It’s A Wonderful Customer Experience

By: Lisa Sigler

December 23, 2014

CEM Programs
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When companies talk about “customer experience” they are, almost without exception, talking about their own customers.

But what if they weren’t? What if they meant all customers? Their own and their competitors’?  Think of the old holiday classic film, “Miracle on 34th Street.” The true Santa is the one sending customers away, to stores with better deals – and people reacted with renewed zeal for the fictional Macy’s brand.

The idea of sending your customers to a competitor isn’t that farfetched. If you don’t carry a particular product or offer a service that customer is seeking, the best thing to do is to point them in the right direction. Ultimately, you’d incorporate their desire for the product into your overall customer experience management program, but at that moment in time, you don’t have what they customer is looking for. The best you can do is be helpful and be perceived as a company that is friendly. And that’s not too shabby!

And what about “customers” who have nothing to do with your business? Maybe you’ve never wondered why NORAD tracks Santa Claus – but their ongoing commitment to delighting folks who are anything *but* their normal customers is inspirational.  (Hint: it started with a misprinted ad and a Colonel with a heart of gold).

Delight people. Go the extra mile. Give more than is required. It’s the heart of customer loyalty and the spirit of the holiday season.

Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.