Many organizations focus on the customer experience. Some do it because it’s a trend; some because it’s central to their mission and values. Some are successful and some are not. One key measure of success in getting the customer experience right is growth– in customers, revenue, brand recognition. These are certainly important. But I also noticed another, perhaps secondary benefit that occurred when a company got the customer experience right–trust and customer connections.
I recently returned from a 14 day cruise on Seabourn, a luxury cruise line with smaller ships and a reputation for excellent customer service. I paid particular attention to how the crew members interacted with passengers and with one another. Crew members from every facet of the operations were always friendly and caring. They greeted you, asked about your experience and what they could do to make it better. They learned your name within a day or two (and greeted you by Mr or Mrs–). They learned your preferences and likes and made sure these were available. There was always a smile and a sense of genuine caring.
And while I was relishing this attention and service, I also noticed that passengers were creating contacts and friendships. Total strangers from different countries, with different cultural backgrounds and views were talking with one another, having a drink together, meeting for meals and shore excursions. This continued throughout the journey (and some new friendships may extend beyond the time on board). Why was this possible and especially in this time when negativity toward others has become a common theme?
If we look at key elements of communication and relationship building, there is clear evidence that creating a sense of safety and trust are essential. There is even a neuroscience basis for this–when we feel “threatened”, unsafe or unsure our brain operates in a protective mode. We don’t access higher brain functions needed to have meaningful contact or to build relationships.
So, by creating an amazing customer experience, perhaps Seabourn is achieving something even more– they are creating an environment that allows us to feel safe and welcomed; to allow us to access our higher brain functions and have meaningful conversations and build new connections.
How likely am I to be a return customer after this experience? It nearly 100 percent. So how might this apply to your organization?