1. Perfecting the
Customer Experience

2. Agenda
Importance of Customers
Customer Experience Defined
Customer Experience Experts
Exercise
Perfecting the Customer Experience
Questions

3. Tell me about your most
memorable customer
experience

4. Importance of Customers
Without customers an organisation would
not exist
Repeat business is the backbone of selling
The purpose of an organisation is to fill the
needs of the customers

5. Customer Retention
It costs five times as much to attract new
customers as it does to keep an existing one
Building customer relationships:
1.One-off purchasers
2.Occasional users
3.Regular customers
4. Advocates

6. Customer Satisfaction
Making customers happy
Customer Experience
Making customers happy in so far that it solves
their problem

7. Customer Experience Defined
“The sum of all experiences a customer has with an
organisation.”
Not just about a rational experience (e.g. how quickly a
phone is answered
More than 50 percent of a customer experience is
subconscious, or how a customer feels
Not just about the ‘what,’ but also about the ‘how.
Its how they see their experience

8. ● Understand your customers
○ Communication is key
● Take Ownership
○ Do not pass blame
● Be Responsive
○ Act fast
● Be confident
○ Demonstrate your knowledge
● Active Listening
Customer Experience Experts

9. Goldilocks & the Three Bears

10. Active Listening - True or False
1. Goldilocks was a small girl
False - the story did not mention her age or size
2. Goldilocks knocked on the door before entering the
house
True
3. The bears had porridge for breakfast
False - we don’t know if the porridge was for breakfast
or if the bears ate the food
4. Goldilocks ate all the porridge in the last bowl
False - we know she ate enough food, we dont know if
she ate the whole bowl

11. Perfecting the Customer
Experience
Ongoing process
Customer feedback & research
Reviewing customer strategies
Measuring experiences our organization currently
delivers
Train leaders to become customer experience experts
Educate the customers

12. Together we can perfect
the customer
experience