PR isn’t just about the media it’s also all about understanding your customer experience. It is an essential element of your business’ success and part of managing reputation.
Having a sound knowledge of what constitutes a customer experience is the key to the longevity of any company.
Most people haven’t got a clue about how even the simplest things they do impact on their overall customer experience.
This is because they perceive the customer experience as a single event rather than an accumulation of hundreds of little occurrences, all of which combine to create the overall experience impression.
It’s the detail that counts. Everything your customer encounters either has a negative, positive or passive effect on the way they perceive your business and many of these incidences won’t even register consciously with them.
These occurrences combine together to give an overall sense or feeling of a positive or negative experience.
Even things that are beyond the control of your business, such as the weather or supplier reliability, have an effect on the customer experience and should therefore be considered for their impact.
For example, if it’s raining cats and dogs and your customer gets soaked just walking from the car park to your front door, you can bet your bottom dollar that this is already having a negative impact on their customer experience, even at a subconscious level.
Businesses can’t control the weather but you can prepare for it by having umbrellas for customers to use.
The key is to observe your customer from the very moment they decide to interact with you and follow their experience right through to the conclusion of business and the fulfilment of aftercare, if you have a business that does this.
At each step, look at how each occurrence influences the customer experience, focusing on those within your control to exert as much positive influence as you can.
Doing a few things right isn’t good enough, you have to pay attention to the details then your word-of-month recommendations will grow and your reputation will be enhanced.
This is part and parcel of the world of PR. Good customer care goes hand-in-hand with promotional activity and the profitability of your business.