Creating a customer experience culture

Creating a customer experience culture
SHARE
THIS


With Cannes Lions just around the corner, pick the work most likely to win big

Red Balloon founder Naomi Simson explains why it’s important to create a customer experience culture and offers some tips on how to do it.

When looking at a topic like customer experience within a business, it’s first important to establish what a customer is. Every employee in every business has their own group of customers, and in that, an opportunity to create a great customer experience. Everyone is accountable, empowered and able to make an impact on the customer.

We recently created a theme called ‘Customer Love’, the object being to align everyone in the business with the commitment to create a great customer experience. For example, in PR those customers are journalists and bloggers; for the product category managers it’s the thousands of small businesses (our suppliers) they support; for the employee experience team (that’s HR in most businesses), their customers are our employees.

The theme was all about recognising instances where colleagues went above and beyond to do something that would have a positive impact on their customer, and hence the RedBalloon brand. Programs like this show all employees the value of their contribution.

And creating a culture based around great customer interactions at every touch point doesn’t have to be hard or expensive. Take US-based online shoe and clothing retailer Zappos for example. Many regard them as a guiding light for customer experience. This is their ten step approach to creating a great customer experience:

– Make customer service a priority for the whole company, not just a department. A customer service attitude needs to come from the top.

– Make WOW a verb that is part of your company’s everyday vocabulary.

– Empower and trust your customer service reps. Trust that they want to provide great service… because they actually do. Escalations to a supervisor should be rare.

– Realise that it’s okay to fire customers who are insatiable or abuse your employees.

– Don’t measure call times, don’t force employees to up sell, and don’t use scripts.

– Don’t hide your 1800 number. It’s a message not just to your customers, but to your employees.

– View each call as an investment in building a customer service brand, not as an expense you’re seeking to minimise.

– Have the entire company celebrate great service. Share stories of WOW experiences to everyone.

Find and hire people who are already passionate about customer service.

– Give great service to everyone: customers, employees, and vendors.

Every new employee at Zappos (no matter their role in the business) has at least two weeks on the phone to customers as part of the induction program. There is no better way to know a business than to spend time with your customers.

But for every great example, there are always one or two terrible ones. Unfortunately great customer service, as simple and as powerful as it is, is not part of the DNA of all organisations.

A recent example that springs to mind is that of China Eastern Airlines. This is not only an example of poor customer service, but it goes a step further with employees of the airline – a manager in fact – not only dismissing and downright ignoring the complaints of increasingly angered passengers (customers), but becoming physically confrontational. Yes, this is an extreme, but it also highlights that behaviour comes from the top. With managers like this there is little hope that other employees in this organisation will ever see great customer service as something to strive for.

You can watch the clip here and decide for yourself whether you’d choose to fly with them.

Every business has examples of where they’ve gone wrong or where they could have done better – it’s impossible to please everyone all the time.  We talk about delivering five million “Good Times” by 2020 – not five million “OK times”. Not five million “that’ll do” times. Five million “Good Times”. This is our acknowledgement that perhaps we can’t make everyone happy every time, but we are going to do our absolute best to deliver in every possible instance to every customer we reach.

Naomi Simson will talk more about creating a customer experience and take part in Step Change Marketing’s Stump the Strategist event on Thursday 27 June, 6.30pm at Luxe Studios in Sydney. To register your interest to attend please click here

Please login with linkedin to comment

Latest News

M&C Saatchi Sport And Entertainment Merges With Hidden Characters
  • Marketing

M&C Saatchi Sport And Entertainment Merges With Hidden Characters

Advertising and marketing network M&C Saatchi Group has bolstered its offering by bringing together sponsorship and experiential business M&C Saatchi Sport and Entertainment (S&E) with its consumer PR business, Hidden Characters. The newly merged entity will be led by M&C Saatchi S&E managing director Jamie Gilbert-Smith (pictured above). The majority of the Hidden Characters team, […]

Macquarie Media & ABC Score New Six-Year Cricket Broadcast Rights Deals
  • Media

Macquarie Media & ABC Score New Six-Year Cricket Broadcast Rights Deals

Cricket Australia (CA) has announced new six-year radio agreements with Macquarie Media and the ABC. The Macquarie Media deal includes coverage of all men’s international, women’s international and BBL matches in the 2018/2019 to 2023/24 seasons. Under the new agreement, Macquarie Media will broadcast more games on more stations than ever before, including the broadcasting […]

by B&T Magazine

B&T Magazine
Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%
  • Marketing

Dentsu Aegis Network Predicts Australian Ad Spend Growth Of 2.8%

• Ad spend in Australia forecast to grow by 2.8% in 2018 , with main drivers of growth in Government, Retail, Finance and Gambling sectors. • Global advertising spend to grow by 3.9%, revised up from 3.6% in January 2018. • Digital to overtake TV for the first time, to reach 38.4% of global share (TV 35.5%). In 21 out of the 59 markets tracked, digital will be the leading advertising channel in 2018. • One quarter (25.2%) of global ad spend will be delivered through mobile devices for the first time.

Pac Mags Appoints New Client Strategy Director For Victoria
  • Media

Pac Mags Appoints New Client Strategy Director For Victoria

Seven West Media’s Pacific Magazines has announced the appointment of Emma Baston as client strategy director for Victoria. Baston has worked in senior digital media buying and planning roles at various agencies including UM Australia, Cummins&Partners and MindShare, with exposure across the strategy, communications and creative process. She has also worked at Facebook in a […]

Seamless pattern of a crowd of many different people profile heads. Vector background.
  • Media

SBS Launches Diverse Communities Content Initiative

SBS has launched the Short-Form Content Initiative, a commitment to providing increased opportunities for Australian creatives from diverse communities through the commissioning and production of content for SBS On Demand. SBS has partnered with five of Australia’s screen agencies, including Film Victoria, Create NSW, Screen Queensland, Screenwest and South Australian Film Corporation. The initiative aims […]

BIG W Unveils Toy Mania Via M&C Saatchi
  • Campaigns

BIG W Unveils Toy Mania Via M&C Saatchi

BIG W, the home for families, fun and entertainment, has today launched its annual toy sale campaign – Toy Mania. Running until 11 July, the campaign showcases the frenzy and hysteria that comes with the BIG W toy sale. It also highlights that buying toys can be just as fun as playing with them and […]

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’
  • Technology

Datorama Launches AI-Supported Data Visualisation Tool ‘Data Canvas’

Datorama, a global technology company, today announced the launch of Data Canvas, a suite of new data visualisation capabilities within its Marketing Intelligence platform. Datorama Data Canvas leverages the power of artificial intelligence (AI) in a brand new way — to help marketers create expert-designed dashboards to tell compelling, data-driven stories. Datorama’s previous AI releases have […]

Who’s Looking The Goods At Cannes Lions 2018
  • Opinion

Who’s Looking The Goods At Cannes Lions 2018

In this opinion, Fjord lead Bronwyn van der Merwe (pictured below) discusses the work to look out for at Cannes Lions 2018. I fully expect there will be some staggering examples of creative brilliance at Cannes Lions this year, and I’d recommend anyone going resists having their attention pulled by projects that are largely based on […]

Opinion

by B&T Magazine

B&T Magazine
We Are Social Acquires Socialize
  • Media

We Are Social Acquires Socialize

We Are Social has acquired Socialize; however, it will not be renamed We Are Socialize or even Margaret for that matter.

Global Marketing Player adm Appoints Country Manager For Australia & NZ
  • Marketing

Global Marketing Player adm Appoints Country Manager For Australia & NZ

International marketing services business adm Group Ltd has appointed Matt Cave as its country lead for Australia and New Zealand. Cave (pictured above) has more than 25 years of industry experience in the Asia-Pacific region, and will be instrumental in driving adm’s expansion throughout Australia and New Zealand. With 26 offices in 19 countries around […]

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”
  • Media
  • Technology

Weploy CMO Ben Eatwell: “We Want To Help Businesses Challenge The Status Quo”

Weploy began with a shared realisation between two friends that recruiting quality staff had become too complicated and it was high-time so declutter the process. Based in Melbourne, the start-up combines Tinder-style online skills-matching with Australian job market, and in doing so, rids eager employers of the strenuous – and at times incredibly uncomfortable – […]

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James
  • Marketing

Nielsen Acquires Sydney-Based Media Analysis Business Landsberry & James

Nielsen has announced it has acquired Landsberry & James (L&J), a leading media analysis and software company based in Sydney, Australia. L&J designs, develops and markets software across the entire media analytics, planning, buying and post analysis process for television, digital, radio, advertising expenditure and advertising creatives. Nielsen’s investment in L&J enables an unparalleled and powerful […]

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’
  • Marketing
  • Media

Pac Mags’ Home Beautiful Partners With Harvey Norman To Launch ‘Cooks Co-Op’

Home Beautiful and Harvey Norman have partnered on a new content series which will transform a quintessential Aussie shed into a field-to-fork restaurant whilst showcasing culinary local heroes. In 2012, Martin Boetz (pictured above, right) – the chef behind the cult following of Longrain during his 13-year stint – escaped the bustle of the big smoke […]

Music Feeds & Purple Sneakers Join Forces
  • Media

Music Feeds & Purple Sneakers Join Forces

Music Feeds and Purple Sneakers have unveiled a new strategic partnership that will allow music industry and direct advertisers to extend campaign bookings across all Purple Sneakers digital platforms when booking with Music Feeds. Founded in 2005 by Martin Novosel as a club brand and events company, Purple Sneakers is a key player in the Australian […]

by B&T Magazine

B&T Magazine
Headway & App Annie Get Ready For FIFA 2018
  • Media
  • Technology

Headway & App Annie Get Ready For FIFA 2018

Headway, the leading data-driven media buying company, has teamed up with market data and insights company AppAnnie. Together, the companies have unveiled The App Marketer’s Guide to the World Cup – a whitepaper designed to help app marketers succeed. Every year, flagship sporting events are breaking the internet with increasing viewership and the 2018 FIFA World Cup […]

Twitter Makes In-Stream Video Ads Available To All
  • Advertising
  • Media

Twitter Makes In-Stream Video Ads Available To All

Social media giant Twitter has announced it’s making in-stream video ads available to all advertisers – including self-serve – across 12 markets, including Australia. The popular video format attaches pre-roll content in front of premium publisher videos and highlights. The 12 international markets where Twitter’s in-stream ads will be available are Australia, Brazil, Canada, France, […]

Australian Alliance For Data Leadership Appoints New CEO
  • Advertising
  • Marketing

Australian Alliance For Data Leadership Appoints New CEO

The Australian Alliance for Data Leadership (AADL) has announced the appointment of credentialled senior executive Stephen Porges as its new CEO. Porges currently sits on a number of company boards, has considerable public and private sector listed company management expertise, and has been instrumental in successful data-driven businesses. He also brings CEO skills gained at […]

Business , Nicola Lewis poses for a portrait in Surry Hills. Lewis is being appointed to run WPP's GroupM in Australia and New Zealand.  
Pic Jenny Evans
  • Media

Women In Media Profile: Nicola Lewis

GroupM investment chief Nicola Lewis is grilled in latest Women in Media profile. It's more a gentle simmer, really.

by B&T Magazine

B&T Magazine
Is This Your Lucky Day? Lucky Numbers For Sale!
  • Marketing
  • Partner Content

Is This Your Lucky Day? Lucky Numbers For Sale!

The lucky 1800 80 80 80 phone number is up for sale! Top news if you sell to octogenarians or have an 80s tribute band.

Partner Content

by Customer Connect

Ego Pharmaceuticals Appoints Valtech Australia As Digital Transformation Partner
  • Marketing
  • Technology

Ego Pharmaceuticals Appoints Valtech Australia As Digital Transformation Partner

Australian dermatological skincare products manufacturer Ego Pharmaceuticals has appointed digital agency Valtech Australia as its technology and transformation partner following a competitive pitch. Valtech will design and build Adobe platforms, marketing tools and components that will become a central point for Ego Pharmaceuticals’ global digital marketing activities. The Valtech project will enable Ego to deliver […]

Long Live Our Weird Ideas
  • Advertising
  • Opinion

Long Live Our Weird Ideas

There was a time when weird ideas meant a trip to the priest's confessional and 10 Hail Marys. Thankfully, no longer.

Opinion

by B&T Magazine

B&T Magazine
Doritos Dinosaurs Stampede The Streets Of Sydney Via PHD
  • Advertising

Doritos Dinosaurs Stampede The Streets Of Sydney Via PHD

To celebrate the launch of its lava-coloured, Chargrilled Steak-flavoured ‘Colossal’ corn chips, Doritos is directing a four-day guerrilla campaign, championing its recent partnership with Universal Studios. In the lead up to the release of Jurassic World: The Fallen Kingdom, a pack of 30 Doritos Colossal Dinosaurs will stomp across the Sydney CBD, wrangled by a Chris Pratt […]