“I hate the giving of a hand, unless the whole man accompanies it”
Our experiences form our attitudes. They create our perceptions about brands – and perceptions last.
First impressions are always the most enduring. Get your customers’ first experience right, and you’ll have the basis for a long, potentially profitable relationship. Get it wrong, and you’ll always be playing catch-up.
It’s no wonder companies often find it so difficult to change the behaviour of their existing customers.
Incredibly, few companies actually engineer their experience to make the most of these first impressions. It’s a fatal oversight.
The start of a customer relationship is often complicated. It typically involves an assortment of disconnected departments and channels. Each one is driven by its own operational agenda and efficiencies; there’s no overall cohesion. The customer simply doesn’t know what to expect – and the seed of doubt is sown.
Fortunately, some organisations have recognised this failing and responded to it. Many have seen significant uplifts in efficiency, engagement and spend. We’ve seen uplifts in spend by as much as 40%; reductions in customer fallout of 30% and multi-million pound efficiency savings.
Shaping employees’ first impressions is just as important. Starting
right, right from the start can mean large improvements in performance.
American ExpressStarting right – right from the start. American Express, famous for delivering premium value, recognised that customer experience was one of the key differentiators. It set about transforming its entire end-user customer experience. But where to start? And with which customers? After much discussion, it realised that it had to focus on the first 100 days of the relationship…to start right…right from the start. By using the brand’s differentiated service model, it focused on high income, high value prospects first, and explored the touch points it could realistically influence in the first 100 days. After analysis, it piloted various approaches across seven major markets. “The result was impressed customers, who consequently uplifted spend significantly. An intentional experience led to intentional consequences" Simon Chrisp, Vice President, Customer Experience, American Express International |
What perceptions can you influence? How can you engage your employees? Fast-track, cost-effective programmes from H2X can help….
• First 100 days solution – The first 100 days of a relationship is vital. Using H2X’s journey mapping process, we’ll look at what your new customers typically experience, and where things could be improved. Then, by re-designing the key interactions - the ‘touch points’ - we’ll help you enhance their experience and improve your brand’s effectiveness.
• Employee
Engagement – Is your team working as one? Call us and we’ll tell
you. We’ll review your employee recruitment, training and induction
processes to ensure the right purpose, values, behaviours and
competencies are embedded upfrontl
| View great experiences |
| Post your greatest experience and win a great experience! |
| H2X insights. Learn how .. |
|---|
| ..first impressions always
last longest |
| One experience…one chance...make yours count.. |
| ..your customers decide |
| Subconcious power: using Sense and Respond... |
| ..customers perceive value |
| Effective propositions. The importance of looking deeper... |
| ..customers leave |
| Understanding defection. Regaining control... |
| ..the experience IS the brand |
| Capability. Knowing what you do best... |
| ..the best team wins |
| Culture. Positioning players to succeed... |
| ..all things are NOT equal |
| 20% delivers 80%. Why differentiation pays... |
| ..to change? |
| A proven recipe. Planning for perfect execution... |
| H2X quick wins |
| 10 Winning Strategies Top brands know what keeps customers happy.. |
| The 5 Must Dos Five 'musts' for any customer experience programme.. |
| Free 1/2 day
workshop Just add your cross functional team.. |
