Oscar Wilde may have disdained consistency as “the last refuge of the unimaginative,” but he wasn’t a businessman. In the business world, consistency is a distinguishing characteristic of thriving companies. Indeed, PeopleMetrics’ 2010 Most Engaged Customers (MEC) study found consistency to be the third step in achieving full Customer Engagement, which in turn correlates to desirable business outcomes such as higher stock prices.
Imagine if you will a pyramid of characteristics companies must display to attain Customer Engagement. At the base of the pyramid is a Compelling Offer. Next comes Customer Care—making each customer feel valued. There are many ways to reach each of these steps, as the MEC report details. A compelling offer, for instance, could mean providing unusual products (think Trader Joe’s), or it could entail sourcing a wide selection of items (think Amazon). It’s not too unusual for businesses to achieve the first two steps—but to provide consistent care is less common.
Exceptional service at every customer touch point cultivates customer trust, the fourth step on the path to Customer Engagement. Each time a customer returns to a brand, he or she evaluates (even if only subconsciously) how much he or she trusts of the brand. Consistent service designed according to customer feedback helps consumers feel a company can be trusted to take care of their needs. Neurologically, research shows that when a person enters into an act of trust with another, oxytocin is released. This is a major hormone in human bonding; it creates feelings of contentment while reducing anxiety. By offering a dependable, even level of first-rate service, you can build Customer Engagement, or “Customer Love” as we like to call it.
Often, a company’s culture determines its consistency or lack thereof. Agents of a customer-centric culture work with the customer’s bests interests in mind; more company-centric firms slip in and out of providing care. Execution is also important; all the positive intentions in the world can’t achieve consistency. Company leadership must foster a customer-centric culture while providing the tools and processes needed to deliver dependable customer care. promises carried out.
Here’s an extraordinary example of how one successful company guarantees a consistent customer experience. Zappos employees who can’t or won’t uphold the consistently excellent service experience promised to customers are offered $1,000 to resign. Paying to avoid inconsistency may seem extreme, but think of the number of long-term customers Zappos retains because their employees deliver consistent, top-notch service.
So, if you’re wondering how to improve customer satisfaction, remember that once you figure out how to deliver caring service, you’ll need to consistently deliver that level of service in order to win customer trust and loyalty. Companies that demonstrate consistency are one step closer to winning complete Customer Engagement.
[photo: via alexwhalley.com]
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