The Hidden Power of Your Customers: Four Keys to Growing Your Business Through Existing Customers

THE CUSTOMER PERSPECTIVE

An internal review of the customer experience needs to go further than just the touch points for which a single employee or team is responsible. It must look at the experience from the customer's perspective across all touch points. Only then can we be sure that we are firing on all cylinders and moving in the right direction for the customer.

A Tale of Two Airline Customer Experiences

The First

On a recent trip, my connecting flight was supposed to leave at about 9:00 PM. After a 10-minute delay, we were allowed to board; no sooner had we taken our seats when it was announced that there was a problem with a piece of the equipment and that mechanics were coming to fix it. “Please be patient and stay in your seats. …”

One hour later, the original problem had been fixed but two more had cropped up. The airline finally decided to let us get off the plane to stretch our legs. We stretched and paced for about 30 minutes, at which time the airline announced they would have to get another plane, because the right parts weren't available for this one. Airline crew began handing out vouchers for food in the airport, and we all scrambled to get one, since most of us were tired and hungry by now. I took mine to the closest shop, hoping to at least get some snacks and water, but I was told the vouchers were good only for food concessions and restaurants. One problem: All the concessions and restaurants were now closed! The vouchers were completely worthless.

If the ...