Chapter 7
FINE-TUNE THE EXPERIENCE
Let's briefly look at Disney again. Per the company, nearly 80,000 people visit its parks daily; on average, each guest has 60 interactions with Disney cast members per day, which translates into 60 opportunities to make or break the customer experience. Unfortunately, even if 59 of these cast member interactions are exemplary, but number 60 is terrible, it is number 60 that the customer will go home and talk about.
To prepare for this possibility, Disney takes a proactive approach, using experience mapping (described in Chapter 6) to identify all points of contact with its customers. Managers look at the experience through the eyes of the customer, and then they align the organization's strengths with guest interactions, or “moments of magic.”
What happens if a customer exchange is negative? According to a study by RightNow Technologies, a customer experience management company, poor experiences are more likely to be shared across a customer's social network.1 Its research indicates that 79 percent of customers who had a bad experience with a company told others about it. In addition, 97 percent used word of mouth, including social media, as their preferred method of sharing. These statistics show that now more than ever, companies need to take a very close look at their customer experience and make sure that it “rocks” at each step along the way.
This can be achieved by continuously fine-tuning the experience for your customers. To make the ...
