No detail is too small in the customer journey

Little things count - big time

3 big ideas

01

In a world with so much product standardisation across industries, small, unexpected nuances in your offerings can make all the difference to the customer.

02

If you want a competitive advantage, your company needs to be identifying, anticipating and facilitating the subconscious desires of your customers.

03

Voice of the Customer (VoC) technology monitors customer sentiment, satisfaction and records the tiny aspects of the customers' journey to highlight opportunities for incremental improvements.

What made us think

It's easy to ignore a single tweet amongst thousands, but the truth is that closing the feedback loop on a seemingly innocuous customer suggestion will delight and surprise them. In a world with so much product standardisation across industries, offering refreshing customer experiences by way of small, unexpected nuances in your offerings can make all the difference. Imagine how shocked and delighted you'd be if the next time you renewed your car insurance you received a handwritten thank you note from your CEO; the impact would be substantial.

Our point of view

If you want a competitive advantage, your company needs to be identifying, anticipating and facilitating the subconscious desires of your customers. The best way to do that is through empathetic, personalised attention to the smallest details of your customer journey, even if they're not overt enough for the customers themselves to see them as explicit pain points.

Fulfill unspoken needs by fixing problems before the customer even recognises them as such. Areas of improvement need to be anticipated and addressed so smoothly that customers recognise an enhancement but can't necessarily attribute it to anything specific.

Why it matters

How it applies in the real world

The most efficient way to do this is to utilise modern Voice of the Customer technology to monitor customer sentiment and satisfaction and record the tiny aspects of their journey that are affecting their behaviours. Beyond identifying pain points, these systems can highlight opportunities for incremental improvements to things that are already working. You can't afford to rest on your laurels and assume customers that have been loyal will always stay that way. Constantly surprise them by reorienting their customer journey to focus on hyper-personalised experiences at every little touchpoint and they'll evolve from participant to promoter.

Want to know more?
Speak with your
subject matter expert:
Chris Wood

CEC Team

November 2018

People & Culture Change

Making organisations fit for the future

Relevant capabilities

Capability Uplift
Closed Loop Feedback
Customer Satisfaction (CSAT)
Customer-led Innovation
Net Promoter Score (NPS)
Voice of Customer (VOC)

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© 2019 The Customer Experience Company
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