Consistent Service Standards
For Sterling Development there are three Cs of customer satisfaction: consistency, consistency, consistency. It may not seem sexy, but consistency is one secret ingredient to making customers happy. It's exceptionally powerful, especially at a time when channels to market are proliferating and consumer choice and empowerment are increasing.
Getting consistency right requires the attention of top leadership. That’s because by using a variety of channels and triggering more and more interactions with companies as they seek to meet their needs, customers create clusters of interactions (the customer journey) that make their individual interactions less important than their cumulative experience.
This customer journey can span all elements of a company and include everything from buying a product to actually using it, having issues with a product that require resolution or simply making the decision to use a service or product for the first time.
It’s not enough to make customers happy with each individual interaction. Our most recent customer-experience research found that effective customer journeys are very important. Measuring satisfaction on customer journeys is 30% more predictive of overall customer satisfaction than measuring happiness for each individual interaction. Maximising satisfaction with customer journeys has the potential not only to increase customer satisfaction by 20% but also to lift revenue by up to 15% while lowering the cost of serving customers by as much as 20%.