{"id":3843,"date":"2017-01-25T05:37:00","date_gmt":"2017-01-25T05:37:00","guid":{"rendered":"http:\/\/localhost\/projects\/horsesforsources\/customer-delight-overrated_012517\/"},"modified":"2017-01-25T05:37:00","modified_gmt":"2017-01-25T05:37:00","slug":"customer-delight-overrated_012517","status":"publish","type":"post","link":"https:\/\/www.horsesforsources.com\/customer-delight-overrated_012517\/","title":{"rendered":"Why Customer Delight is Overrated"},"content":{"rendered":"<p><img decoding=\"async\" src=\"\/storage\/app\/media\/OBrien\/Customer-Delight-2.jpg\" \/><\/p>\n<p>Everywhere I turn, service providers are talking about how they&rsquo;re going to enable services clients to delight end customers.&nbsp; There&rsquo;s nothing wrong with aspiring to delight customers; in fact it&rsquo;s an admirable goal.&nbsp; But let&rsquo;s take a step back and talk about what really matters when it comes to customer experience.&nbsp; &nbsp;Partly due to increased expectations set by our more digital world, customers want and expect things to be simple and easy.&nbsp; When I order an Uber or an Amazon package, it arrives at my door in the time predicted. &nbsp;Am I delighted?&nbsp; Not really.&nbsp; Am I really loyal customer who spends increasingly more money with these companies?&nbsp; Yes.<\/p>\n<p>Full disclosure, we talk about delighting customers in our <a href=\"\/pointsofview\/Defining-the-Digital-OneOffice-Organization\" target=\"_blank\" rel=\"noopener\">OneOffice concept<\/a> of using a customer focus to align business operations.&nbsp; After all, in a customer-centric utopia, smiling, happy, loyal customers are the ultimate goal.&nbsp; But right now, I think it&rsquo;s time to talk more realistically and focus on the basics. As a customer, I want to get my package on time, my question answered simply and easily.<\/p>\n<p>Here are some service provider promises in marketing materials out there now:<\/p>\n<p>&ldquo;Elegant creative designs that go beyond average usability to deliver individualized experiences that charm, delight and engage&rdquo;<\/p>\n<p>&nbsp;&ldquo;Utilizing the science of data and a unique approach and focus on the art of the possible, (we are) leading the way in designing transformative customer experiences that delight and engage&rdquo;<\/p>\n<p>&nbsp;&ldquo;Our vision is to make our customers experience the delight of their customers&rdquo;<\/p>\n<p>&nbsp;<strong>It all sounds wonderful, but let&rsquo;s get a bit more realistic.&nbsp;&nbsp; Think about the last time you as a customer felt really thrilled by the service you received.&nbsp; <\/strong><\/p>\n<p>We should take a good look at how we can start preventing bad customer experiences, which have a much greater potential to do business damage than great experiences do to have a positive impact.&nbsp; I recently participated in 4- literally 4- online chat conversations regarding an order that arrived damaged.&nbsp; None of the chats had record of the previous, or of the initial order. It was the most anti-omnichannel experience I&rsquo;ve ever had. It seems everyone has one or more of these stories.&nbsp; For many companies, there&rsquo;s a lot of work to be done to improve basic customer service.<\/p>\n<p>Take this as food for thought.&nbsp; Satmetrix, the company which owns NPS (net promoter score) <a href=\"https:\/\/www.netpromoter.com\/wp-content\/uploads\/downloads\/landing-pages\/2016-nps-b2c-benchmark-infographic.pdf\" target=\"_blank\" rel=\"noopener\">benchmarks customer satisfaction annually<\/a>, using Net Promoter Score (NPS) which reports that the industry with the highest NPS is retail, with a 58 average.&nbsp; That&rsquo;s the <em>highest. <\/em>&nbsp;The lowest is internet service providers at 2.&nbsp; The standard for &ldquo;world class service&rdquo;? 75.&nbsp;&nbsp; Even the top-rated customer service companies (i.e. USAA, Nordstrom, Apple) are hardly close.<\/p>\n<p>&nbsp;<strong>Aspire to delight, but focus on the results that really matter.<\/strong><\/p>\n<p>Let&rsquo;s face it, as much as it&rsquo;s a cheerful concept and inherently the right thing to do, how does delightful customer service translate to business value?&nbsp; The business goals are to increase loyalty and repeat sales, and reduce churn in retail; lower admissions\/re-admissions in hospitals and improve patient health in healthcare; reduce claims leakage in insurance, improve regulatory compliance in BFSI. So, the idea is you want to engage your consumers in order to impact these types of outcomes.<\/p>\n<p>I do believe customer delight exists, and it&rsquo;s certainly relevant and valuable.&nbsp; But to try and put delight into some systematic, algorithmically programmed process is a waste of time if you don&rsquo;t have the right design and talent.&nbsp; So, yes, set everything up &nbsp;&ndash; connect the front and back end systems so that employees have the information they need &ndash; set up digital channels for customers to communicate and then, the most important piece&#8211; &nbsp;<em>hire the right people who are empowered to act on it<strong>.&nbsp; <\/strong><\/em>Make the goal to simplify communication and the ease of doing business to generate loyalty with your customers.<\/p>\n<p><span style=\"font-size: 14pt; font-weight: bold; color: #ff6600;\"><strong>Bottom line: Make life simpler for your customers, and loyalty (and hopefully delight!) will follow<\/strong><\/span><\/p>\n<p>As I said about <a href=\"http:\/\/www.horsesforsources.com\/blog\/melissa-obrien\/forget-about-omnichannel-hype-when-your-basic-customer-service-sucks\" target=\"_blank\" rel=\"noopener\">forgetting omnichannel when your basic customer service sucks<\/a>, make the customer experience goals about personalizing, consistency and simplicity.&nbsp; If delight follows, fantastic! Look to pivot operations toward OneOffice to become nimbler, more intelligent digital organizations that deliver on customer needs.&nbsp; Now that would be delightful.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Everywhere I turn, service providers are talking about how they&rsquo;re going to enable services clients to delight end customers.&nbsp; There&rsquo;s&#8230;<\/p>\n","protected":false},"author":7,"featured_media":3844,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55,861,833],"tags":[],"organization":[],"ppma_author":[34],"class_list":["post-3843","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-crm-and-marketing","category-customer-experience-management","category-oneoffice"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Customer Delight is Overrated - 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