Growing GREAT Customer Experiences

SRD Group agrees with many other researched business leaders and authorities, in particular Colin Shaw and John Ivens of Beyond Philosophy (whom we attribute a great deal of our learning), that it will be great customer experiences that will differentiate companies and increase growth and long term loyalty in the future. It is now becoming more obvious to companies that they need to ensure that they ‘delight’ their customers and that they consistently provide great customer experiences.

What is the Customer Experience?

The majority of people when asked to describe a GREAT Customer Experience talk about how they were made to FEEL rather than about the product or service! They raise the emotional bond as the most important factor in the experience.

SRD Group describes a GREAT customer experience a well balanced combination of the Physical and the Emotional Levels where personal points of expectation on both levels are constantly met, often exceeded and regularly infused with ‘moments of magic’.

Both levels require a certain point of expectation to be reached in order to provide a good customer experience.  The more these expectations are exceeded on both levels, the greater the customer experience. The majority of organisations, however, have focused heavily on the Physical Level and have ignored, or not yet realised, the negative impact that ignoring the Emotional Level can have on the customer experience and therefore retention and loyalty

Some facts to consider!

• It costs about five times more to acquire a new customer than to retain an existing one.
• A 5% increase in loyalty can increase profits by 25%-85%.
• A dissatisfied customer will tell nine to ten people about an unhappy experience, even more people if the problem is serious.
• Satisfied customers tell five other people about their good treatment.
• 31% of customers who experience service problems never register complaints, because it is "too much trouble", there is no easy channel of communications or because they believe that no one cares.
• Of that 31%, as few as 9% will do additional business with the company.
• Loyal satisfied customers are more apt to recommend a company, providing word-of-mouth advertising, the most effective and least expensive sales promotion there is.
• A very satisfied customer is nearly six times more likely to be loyal and to repurchase and/or recommend your product than is a customer who is just satisfied
• Great customer experiences save money and increases sales and profits.

How can SRD Group Help?

At SRD Group we help our clients Grow Great Customer Experience's, which increases Customer retention, loyalty and revenue. We do this by offering workshop programmes (tailored and generic) and consulting services for our clients to understand the need for the Customer Experience to be a fundamental opportunity to differentiate their company and help create greater loyalty. We help define their Customer Experience Intention and to implement their strategies to Grow GREAT Customer Experiences.

Customer Experience Workshops

The aim of SRD Group’s workshops is to introduce the concepts behind Growing GREAT Customer Experiences. The idea is for the attendees to understand and explore what makes up a Great Customer Experience then to relate this to their own roles, departments and the organisation. The desired outcome is to stimulate some thinking that will initiate some ideas/plans/actions that may be applied within the organisation to Grow GREAT Customer Experiences.

The tailored workshop is personalised for a company and is designed to help Grow GREAT Customer Experiences. We help define the specific actions you will need to take, to enable you to use the Customer Experience as a key strategic differentiator.

At the conclusion of the workshop attendees will:

• Be able to define areas where they can improve the Customer Experience
• Understand why many senior business leaders believe that just differentiating on the traditional elements like, price, product quality is no longer sustainable.
• Understand why senior business leaders believe the Customer Experience is the next competitive battleground.
• Understand the vital role emotions play and why they have been totally underestimated by business.
• Define how their company can use them as a differentiator.
• Define their Strengths and Weaknesses after undergoing the Customer Experience Health Check
• Establish an action plan

Typically the workshop would be attended by up to 12 delegates, ideally a cross functional team including senior decision makers. The workshop will be very interactive. We firmly believe that learning comes from participation in debate, not from a ‘talking head’. We will debate what you can practically do to Grow Great Customer Experiences.

Customer Experience Consulting

Many clients do not have the skills, resources or time to have a Customer Experience Engineer. Hence they partner SRD Group to develop and implement a plan to Grow Great Customer Experience, thus increasing their customer retention and loyalty.

We can help you define the Customer Experience Intention you are trying to deliver, and the emotions you wish your customers to feel. We help you to grow your Customer Experience using:

• The Customer Experience Tree as a way to re-engineer processes and introduce ‘moments of magic’
• The Customer Experience Nucleus to guide your various departments as to what and how they need to keep the Customer Experience at the centre of everything they do.
• The Customer Experience Action Plan for ongoing success.

Finally we can help you measure your Customer Experiences through our AnswerView Customer Experience Survey Programmes. These coupled with our wealth of CRM consulting experience provides a strong recipe for success.

Please contact us for more information.