremental. Like the compounding of financial investments, it is built consistently across a longitudinal time frame of small victories that lead to huge leaps forward. Another way to look at perfection is the way Antoine de Saint-Exupéry did when he reputedly said: "Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away."

§         The perfect customer experience, on the other hand, is one which results in customers becoming advocates for the company; creating referral, retention and profitable growth. . “The perfect customer experience” is achievable, one customer at a time. Indeed, it is something that must be achieved if a business is to be successful.

Harrods knows the difference. This successful casino hotel relentlessly pursues perfection so that it can deliver a perfect customer experience. So does Tesco, the UK grocery chain. And Virgin Air, Harley-Davidson, The Banyan Tree, First Direct, General Electric.

They all pursue perfection but they absolutely deliver the perfect customer experience in large numbers. They have each discovered how to sustain competitive advantage by pleasing their customers. While none of them are perfect, they deliver the perfect customer experience by adhering to 8 principles:

1. The experience is intentional ... not accidental. It is thoughtfully planned
2. The experience is valued ... the marketer has discovered what pleases the customer
3. The experience is differentiated ... experiences differentiate even commodity products
4. The experience is enculturated ... it is indivisible from the company's culture
5. The experience is consistent ... it is the same across every touchpoint
6. The experience is communicated ... both by the marketer and the customer
7. The experience is rewarding ... both to the customer and the marketer
8. The experience is fixed ... when it goes wrong, the situation is corrected