Settling for Peanuts
The other day I earwigged a customer complaining to her friend after their experience at Gatwick security.
“He was ignorant”, she said to which the other replied, and “If you pay peanuts you get monkeys”.
This small emotional exchange and name calling was probably enough for them to move onto another subject, hopefully their upcoming travel but what does it reveal about the world of customer experience and what customers remember.
We Tend to Vote With Our Feet Rather Than Complain
Studies have shown for many years more customers leave without telling an organisation than complain or offer feedback for the company to improve.
There are lots of reasons why this happens such as
- Not every company makes it easy to give honest feedback. This can happen because their systems and web site get in the way rather than make it easy.
- We find the majority of staffs are untrained on skills such as empathy and without empathy feedback and complaints tend to be handle poorly.
- Customers are put-off because of the above
- Not every personality type likes to complain (some can be under-assertive while others over assertive) leading to us giving away our power if we could find the right words and approach.
- Many organisations don’t know how to tailor their customer experience to the different personality types to either prevent complaints happening in the first place or make it easier for all customer types to complain comfortably.
I fly through Gatwick several times every month and my experience has mostly been very good but….
Not necessarily consistent.
The Human Touch Through a Process
Most organisations have to put customers through a process. But rarely is it the process that customers remember. Ask them several days, weeks or months later and they will tell you how they felt about the process.
Research known as The Peak End Rule reveals customers remember the emotional peak (positive or negative) created in the experience. They don’t remember all the emotions they felt.
This offers leaders in organisations important clues as to how to create a truly world class customer experience. Because if they help staff to manage the customers emotional peaks things like customer satisfaction, NPS and Ease scores are high.
Customers tend to stay and then become advocates and as advocates its proven they also spend more.
The 2 main Challenges at Gatwick (and other good performing organisations)
For the Gatwick security performance to improve even more they will do well to focus on two things therefore
- Managing the emotional peaks of their customers
- Creating consistency so everyone can do so to the same level of relationship quality
Failure to do so leaves customers talking behind the back of customer experience organisations, slating them and sharing their damaging views that they employ monkeys and don’t give a damn because they pay peanuts.
If you would like to chat about creating outstanding customer experience through your people and systems drop me a note: firstname.lastname@example.org
"Most organisations have to put customers through a process. But rarely is it the process that customers remember. Ask them several days, weeks or months later and they will tell you how they felt about the process".
Future Vision Training Ltd,
27th February 2017
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