Although there are a lot of grey areas in Customer eXperience (CX), at Javan Group we try to look at CX in black and white terms: Did you give the customer what they paid for in a timely manner?
Here is an example from an eCommerce company (XYZ Online Shopping)… XYZ recently introduced express delivery for certain items to capital cities:- a two business day promise. Now there are two pieces to this puzzle. XYZ need to dispatch the item quickly and Australia Post needs to air freight it to the customer. Javan Group staff suggested XYZ build a condition into their IT system so that if they failed to meet this two day promise, the customer would AUTOMATICALLY be refunded their full shipping charge, and sent an email notifying them of their refund. By making this refund and email automatic, XYZ inform and compensate the customer before they complain to Customer Service. This is a much better Customer eXperience. Also XYZ are taking responsibility for the issue regardless of whether XYZ failed or Australia Post did. Keep in mind, the customer transacted with XYZ Pty Ltd.
As a company you need to be able to be accountable for your own Customer eXperience, even if it is not your fault. At the end of the day this is your product and these are your customers. When your customer looks at their credit card statement online, they see your company name not the third party you use for delivery or fulfilment. It is your job to sort out problems no matter where they occur in the fulfilment chain.
The bottom line is:- Did you get the customer to the point where they have confidence to shop with you again? And will they tell their family and friends positive things about your company? Remember a bad review on social media can be read by 1,000 people or more. When it comes to dealing with problems, the customer doesn’t care about how or why it happened, or even who was at fault. They care about how quickly it is resolved to their satisfaction.
Consider these statistics from customer research specialists, McKinsey and Company:
If you resolve the issue quickly, customers will continue to do business with your firm at a rate of between 82% – 95%
Customers who complain and are subsequently satisfied are up to 8% more loyal than if they had no problem at all
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