Ridiculously Simple Customer Experience
How to Quickly Build and Maintain a CX Juggernaut
“What’s a CX juggernaut?” you ask.
We think the simplest way to explain this is to point to Chick-fil-A. Chick-fil-A is a CX juggernaut.
Despite being closed on Sundays and despite the constant calls for boycotts because of stances on controversial issues, the average Chick-fil-A restaurant earns more revenue per year than the average Wendy’s, Burger King, KFC, and Subway… combined!
The benefits are clear: pleasing the customer – that is, creating a great customer experience (CX) – leads to greater revenue and profits, while reducing marketing and other costs. Moreover, CX done right increases employee satisfaction – reducing negative turnover and freeing up your frontline managers to lead instead of being caught in the never-ending cycle of recruiting and hiring.
Plus, when you’re a CX juggernaut like Chick-fil-A, everything about you is perceived to be better than the reality. More importantly, perceived to be better than the competition. No offense, but Chick-fil-A makes a very good chicken sandwich. It’s fried chicken on a bun, topped with two pickles. It’s not the best, though because of their commitment to a customer-first strategy, it is perceived as the best by their raving fans.
Chick-fil-A is a customer-first company, and it shows in everything they do.
Without customers, you don’t have a business. And even if you’re fortunate enough to work for or run an organization that enjoys a monopoly (think: power companies; public schools; etc.) or an oligopoly (think: airlines; telecom; etc.), you can still benefit from employing a customer-first strategy. Working to ensure great customer experiences gives you increased pricing power while lowering certain employee costs (think: reducing turnover and the need to staff an ever-growing customer service department).
This is the first in a series of excerpts from Ridiculously Simple Customer Experience, a book written for everyone in any organization that has customers. That is, it was written for those in both the public and private sector; and for everyone in these organizations. From the frontline, customer-facing employees to the CEO and board of directors.