Fall in love with your customer?

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So many times, you will be in a group of employees saying that “the most precious thing for us is our lovely customers” but this is not often true. If you think that someone is precious or deserves more valuable things, you should do more for him/her. This is what we call as “customer experience”.

A company financial success should be accompanied by integrated customer experience. Customer experience is consisted of:
• Operational excellence
• Added value
• Differentiated experience

Fasten your seatbelt because we will lose our control in the customer journey…

In order to obtain more valuable company, you should generate a pool of valuable customers. What means “valuable”? It signifies having loyal customers. What means that secret word: loyal? Does it mean only satisfaction? Absolutely not…Loyalty is a complex word which is derived by psychology, insight, attitude, experience, repetitive satisfaction and at the end the advocacy. The aim is to be able to boost this advocacy score (NPS) in a competitive way.

In banking sector, touch point analysis is crucial. Among alternative delivery channels, the most important contact is lived in branches. Tellers’ behavior and attitude plays an important role in forming a relationship with customers and maintaining it positively for long years which is called lifetime value creation.

Let’s think a bank which has the latest technology, very rapid in its operations but employees in branches is nervous and not friendly, not polite to customers in the queue so the result is catastrophe. In his first interaction with this bank, the customer will be disappointed and have a very bad experience. As a result, he will tell this story to his friends and family during dinner time so negative reputation will be the result…
This bank branch should generate a different experience for its customers by using more effective methods than its competitors.

What are the three most important aspects of a successful Customer Experience program?
1. Touchpoint effectiveness (operational / technology)
2. Measuring feedbacks (surveys / communication)
3. Outstanding attitude (employee / intention)

With competition in the banking sector heating up, the feedback on customer experience, perception and expectations is becoming crucial to shaping business policies and new services. In mystery shopping researches, mystery shoppers perform specific tasks like purchasing a product, asking questions and registering complaints. They then provide detailed reports or feedback about their experiences.

In my research projects that I conducted, I understood that Mystery shopper projects include more than quality measuring, it reveals employee engagement, customer direct feedbacks, service control and assessment of product knowledge of employees. As well, it gives continuous alert system to the company…

In retail banking, meeter&greeter, product presentation, farewell are main attributes of research outline…In surveys, you could easily understand tactics of customer experience strategy by asking them accurate questions. Your customers’ answers will be your roadmap… By training employees to ask questions that explore more than just the customer’s immediate needs, the opportunity exists to gain a greater understanding of the customer’s lifestyle and thus offer individually tailored products and services so you could take actionable insights…

Customer feedback creates a great opportunity to find out what builds trust with your customers. You should think about how to improve your delivered experience.

In the banking industry, the more services you sell to customers, the more likely they are to be loyal so the aim should be: “exceeding customers’ expectations”

In order to acquire happier and happiest customers for your bank…

Mete Aydin
In the role of Consultant and Project Manager, Mete worked closely with the researchers and executive team to conduct marketing research projects and develop customer loyalty strategy. He is experienced in consultancy and banking sectors about customer experience and process management (Currently, he is Organization and Project Management manager at Fibabanka)

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