Customer experience can be described using six pillars of customer experience: Personalization, Integrity, Expectations, Resolution, Time and Effort, and Empathy. The maximum value that can be assigned to a pillar is 10.
Thanks to an individual approach, the customer forms an emotional bond with your company. By personalization, we mean putting together tailor-made products, product whisperers, or possibly intelligent CRM systems that recognize your customers and speed up the process of serving them.
“I have a tariff with Vodafone, which they assisted me with recently. They reduced the price when I got an ISIC card, which helped me.”
Man, 21, Vodafone
“When I set up a tariff with T-Mobile, I wasn’t exactly sure what I wanted, but the employees at the branch created a tailor-made package for me, which was great.”
Man, 26, T-Mobile
“I’m really pleased with this company. As soon as they see my booking, they come up with offers similar to what I’ve chosen.”
Woman, 68, Booking.com
This pillar is about minimizing customer effort and streamlining processes. Increasingly, customers rely on avoiding branches or form filling if they want to arrange a service or order a product. You can speed up and simplify processes by optimizing them or through the biometric verification of clients.
“I have ordered products here several times, and this service is highly convenient for me – I don’t have to go to a shop. But once, they delivered food that was in bad condition. Luckily, the return and exchange process was quick and easy.”
Woman, 29, Rohlik.cz
“I often use their customer website and arrange everything through it.”
Woman, 25, ČEZ
“It’s my primary bank, and I’m very happy with it. Air Bank staff always help me, and I like the options they give you. I certainly recommend this bank, which has an app that’s extremely easy to navigate. In contrast to other banks, it allows you to do a lot without needing to use the website or visit a branch.”
Woman, 25, Air Bank
Brands should not only fulfil customer expectations but also actively manage them, thus preventing disappointment. In the best-case scenario, the service will exceed the customer’s expectations. Inform your customers about delivery progress, manage queues, and collect feedback.
“Recently, I bought a burger and was offered the opportunity to fill out a questionnaire and get a free burger another time. I liked that.”
Man, 20, Burger King
“I needed to change the delivery options for a package. The company was friendly, helped me and gave me good advice.”
Woman, 26, DPD
“I’ve been using Airbnb for a number of years and am completely satisfied with it. I’ve never had any problems. Once, I had to cancel my holiday, and the refund was in my account within an hour. I’ll continue to use Airbnb.”
Woman, 56, Airbnb
The brand should act in such a way as to earn the trust of the client. This means preventing cyber-attacks and crime in the online world, providing transparent information, and acting reasonably. For example, banks can gain trust with a functioning and secure bank ID, which the customer will be happy to use even for dealings with the authorities.
„Bat’a is a renowned and world-famous footwear brand from Czechoslovakia. I always like to buy shoes from this company because I have complete faith in it.“
Woman, 58, Baťa
„I have an active current account. Managing it is easy, and the offers I get are great, as is the mobile service. I also feel good about the account security, and when there was a transaction error, the bank sorted out the problem within 24 hours, to my complete satisfaction. The only drawback is the maximum of three cash withdrawals.“
Man, 62, Hello bank!
A problem provides an excellent opportunity to improve your image because you can turn a terrible experience into a great one. Online channels, timely notifications and background systems that intelligently predict issues and enable a speedy response will help you resolve difficulties.
“I had a problem with a fraudulent shipment and account, so I contacted the customer centre for assistance. They helped me a lot. I’m satisfied.”
Woman, 57, Česká spořitelna
“I order from Wolt regularly and am extremely impressed with their services. When a problem occurs, and the delivery gets held up in traffic, they immediately let you know and pay compensation as needed. Friendly support from the customer helpline and extremely helpful couriers. I like Wolt very much. It’s an excellent and highly respected company.”
Woman, 28, Wolt
“We had a problem using the Sodexo card, but the staff sorted out everything quickly. It turned out to be a technical problem, and we got a discount for waiting.”
Woman, 26, Dr. Max
Empathy means understanding the customer’s situation, empathizing with them and thereby forming a strong bond. This approach applies in the online environment too. Choose a suitable means of communication, design tools based on the target group’s preferences, and communicate in a friendly manner when introducing the client to the digital world.
“My bank for my business needs. Straightforward IB interface. Nothing jumps out at me, and they don’t patronize you. It’s different from banking with ČS, ČSOB or KB, which bungle things up.”
Man, 66, Fio banka
“We book all two-day trips and holidays at Booking.com. It can be cancelled even at the last minute for free – you never know beforehand what could happen, and you pay on arrival. It’s great. They’re also extremely accommodating. When I got sick just before the holiday, they also waived the charge I had to pay. One hundred per cent satisfaction.”
Woman, 72, Booking.com
Find out more about the methods here.