Imagination is Nothing. Customer Experience is Everything in Business


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Too often we underestimate the power of customer experience. The customer experience innovators seem to always stay a step ahead of the competition. Every time the competition makes a move, the innovators make a different unexpected move keeping them on top and often increasing their lead of the competition. Customer experience innovation seems to consistently keep your business ahead in the game.

Organizations that are successful at maintaining a customer focus have shown to achieve more success than the competition. They understand that customer experience is more than offering good customer service. It’s taking customer service to the next level.

In a speech in South Africa in 1890 Mahatma Gandhi said this:

“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption of our work. He is the purpose of it. He is not an outsider of our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us the opportunity to do so.”

To effectively and sincerely perform in creating an exceptional customer experience and care for the customer, requires dedication and unity within the organization. Together, the efforts of an entire team focused on the need and wants of the customer will result in a satisfied customer and a fulfilled employee.

We too often focus on means like IT systems, metrics, statistical numbers, acquiring new customers, and business opportunities rather than the end, which is developing a value offering and culture that is centered on an exceptional customer experience. At the end of the day, our success will be tied to our determination to go out there and make whatever it is we do exceptional for the customer.

It’s not imagination, it’s customer experience delivery.

Organizations focused on the customer experience always seem to stay ahead of the competition. Why? They understand their customers and what they want from the customer experience. The Kellogg School of Management has an executive program dedicated to teaching organizations the reason why customer experience matters.

The customer experience leaders:

1. Tailor the customer experience to the specific customer segment they serve.

2. Create value in their offering to their customers.

3. Consistently deliver outstanding customer service.

4. Ensure that all team members understand the role that they play in the customer experience process.

Andrew Cohen, Founder, Exposed Brick explains the role that customer experience has in creating positive feelings that customer have towards you and your organization.

“A brand is no longer defined only by advertising-driven perception. Rather it is defined by the customer experience in buying the product; satisfaction in using the product; and the services wrapped around the product with positive consequences.”

Positive good will comes from demonstrating real emotion and providing service with genuine care for the customer. The customer can do without us, but we depend on the customer. Customer experience focus is the process that aligns our thoughts and actions with the needs and desires of those we serve.

What’s your take? What ways have you found effective in developing a memorable customer experience?

Republished with author's permission from original post.

Flavio Martins
Flavio Martins is the VP of Operations and Customer Support at DigiCert, Inc., a leading provider of enterprise authentication services and high-assurance SSL certificates trusted by thousands of government, education, and Fortune 500 organizations. Flavio is an award-winning customer service blogger, customer service fanatic, and on a mission to show that organizations can use customer experience as a competitive advantage win customer loyalty. Blog: Win the Customer!


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