Case Studies

Creating Customer Service Standards to Differentiate the Customer Experience

Case Studies

Creating Customer Service Standards to Differentiate the Customer Experience Understanding the Emotions That Drive Customer Behavior Leveraging Best Practices of High Performers Engaging Employees in Building the Vision Competing Against Free Software

Situation

Our client was targeting exponential growth in selected markets and wanted to position themselves through consistently superior personal service.

Approach

Customer focus groups were used to develop behavioral signals for key service attributes, such as feeling welcome. Respondents were high-involvement loyal customers and low-involvement non-loyal customers, drawn from the most profitable life-stages, all with recent purchase experiences.

Result

Significant insights were obtained about the customer experience for our client, which resulted in the creation of a set of Service Standards* that provide behavioral definitions of the minimum any customer should be able to expect in any encounter with the company. The standards were later tied to training materials to support development of the behaviors

* Service standards are a critical element in creating a consistent customer experience. They clearly define standards of service, communicate expectations to staff and support focused coaching activities by front-line management.