The Marketing Bureau

...If Your Customer's Total Experience Is Flawed.
Who is in charge of your Customer Experience Management Department? Bet you don’t have a department for that so you don’t need to have anyone in charge of it. And yet, it is one of the most commonly forgotten realities of business success – the reality that a customer will judge their satisfaction with your business not simply through the consumption or use of your product or service but, rather, on the totality of their experience of doing business with you.

My local supermarket that built its carpark on a steep slope (think – hill, cars, trolleys – get the picture?) clearly hasn’t understood this reality.

My soon-to-be-ex ISP who consistently fronts nerds called “Jake” who completely fail to engage with me on my wavelength and who take several days to answer emailed support requests, definitely doesn’t get it.

And a local café/restaurant that I badly want to do better (elegant surroundings and stunning location), so much so that I have given them many chances to serve me adequately (let alone well), but which has managed a 100% failure rate, indicating that they either doesn’t understand or don’t care.

And as for airlines. Don’t get me started.

Despite the fact that some businesses struggle to understand the all-encompassing nature of marketing, customers have no such problem. Their perception of and satisfaction with purchasing from a business includes exposure to advertising, receptionists, voice mail, telemarketing, market research, catalogues, parking lots, showroom floors, sales presentations, deliveries, competitive choices, product demonstrations, billing, pricing, quotations, negotiation.

Dozens, even hundreds, of factors make up the totality of the purchasing process. And having purchased, the customer's experience is further influenced by billing and accounts receivable, complaint handling, after sales service, warranty, product performance, repair and maintenance contracts, installation and care & use instructions. Perhaps a story of an outstanding “total customer experience” might help to bring the concept alive.

Some time ago I wrote of an experience with a business that was then, as it is now, one of the most impressive examples of total customer experience management. Mrs Meredith and I booked a stay at a High Country Lodge in South Canterbury. We had not been there before and the initial experience on the telephone was excellent.

Having confirmed our reservation, the person with whom we were dealing asked how we would be arriving. We told her that we hadn’t decided. She recommended that we consider flying to Christchurch and catching the Trans Alpine Express. Sounded a great idea.

She advised us to make a reservation as the train was always busy so I asked which station we should book to. “Oh, there’s no station” she replied “Just tell the booking agent you want to be dropped off at Mt Whitebridge. There’s a little white bridge by the side of the track and we’ll collect you from there”

Now this was a London boy who was used to getting on trains at Euston and getting off at Birmingham New Street. Asking a reservations clerk if we could be dropped off at a little white bridge – you can imagine my trepidation in making the call.

“NZ Rail Reservations. How can I help you”

“Ah, yes. I wonder if you can. I would like to make reservations for two passengers on the Tranz Alpine Express from Christchurch”

“Certainly. And how far will you be going?”

“Ah, well, that’s the point. Apparently, there is a little white bridge……….”

“Yes that’s right – is this Mr Meredith?”

Blown away. Totally. Utterly.

In the time it had taken me to grab a coffee after speaking with Grasmere Lodge, the Lodge had called NZ Rail and had briefed them to expect my call.

And that set the tone for the rest of our “total guest experience” with Grasmere Lodge.

And what an experience it was…. ….

The Trans-Alpine Express, full with several hundred mostly American visitors, shuddered to a halt in the midst of the magnificent High Country, the only landmark in the breathtaking landscape being that little white bridge alongside the track.

A Landrover parked on the bridge had a picture of Southern Man standing alongside. Waiting.

Mrs Meredith and I were the only two of the train’s passengers to disembark, with much help from Southern Man and the train’s staff. Bags were unloaded from the train. Loaded onto the Landrover. No station. No road. Just isolated magnificence. And that little white bridge.

As we were warmly welcomed by Southern Man, the rest of the train’s occupants watched in wonder. Wondered at the scenery. Wondered at the perfect weather. Wondered just who these two were for whom the train stopped to order.

Through its meticulous design and management of the total guest experience, it continues to operate at the leading edge of overall guest satisfaction. Every detail of our stay was flawless and memorable. Imagine if your customers could say that of their experience with your business.

It is not rocket science. It is hard work.

Brian H Meredith