5 steps to delivering great customer experiences

I met a friend for coffee in Dundee this week. Over cake and flat whites, we talked about what could prevent a company from delivering a great customer experience, even if they wanted to.


If they’ve taken the time to understand what their customers needs and problems are, developed products or services to meet them, mapped the customer journey and it’s still not working, then it likely comes down to people.


You can have the best system on paper, but if the people aren’t bought into it, if they don’t want to deliver the great experience that you’ve carefully crafted, then you’re fighting a losing battle.


How do you ensure this doesn’t happen to you?


Here’s out top five tips for getting your team to want to deliver great experiences:


  1. Share your ‘Why’ with your team. If you haven’t watched Simon Sinek’s 2009 TED Talk, I suggest you do that now.
  2. Involve your team in the design of the customer journey. It’s possible that your team have more interaction with customers than you do. Get them to share their thoughts and experiences – they will have insights that you won’t be aware of.
  3. Even better, get your team working with your customers to co-create experiences. Collaborating will help them to develop a better understanding of one another, and learn to see things from the other’s perspective.
  4. Provide training. Make sure that your team have the skills they need to do their job.
  5. Communicate. Most organisations could communicate better. It leads to people not feeling valued. Let them know what’s going on and you’ll have a more engaged workforce.


Follow these steps and you’ll have a more engaged team, united behind your ‘Why’. As a consequence, they will want to deliver a great experience, leading to happier, more profitable, customer relationships.


It’s really not rocket science.