Measuring Customer Experience – or – Do you Know what your Customers Really Think of your Service? - summary

There is a strongly held misconception that asking customers what they want and then providing such requirements will guarantee customer satisfaction; this is a risky premise when even presuming to question the customer could annoy or lead to disappointment - many people perceive a call from the garage asking whether their service was satisfactory as an irrelevant annoyance. Customers expect their suppliers to know what they need and to be able to solve their problems, which brings us to what might seem to be a very subtle difference between needs and wants. The customer might desire a supplier to know and understand their needs – as if by magic – but such perception will actually be achieved through profound insight of all issues regarding the situation of the customer, with careful questioning eliciting the exact nature of the requirement so the business can refine its ability to provide a unique personalised solution to individual problems.

Utilising product insight and customer awareness can create a unique and specific solution which completely satisfies a customer’s needs in a manner that is cost effective to deliver, but impossible for the competition to copy without incurring much difficulty in delivery, and risking failure in satisfying the customer. Offering the customer a solution, with the knowledge that it is already close to the final requirement and only a little input from the customer will produce a refined solution specifically for that customer.

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