How often do you interact with a company and think, “wow”? Probably not very often. The importance of a superb customer experience has been widely touted for over a decade now - so why is it that in our day-to-day lives we so rarely encounter it?
What’s even more perplexing is that, according to a survey by Bain & Co. 80 percent of companies believe they are delivering a superior customer experience, while only 8 percent of customers agree.
What could possibly account for this perception gap? One possibility is that delivering a truly excellent customer experience requires empathy, but empathy means putting yourself in someone else’s shoes and looking at the world from their perspective. This is easier said than done.
A recent study published in the Journal of Neuroscience reveals that we are good at guessing someone’s state of mind if it is similar to ours. So far so good. But if a person is feeling differently than we are, we tend to underestimate the strength of their feelings. Thus if we just had a great day, we are biased to think those around us are in a good mood as well, but if we have the stomach flu, we tend to think everyone around us is miserable.
Here at NICE Systems, we wanted to step out of our own shoes and imagine the ultimate great day for a customer. What would it feel like to be listened to and taken care of?
Our video tells the story of a very busy working mom who wants to open her own bakery. She tries to do some research online but quickly gets overwhelmed. When she calls her bank, all her anxiety is relieved: They remember her name without her needing to tell them. They already know, without having to be told, that she had been looking for a loan online. And they anticipate her next step by offering to help her with her business plan. The customer service rep, Susan, even makes our busy mom feel important and appreciated by talking about her own aunt who opened a bakery. The result is a customer who's satisfied, less stressed, and excited to tell others about her great experience.
We hope you enjoy the video below that portrays exceptional customer experience at its best.