{"id":908,"date":"2009-12-04T18:44:26","date_gmt":"2009-12-04T18:44:26","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=908"},"modified":"2009-12-04T18:44:26","modified_gmt":"2009-12-04T18:44:26","slug":"good-customer-experience-is-everything","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/good-customer-experience-is-everything\/","title":{"rendered":"Good Customer Experience is Everything"},"content":{"rendered":"

\"image\"There is nothing quite as satisfying as working with clients who are completely obsessed with their customers’ experience with their company.\u00a0 There is a kind of energy and way about these leaders that immediately hits you between the eyes.\u00a0 It’s a kind of focused energy and passion that borders on a bit of a fixation.<\/p>\n

If their customers only knew about their obsession<\/strong><\/p>\n

Equity Trust Company<\/a> is one of these companies that’s obsessed with how their customers experience their service.\u00a0 It all started when Jeff Desich came to me asking about doing a customer survey.\u00a0 When I asked him what his objective was, he simply said “I want our customers to do business with us because they WANT to, not because they have to.\u00a0 I want their experience with Equity Trust to be among the best they’ve had with ANY company.”<\/p>\n

Soon after that, I ran across an article by\u00a0Fred Reichheld “The One Number You Need to Grow”<\/a> where he outlines a key measurement for loyalty and profitability; the Net Promoter Score.\u00a0 Jeff not only read this article, he devoured it.\u00a0 He referenced it in many of our conversations and a few months ago, he sent several members of his associates and management team to actually see and hear Reichheld.<\/p>\n

Our bi-annual customers surveys which ask\u00a0the ultimate question<\/a> “How likely are you to refer us”, are a key driver for their improvement programs.\u00a0 If their customers only knew how much time, effort and energy is spent on reading, grouping and analyzing their comments – they would be floored.\u00a0 If their customers only knew how much preparation went into following up with many – if not all of those customers that had made suggestions and comments about improvement areas – they would feel proud to be part of an organization that focused so much of their energy on how easy and pleasant Equity Trust was to do business with.<\/p>\n

A little customer obsession is a good thing<\/strong><\/p>\n

Go ahead and obsess about your customers and how they experience you and your company.\u00a0 They are a source of wonderful insight and ideas.\u00a0 Stop killing yourself coming up with new ideas and just ask them what they want.\u00a0 They will be happy to oblige.<\/p>\n

About the Author: <\/strong>Ivana Taylor is CEO of Third Force, a strategic firm that helps small businesses get and keep their ideal customer. She’s the co-author of the book “Excel for Marketing Managers” and proprietor of\u00a0DIYMarketers<\/a>, a site for in-house marketers. Her blog is\u00a0Strategy Stew<\/a>.\u00a0\u00a0 You can reach her directly at Ivana@thirdforce.net.<\/p>\n","protected":false},"excerpt":{"rendered":"

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