Staying Committed to the End-to-End Customer Experience

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When we talk about the customer experience, it's important to remember that it's an end-to-end experience for customers. It's not just about the pre-sales experiences a customer may have viewing products on a company's website or the interactions a customer may have with a salesperson before deciding on a purchase. The post-purchase support a customer receives is also a critical component of overall satisfaction and loyalty.
Customer Strategy

When we talk about the customer experience, it's important to remember that it's an end-to-end experience for customers. It's not just about the pre-sales experiences a customer may have viewing products on a company's website or the interactions a customer may have with a salesperson before deciding on a purchase. The post-purchase support a customer receives is also a critical component of overall satisfaction and loyalty.A few weeks ago, I posted a blog about poor customer service that my son and I received from a warranty company regarding coverage on his car that had been damaged in an auto accident. By contrast, as we went through the process of getting my son's car repaired, the owner of a local auto body shop named Pat provided us with exceptional service - both during and after our preliminary encounters with his business.

In the accident, the front bumper came off my son's car and then fell beneath the car as the car was still moving. Since damage to the undercarriage could have potentially affected the vehicle's alignment, Pat made sure that he first had the car evaluated by an alignment mechanic that he works with before starting any of the body work.

In addition to the body work that Pat's shop took care of, Pat also made arrangements with another local mechanic to replace the engine mounts on our son's vehicle since those were also in need of replacement. Pat spent a considerable amount of time communicating with our insurance company to make sure that the insurance would cover these costs in order to minimize our out-of-pocket expenses.

We've used Pat's body shop in years past (we're not demolition derby drivers in our household, but we have had a couple of deer collisions) and he has always provided us with excellent service. I've recommended him to everyone who has ever asked for a referral. The time and effort he spent ensuring that all facets of the repair work needed for our son's car would be covered by insurance reminded me why we keep coming back to him. He's not just looking to cash a check. He truly wants to make sure that everything is taken care of to our satisfaction.

I pointed out Pat's actions because he's a business owner who looks after his customer's interests across the full span of the customer experience. It's that kind of attention that generates loyalty and long-term customer value.

EXPERT OPINION
EXPERT OPINION