home Customer Experience Are you reactive or proactive with your customers?

Are you reactive or proactive with your customers?

Creating an exceptional customer experience requires a pro-active and forward looking approach. Even if you are quick to respond and resolve issues once they are raised, being reactive will inhibit your ability to stand out in the eyes of your customers.

What was exceptional service yesterday is now the standard. All your competitors do it as well. Kevin Lefier, comments “If you’re reacting to events in your customer’s lifecycle instead of leading customers through a well-orchestrated funnel, you’re not giving your customers the experience they deserve. Your giving them the same experience they can expect from your competitors”

This means identifying problems and fixing them before a customer notices and complains. Try to be pro-active in communicating the problem, what you are doing to resolve it and when it will be fixed.

If you’re a bank and your online banking facilities go offline, how can you communicate with your customers to inform them of the problem and the expected downtime. If you are an airline and flights are cancelled what alternatives can you provide your customers?

  • How easy is it for people to do business with your organisation?
  • How easy is it for users to navigate your website?
  • How well do your staff interact with customers over the phone or at the counter?

Make things simpler

Look for opportunities to provide greater convenience. Walk in your customers’ shoes and appreciate how they want to be treated as well as understanding their expectations.

Design and promote communication channels and interactions that allow them to connect with you on their terms. Remember, however, that what works for one customer may irritate or frustrate another. Evaluate the entire user-experience through a customer’s eyes, exploring their functional needs as well as their emotional needs.

Using data to gain insights about your customers

More and more organisations are leveraging the data they have about their customer to evaluate past interactions to design new interactions. Predictive analysis can predict user intent and behaviour, providing answers to questions your customers have yet to ask.

It’s only by being pro-active that you can truly differentiate your organisation through customer service. Being pro-active is a vital ingredient in building loyalty and trust. Be creative and innovative. Try new engagement strategies and explore new methods. It’s by being different and going that extra mile that will set you apart from your competitors.

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Mark Atterby

Mark Atterby has 18 years media, publishing and content marketing experience.

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