Why we chase customers away

Just think about how we would all like to be dealt with:

- greeted in a new restaurant as though you were a regular in front of your clients
- when you check into a new hotel asked "your usual room, Sir"
- etc etc

But how badly wrong major companies get it - even household names who are supposedly focused on "the customer experience"

Examples are:
- you are a Gold Card holder with a hire car company, but they cancel your booking without telling you because the credit card they hold on file has expired.

- you are the highest level in your airline loyalty programme - you fly every week - but you are made to drag your way through a maze of call centre options to change your flight only to be told to call another number

Why is it so bad?

Simple really. These companies have not thought through their strategy and processes from an end customer's perspective. Think - when was the last time you called your own switchboard so that you feel what your customers feel? When did you last stand behind some of your call centre operators and listen in on the calls to hear what your customers are saying and experiencing?

And then once the processes are clearly defined and understood, are the software applications and data in place to support the "customerexperience" set out in your strategy?

Finally, is the way that you are measuring and incentivising your staff consistent with your objectives and processes?