• Is your customer experience aligned with your brand?
• Are your staff engaged in their work and working well as a team?
• How can you be better than the competition and be distinctive?
• Is your brand ‘remarkable’? Are your customers doing your advertising for you?

Good service is about understanding and listening to your customer, anticipating and responding in a polite, attentive, timely way – and ensuring they receive what they need in line with their expectations.

A high level of customer service leads to repeat business and lasting success; it’s also essential for strong word-of-mouth marketing for your brand (whether off-line, online or mobile).

Ultimately, customer service is “the cheapest form of marketing” and “a satisfied customer is the best business strategy of all” (with thanks to Seth Godin and Michael LeBoeuf).

Defining a Distinctive Customer Experience

Customer experience is about more than customer service. A business focus on customer service will make you better than a competitor, but a focus on customer experience will make you distinctive. More than ever, this is essential for standing out against your competitor brands.

Take a short moment to think about this: the world’s best brands do not just offer good customer service, they offer a whole experience – something engaging and remarkable.

A core idea resonates through everything they do and this is communicated through every customer touchpoint.

Consulting Methodology

Our consulting methodology combines our expertise across different service industries with our skills and experience in exploring and understanding our clients’ needs.

We take the knowledge gained from our research and training programmes in China and Hong Kong – and we deliver innovative, creative and unique solutions.

Our Consulting Programmes

Customer experience touches every part of the organisation. It’s not rocket science, but there is no silver bullet. Our client contacts are from diverse job functions (from HR and operations through to training and marketing) and in our experience buy-in at a senior level is required for substantial, lasting success.

At JETT, we define customer experience as “the features and effects of a customer’s interaction with a brand and the people that represent it”. We give our clients the ideas and the means to ensure these features and effects are as positive, engaging and memorable as possible.

Each project is unique and relates to areas as fundamental and varied as customer experience design, standards and procedures development, hiring and employer branding, induction and orientation, purpose and motivation, and customer and staff engagement.

This is all more than business jargon, and each of these is detailed below:

1. Customer experience design and standards development
   Every customer who interacts with your business should be greeted, assisted and served in the right way; it should never be left to chance how this happens. The specific words used, the degree of personalisation and the attitude exhibited should all fit with your brand and your objectives. These details need to be researched, planned and implemented meticulously.
2. Hiring and employer branding
   We routinely remind our clients that having the right people is fundamental for the success of everything they do. Highlighting and attracting these ‘right people’ is key – and this is even more true in China where competition for talent is very fierce. You need to consider the ideal core competencies for your team-members, and whether your brand’s reputation is attracting the people you want.
3. Induction and orientation
   From the moment a new hire starts they need to recognise their opportunity, to understand your brand, and to connect emotionally with their manager, colleagues and the customer. All new recruits need to know about the heritage, vision and ambitions of their new company. Starting a new job is scary so they also need support to be confident in their new role. Ideally introduced by top management, your Induction / Orientation programme is essential for retaining new hires and creating a lasting impression from the start.
4. Purpose, employee engagement and motivation
   People work more effectively when they are guided by a common purpose, they know their participation is valued and they see the longer term benefit to themselves. Employees who are engaged in their work will stay with you longer and will contribute towards a positive corporate culture. Likewise, businesses with a high level of employee engagement will outperform others. You need to engage with your team for them to want to engage with your customers.
5. Customer engagement, advocacy and loyalty
   Whether interacting with customers or potential customers, ‘customer engagement’ is the holy grail for any successful brand. An ‘engaged’ customer will not only re-visit and tell their friends, they will enter into a two-way relationship with you and will actively seek to learn more about you. Alongside the systems required, your people are a fundamental element for success with this – whatever the communications channel. So, does your team understand the bigger picture? Do they have the knowledge and skills for handling this relationship? We can help.

Visit Our People to learn about our talented team, or contact us to hear some of our case studies.