Quick Exercise to Discover the Underlying Gaps in your Customer Experience
I’ve put together for you a QUICK 5 minute exercise to:
- Determine all of the touch points during a single transaction with your customer.
- Reveal the underlying gaps in your customer experience that you can work on straight away.
For those of you who have worked with me before, you’ll know that this is all a fraction of the exclusive service I’ve put together for your business and venue – but for those of you who are new here, I’d love for you to jump on board and give your own business a mini service audit.
Step one: Take out a piece of paper and draw a line horizontally on the paper, then add all the touch points during a single transaction with your customer. Let’s call it the Dimensions of Service.
Step two: Grab three different coloured highlighters (red, green, yellow) and highlight each point to reflect the service standard. Here’s the key you’ll refer to:
Red – Negative Experience.
Green – Positive Experience.
Yellow – Average Experience.
Repeat this for every single transaction you have with your customers. Going deep in the detail will show you every opportunity to improve upon.
There are multiple service moments within a single experience. The context of the experience will affect the decision of the customer to return. Remember, the first-time customer only has one experience line to remember your business and the service that was provided to them. As an organisation you must intentionally manage every service moment in every experience as each moment is part of the overall customer experience.
I would love to hear about your service lines in the comments below. I did one recently when making a reservation at a restaurant and it’s surprising how many touch points there are. In my proprietary software OARS that is used in our research reports (Mystery Shopping), I call it “Mapping of the Customers Journey”, where it identifies on a graph each touch point where we interact with our clients team and their facilities. It is amazing the impact of these touch points and the lasting impression it has on the customer.