
From books, to movies to famous quotes, what lies beneath
the surface is more often than not riddled with danger. In a movie, it’s
usually the scary part where we over our eyes and scream when the “what’ is
revealed. Are you with me so far? That’s great because now I am going to talk
about customer experience. Yep, that’s right – customer experience.
Follow my thoughts here for a minute. This week I attended
the Cleveland Clinic CARES About Parking
Symposium 2015; an event that brings together parking professionals for
networking, sharing best practices and discussions on new trends and
technologies. As attendees shared their stories, it reminded me that things
aren’t always the way they seem at first glance. For example, using a parking
garage for the most part is pretty mundane; you pull in, grab your ticket, and
find a space and park. It’s a pretty
seamless process. Under the surface, it’s a totally different scenario. Behind the scenes, an entire network of people
are focused on making that parking experience the best it can be; researching,
testing, eliminating challenges, adding new equipment, testing out new procedures,
hiring the right personnel. It’s like a duck in a pond – smoothly floating along
on the surface and paddling like crazy underneath.
Customers don’t see the “paddling like crazy underneath”.
Their experience is based on what’s above the surface. In my parking example, they
don’t know that three employees called off sick and left you shorthanded. They
just know that they waited 15 minutes in the line to pay because only one lane
was open. They don’t care that there’s a big convention in town, they only know
that they can’t find a space in the lot and they are already late for work. Customer
opinions are formed by their experiences. Create experiences that keep them coming
back. Find out “what lies beneath” in your organization and make sure it works.
If you don’t the results could be pretty scary.
Posted by MJ Thomas
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