By Eric Murphy, Concierge.com Founder & Managing Director
On Tuesday, Concierge.com released our inaugural whitepaper, Return on Experience: Why and How You Must Invest in Customer Experience Management (CXM). We created it to share our experience and knowledge on the five key phases of CXM, how to gain a better understanding of CXM's importance in building extreme brand loyalty over the long run, and how to gain a deeper understanding of the ego and the huge role it plays in a successful event strategy.
Our world is becoming more transparent than ever. On the customer service side of business, especially for high profile brands, there’s no sweeping a bad customer experience under the rug. Thanks to the internet and social media, those customers now have the ability to tell thousands of people about their experience instantly, so the customer experience is paramount.
Ever been to a restaurant where the food was amazing, but the service was terrible? Guess what you’re going to remember? The same goes for events and experiences. No matter how much you spend on talent, technology, food, and flowers, attendees will be disappointed if they don’t feel like they were given enough attention. It’s that simple.
One of the true pioneers of people skills and customer experience, Dale Carnegie, wrote in his most famous book, How to Win Friends & Influence People, “When dealing with people, let us remember we are not dealing with creatures of logic. We are dealing with creatures of emotion, creatures bristling with prejudices and motivated by pride and vanity.”
And therein lies the secret. Let me give you an example.
I have a friend who would take me to this awful Italian restaurant in Secaucus, NJ. He loved it. I could never understand why, but then it dawned on me — he didn’t really care about the food. He was greeted by the owner every time we went there, they had “his table” ready for him, and the staff doted on him. From his favorite water (sparkling with lime), to wine (a nice Borolo), to food (of course, a dish that wasn’t even on the menu), this guy was treated like a total VIP and that’s all that mattered. Despite mediocre food and its strip mall location, he loved it because he felt important, and wanted the people he brought there to see that, too.
Download the complete whitepaper at the top of the page to discover why, in a world controlled by Yelp ratings and customer reviews, events are only as good as their guests’ overall experience. You’ll be surprised by the power of feedback and what you may be overlooking in your planning process.