It has been suggested that Customer Experience is ‘the big battle ground for businesses and brands to conquer’. Let’s look at the third gap that businesses have to close if they want to deliver a great customer experience that makes them stand out.
In previous articles we looked at Gap 1 (click here), which related to the gap between what customers want and what you think they want and Gap 2 (click here) which was all about the design of the customer experience. Today let’s look at Gap No 3, which is all about falling short when it comes to the actual delivery of the service you offer.
Here’s an example. Last week, a printing firm was due to deliver some freshly printed workbooks to my home using a third party delivery service. On the day of delivery, the driver failed to find my house, took the workbooks back to the distribution centre, and told the printers. The printers informed me that if needed them today (which I did) I would need to go and pick them up from the distribution centre (1 hour round trip) and suggested that I should change the signage on my house if I wanted future deliveries.
Not a great experience: where did it all go wrong and how could it have been avoided? This is what should have happened:
None of the actions above are costly to implement, and yet the cost of losing customers and negative word of mouth is massive (let’s face it they are hard enough to come by!).
So not falling short when it comes to the delivery of the service requires the following:
For access to Innergy’s unique online Cycle of Service to manage the customer experience or further information about closing Gap 3, please contact Gordon on gordon@innergy.co.uk.
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