“Customer Experience” is like a box of chocolates.

I was recently replaying scenes from Forrest Gump in my head, and thought of the line, “Life is like a box of chocolates, you never know what you’re going to get.” It occurred to me that the inconsistency in typical chocolate boxes is why I’m consistently frustrated with them. I never know what I’m going to get!

This inconsistency plays out in business all the time. While working with a business, we have varying experiences depending on who or what type of interaction we have. Some interactions increase our understanding of and appreciation for the business, and others decrease it.

When you’re about to interact with a business, which scenario plays out in your mind? Are you confident in what the business will deliver, or is their hesitation?

The more consistently a business delivers at every customer interaction, the more trust and confidence is built; developing a partnership. Of course, there are rewards that follow.

Increased retention and revenue are the obvious windfalls of delivering a consistent experience. When customers are confident that their expectations will be met, they are willing to spend more. For the statistically minded, Gallup research shows that when customers know and believe in what a brand stands for, they are likely to spend twice as much as those who are unsure.

Now think about the interactions customers have with your business? Are you confident they will be desirable – each time?

It’s true; life can be like a box of chocolates. However, I prefer to make business more like a box of Reese’s chocolates. Every once in a while you might get a melted one, but each time it’s mmm…mmm…good!

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