A key to success of a CEM Plan is to be realistic regarding the current situation and where to start. Work to become really good at the basics before jumping to “adding value.” So many companies I work with have language about exceeding expectations or “wowing” customers when they don’t even deliver the basics well. Focus on consistently delivering Valued Touchpoints around your product or service, especially when customers:
A July 2010 Harvard Business Review article, “Stop Trying to Delight Your Customers,” provides a number of statistics from customer calls to customer service that support the article’s title.
To me, the most poignant statistic is that customers are four times more likely to become disloyal than loyal as a result of a service touchpoint.
Yikes! Given a chance to engage customers and address an opportunity, many businesses actually fail miserably.
Secret: Focus on getting great at customer service, experience and touchpoint basics before investing in value-added efforts.
In your personal relationships, sending a gift won’t make up for not returning calls, being late or failing on other basic common courtesies. The same holds for business relationships. Throwing great parties, providing sports tickets, offering staff training, etc., won’t get you the bang you are seeking if you don’t deliver on the expected basics.
Truth: Transitioning personal or professional relationships to a state of loyalty takes time and actions that prove that you can and will consistently deliver the basics well.
Remember, to your customers, you are your touchpoints.
This post an excerpt from my book, TOUCHPOiNT POWER! Get & Keep More Customers, Touchpoint by Touchpoint (William Henry Publishing, 2013), an Amazon international top 10 customer service best-seller. For information and to order, visit TouchpointPower.com or view the TOUCHPOiNT POWER! listing on Amazon.
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