Going From Zero To Customer Hero Means Learning To Listen

Research shows the majority of businesses are only 'okay' in the eyes of their customers. So, how do they bridge this expectations gap?

- Lee Naik

Think you’re a customer experience superhero? Think again. Not only are most companies not nearly as beloved by customers as they think they are, there may not even be a company worthy of the superhero mantle.

Forrester’s recent customer experience index shows the vast majority of businesses are only ‘okay’ in the eyes of their customers. Furthermore, while 17% can be called good, companies rated as excellent couldn’t even crack the 1% mark.

Why does the expectations gap exist? It can’t be due to lack of awareness or effort, because over the years, customer-centricity has become a driving force in just about every boardroom. You can’t put it down to a lack of resources either, not when even the most financially successful companies struggle to nurture brand love.

There’s something else going on, and it’s more subtle than a failure to execute.

Anyone who’s worked in software sales might be familiar with ‘happy ears’ – that moment where the customer says something that convinces you they’re going to pull the trigger, and you stop listening properly. You’re already thinking of the commission, so you hear only what you want to hear.

Just as importantly, as leaders, we changed our behaviour to encourage open, honest and nonjudgmental discussion with the people around us.