This post is part of the 📖 Never Lose a Customer Again series.
Today, I am reading What Is Customer Experience? chapter from the book Never Lose a Customer Again: Turn Any Sale into Lifelong Loyalty in 100 Days written by Author, Joey Coleman.
Across all industries, somewhere between 20%-70% of newly acquired customers will stop doing business with a company with the first 100 days of being a new customer because they feel neglected in the early stages of customer onboarding.
In Never Lose a Customer Again, Coleman offers a philosophy and methodology for dramatically increasing customer retention and as a result, the bottom line. He identifies eight distinct emotional phases customers go through in the 100 days following a purchase
Yesterday, I finished reading Customer Defection: A Structural and Cultural Problem section from the book Never Lose a Customer Again
What Is Customer Experience?
In the 1970s and 1980s, a business could differentiate itself by having zero defects.
In the 1990s, differentiation was attainable via customization.
In the 2000s and 2010s, the ability to differentiate on price reached its apex and then waned.
In the 2000s and 2010s, being accessible 24/7/365 was a way to differentiate, but that quickly went away as every business came “online.”
So what now?
With zero product defects, customized offerings, bargain-basement pricing, and ubiquitous availability becoming the norm across all industries, the only thing left for a business to differentiate itself from the competition is the ** customer’s experience**.
CUSTOMER SERVICE IS NOT CUSTOMER EXPERIENCE
Customer service is reactive, while customer experience is proactive.
“The assistance and advice provided by a company to those people who buy or use its products or services.”
“How customers perceive their interactions with your company.”
Customer service is how a business responds when things go wrong, or a customer expresses a need.
Customer experience, on the other hand, comes on the front end. It anticipates what might go wrong and structures the interactions to avoid this from ever happening. Customer experience is proactive.
It’s the environment, the feeling, and the scenario a business creates for the customer to trigger a series of desired emotions.
“We know customer experience is important, but we don’t know what to do or how to start.”
That’s it for today, and I am going to read a new chapter tomorrow You Only Have 100 Days (If That Long) to Get It Right
Buy or not buy?
This book Never Lose a Customer Again is an excellent read. Do not hesitate to pick this. Pick the physical book, so you take notes and highlight the bits you want to reference later.
Listen, I don’t care whether you buy the book using one of the links on the page or not but just buy. You will be glad for my recommendation.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
Part 6 of 16 in the 📖 Never Lose a Customer Again book series.