Ensure consistently high-quality customer interactions

Why is it that Ritz-Carlton customers refuse to stay in any other luxury hotel? In the mobile telephony industry, where average customer turnover is 25 percent, how can one explain that Virgin Mobile has a 90 percent customer satisfaction rating, with two-thirds of customers willing to recommend its services to their friends?

Naturally, the quality of technical service plays a role. And of course, the aforementioned companies also have well-oiled marketing pitches and a clear strategic positioning. But so do most of their competitors! What makes the difference is their ability to ensure that every interaction between customers and the company leaves a good impression, including interactions that occur during neutral or potentially negative events. Companies distinguished by the excellence of their customer interactions swear by this. They do not leave the quality of customer interactions solely in the hands of local management and sales representatives, but apply a disciplined process across the entire organization, with a specific focus on three points:

– Non-negotiable customer experience standards. These companies approach the description of the experience each of their customers should receive as painstakingly as the technical design of their products.

– Continuous vocational training. Priority is placed on all aspects of behavioral as well as technical training, even if this means cutting into other budgets.

– Sharing information on the spot. In these companies, every employee is not simply authorized, but expected to capture any customer information which appears relevant and share this information discreetly with the rest of the team.