From Impressed to Obsessed

Your customer experience hinges on subjective factors, such as emotions.

Don’t simply satisfy customers. Impress them with a memorable customer experience. Creating a great consumer experience requires intentional, deliberate management of multiple touchpoints on your customers’ journeys. You can’t use internal metrics, such as sales, to measure the quality of your customer experience. Only consumers can assess the quality of their experiences, based upon emotional factors that determine how interactions with your brand made them feel, as well as rational factors, such as your serving them in a timely manner.

As a leader, model an ideal customer experience for employees by showing respect for their needs and concerns, much as you would with your customers. Doing so better enables your people to succeed. Employees aren’t that different from customers in that they’ll leave your company or fail to take your desired actions if you don’t create value for them. By embedding the value of creating an excellent customer experience throughout your company, you ensure a customer-centric culture. 

Many brands fail...