The Temkin Group's Bruce Temkin has a six-step philosophy for pleasing users. "The trick to getting customer experience right," he notes in an article at 1to1 Media, "is simply to apply a bit of common sense." Don't miss the complete article (sign-in required). In the meantime, here are a few of Temkin's tips:
Set goals for your customer-experience efforts. Take a hard look at your current customer experience. What about it could improve? Divide your answer into two sections:
- Attitudes: How do you want users to think and feel about your company?
- Behaviors: What do you want them to do?
Find the key to cultivating the customer attitudes and behaviors you seek in a way that is natural, not forced. This is a journey that can take years, Temkin notes. Remember, you're setting a path for them to follow—not pushing them, kicking and screaming, through a doorway.
Focus on the four core competencies of great customer experience. According to Temkin, they are:
- Purposeful leadership. Make sure your team leaders operate consistently based on clear, well-articulated values.
- Employee engagement with your goals.
- Compelling brand values that drive decisions about how the customer is treated.
- Customer connectedness. Offer easy ways for customers to provide insight—and integrate them throughout your organization.
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