For the next month or so I’m going to do a series of posts offering practical tips for creating a positive customer experience. Many of the tips will be ideas that can be immediately implemented, while a few will require a little bit of planning. I offer these tips as a smorgasbord, not a laundry list. They are born out of my own experiences as a library customer, from the experiences of friends and family, as well as from ideas generated at a recent organizational planning day I participated in.
Before I get into the tips, a caveat: Everything I suggest hereafter will specifically address the customer experience, but the uber-tip is that employees must be treated well, and with a basic level of trust. I don’t just mean that management must treat employees well. I mean employees must also treat management well, and co-workers must treat co-workers well. I’m talking 360 degrees. There should also be some shared sense, organizationally, of being on the same team, united for the same general purpose. I believe that a strong commitment to the customer experience in no way conflicts with a strong commitment to employees, and in my experience the two commitments correlate highly with each other.
One other point before getting into the tips: I am consciously using the term ‘customer experience’ rather than ‘customer service’. For me this not just a semantic difference but a reflection of how I’m beginning to think about these issues. ‘Customer service’ focuses on our behavior and offerings and looks at service from our perspective. (i.e. did we say “thank you”, do we offer a decent phone menu system, do we have convenient hours, etc.)
‘Customer experience’ focuses on the customer’s perception, and looks at service from the customer’s perspective (i.e. were they able to use the catalog, was the library open when they needed it, did they receive help from someone who treated them kindly.) I am finding it more useful to look at and think about the customer experience, and then “reverse engineer” to craft the organization’s services, offerings, and policies with an eye on improving the customer’s experience.
Practical tip #1: Start thinking about your customers’ experience. What do they experience when they walk in the door? When they visit your webpage? When they call your phone? When they email you? Ask these questions and encourage co-workers to do the same. Get some pizzas for lunch and brainstorm in the lunch room. Make a list, pick one negative customer experience, and find a way to improve it.