So many businesses I encounter have been designed by people inside the business for people inside the business. They open at times that suit themseleves not ncessarily what their customer’s want and they add steps to their processes that have no value for the customer.
If only somebody would step outside the business and into the customer’s shoes they will see things differently. All too often I see silo organisations where the customer is passed
from employee to employee, department to department or call centre to call centre.
“Sorry you need to speak to the blah blah department’ or “I understand what you want but we cannot do that because it is not our policy”
Design your key encounters to both elate the emotions of your customers and to exhibit operational excellence. Think first, then do. Start with your employees. Do what’s right for them. They, in turn, will be prepared to deliver a better customer experience. When customers tell their friends, a word-of-mouth chain reaction begins and your business
grows.
Design your customer experience around an adaptive system that can adjust to changing customer whims and marketplace demands. If you are still doing the same things you were doing 2 years ago you are doomed to be run over by a fast approaching competitor.
I believe the key reason businesses don’t do this is because it is not easy, it is demanding BUT for those who take the step will embark on a rewarding journey.
Step inside you customers shoes today and begin designing their experience.