All businesses know that the degree of customer service excellence is relative – it’s based on customer expectations. Many profitable companies do poorly on customer service and they thrive – which begs the question: is it smart to invest in customer service?
This is why it is absolutely critical to measure customer experience at the beginning.
- What are the customer’s expectations?
- Is it different across industries, market segments or channels?
- How is the experience within a particular industry, segment or channel helping or hurting?
The last thing we want to do is overspend on customer service, but without an understanding of the components of the experience and a measurement of the success of the experience – it’s difficult to pinpoint areas of improvement and create appropriate initiatives to deliver on those.
Discovering the gaps between the customer’s expectations and your brand’s promise is the most important work that your customer service organization can do.