There is a lot to learn about doing CX right from our own everyday experiences as consumers. If we pay close attention, the lessons are right in front of our eyes. The following story serves as a great reminder of just how important the customer journey
is and the need to measure satisfaction along the entire path. When a series of bad experiences outweigh the good, customers may not return.
As a holiday gift, I took my family to a local spa. My intention was to help everyone relax, including myself, to start off the New Year. The result did not go as planned.
- I wasn’t seen at my scheduled appointment time. The masseuse was late.
- The place was noisy. We heard people talking around our rooms during our treatments when we expected it to be quiet.
- The music playing in the background was not ideal. Soft melodies rotated with fast jazz. The latter did not aid in relaxation.
- There was too much of a hard sell to upgrade services. I felt like I was at a car dealership versus a spa.
- My family member was cheated in service time. The facial ended earlier than the full 50 minutes paid for.
- My daughter ended up with a bad skin reaction. Painful red blotches appeared thirty minutes after leaving the place.
On a positive note:
- The employees seemed well trained and knowledgeable during treatments.
- The masseuse upgraded my service at no charge for starting late. That was a smart CX move. I tipped her well to show my appreciation.
- The staff was genuinely concerned when I called about my daughter’s bad skin reaction. The manager invited her back immediately to rectify the situation. Also, the facialist personally called the next day to see how my daughter was feeling. Empathy goes a long way in business scenarios.
It’s unfortunate that the staff does not survey customers, as my story offers great insights for improvements. I am sure there are great learnings from other customers too. I plan to follow up with the place and share my feedback so that management may implement changes where problems arose, as well as continue doing what went well to create more satisfying moments. Not all customers will follow up like me. It is for this reason I share my personal story. It is very important for all companies to directly ask customers for feedback. Without Voice of Customer insights and CX measurement, managers are flying blind and sales will ultimately be impacted.
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*All opinions expressed on the DoingCXRight Blog and site pages are the authors’ alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.