In a recent presentation I did to a group of CEO’s showing the impact of the customer experience (CX) on revenue they were shocked to see that customers who score 7 or 8 out of 10 also scored low on guaranteed repeat business.
Research example below.
Passives – Customers who score a 7 or 8 out of 10 are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
Passives are present to the fact that you have met their expectations through the product or service you have provided BUT they have NOT experienced a positive feeling and therefore are at risk of churning and nor are they actively sharing their experience of doing business with you.
No surprise to see within the same research sample their Word-of-Mouth referral was also extremely low.
And when asked How many times have you used these services in the last 6 months? again Passive customers who scored a 7 or 8 out of 10 scored low on guaranteed repeat business.
Near enough is not good enough. Delivering a customer experience that meets their expectations is not enough. It must stand out!
Each and every business no matter what industry you are in or what product or service you provide has the opportunity to leave their customers with a positive feeling.
For example, restaurants have an amazing opportunity to leave their customers with a positive feeling from the moment their customers call to make a booking, through to the moment they leave the restaurant.
In most cases restaurants pride themselves on the quality, freshness, presentation, variety, and meals that are cooked to perfection. Not all deliver that of course!
If the food is great the overall customer experience is never just about the food.
It has to be more, it is the great greeting they received when they called to make their booking, it is the atmosphere, it is the welcome they received by the host on entering the restaurant, it is the personalised interaction with the wait staff, it is the wonderful expectation created by the wait staff when discussing the meals and that first mouthful of that meal that melts in their mouth exactly as they were told it would and it is the overall customer service provided in every moment; the service must be great too.
Need more information? Have a look through my previous Blogs, located on The Loyalty Zone website or contact me, I look forward to hearing from you.
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Warm Regards
Craig Cherry