Good isn't Good Enough

In the competitive landscape of customer service, the difference between good and exceptional can make or break brand loyalty. We invite you to explore two customer scenarios that highlight the crucial difference between meeting expectations and exceeding them. 

Customer A

Imagine a customer walking into your store. There is no greeting or acknowledgment from an associate, and the customer navigates the store searching for help. Once an associate is finally found, they dismissively point the customer in a general direction. After locating the item independently, the customer waits in line for less than 5 minutes, pays, and promptly leaves. 

Customer B

Now, imagine a second customer walks into your store and is greeted immediately upon arrival. A friendly associate asks about the customer's needs, guides them to the desired item, and even makes a cost-effective recommendation for a future purchase. The customer proceeds to the register, where another friendly employee assists them through a speedy checkout process. 

Why this matters

A manager analyzing both scenarios might view them as successful. Both customers found what they needed, made a purchase, and left in a timely manner. However, the vastly different levels of service that each customer receives should not be overlooked.  When it comes to service, customers demand at least a great experience. Anything less can negatively impact brand advocacy. 

NPS scores for overall Customer Service Experiences illustrate that a “Good” experience resulted in -10 index points and a “Just OK” experience resulted in -45 points. Although Customer A quickly found and purchased their item, the entire interaction lacked any type of personalization, which likely left a bad impression and diminished brand loyalty. There was no initial greeting and no escort to the required item. Instead, the customer was pointed in the general direction without any additional assistance. This customer could have received a more engaging experience that encouraged future visits. With numerous retailers available, why would they return after such an unremarkable encounter? 

On the other hand, Customer B enjoyed an “Excellent” (+68 NPS) or even Perfect (+86 NPS) customer experience. There were multiple interactions with staff and very little customer effort, which could contribute to increased brand loyalty. With attentive and personalized customer service, Customer B is more likely to consistently return. 

The J.D. Power 2023 U.S. Cross-Industry Customer Service Experience Study^SM revealed that good service is not good enough to delight customers. Brands that focus on attentiveness, personalization, efficiency, and reducing effort will exceed expectations and increase brand loyalty.  

Are your customer experiences exceeding expectations? If you're unsure about the quality of service you're delivering or need assistance in addressing challenges, reach out to our customer service experts today! 

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