In Demand In Command

3. Motivators and Hygene Factors - Beware the Fickleness of the Customer

Being ‘ok’ alone does not develop sustainable customer loyalty. Take a common digital transaction - ordering a product online that is delivered on time. Fine! In this case, all went to plan. However, delivering what is expected of you is not a motivator for customers to become loyal or an advocate. It is purely a transaction that was fulfilled to the minimum requirement - as per the customers' reasonable expectations. As such the transaction merely performs as a hygiene factor.

Conversely, what would be the case of getting one or more elements of getting the customer journey wrong? Ultimately, the cost of poor or indifferent customer experiences leads to customer disaffection, defection and negative market reputation.

Aim for 'Done in One’ - simplified, seamless customer journeys at every single touchpoint throughout the full customer lifecycle. Your goal is to make it effortless for customers to do business with you.

When it comes to service performance, ask less of “how did we do?” and repeatedly more of “how can we do better?” Customers expect to be made to feel welcomed, wanted, understood and valued.

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