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The recipe for remodelling customer experience

Creating the perfect customer service experience is rather like baking the perfect sponge cake: everything needs to be properly measured and checked at every stage to create the right consistency and flavour. 

6 October 2015

So, who is the Mary Berry in your firm? And how well are you managing the GBBO (and ?no, that’s not the Great British Bake Off, it’s the Great Big Business Opportunity) of customer service? 

The importance of consistency across the entire customer journey was highlighted in a major study by McKinsey & Company. They found that it increased satisfaction, built trust, and boosted loyalty, and that overall satisfaction was more likely to lift revenues and reduce the cost of servicing those customers, potentially by as much as 20 per cent. 

The McKinsey researchers identified three core areas: customer journey consistency, emotional consistency, and communication consistency. These are aspects we’ve been looking at during our monthly review of stats and anecdotal data from our mystery shopping and client research.

The service experience must be the same at every touch, otherwise the experience is skewed. A simple example may b...

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