Consider the impact of customer micro experiences on your overall rate of customer retention. This phrase often refers to business-to-consumer (B2C) marketing activities, including retail spaces created for specific customer niches.
However, let’s talk about the impact of customer micro experience specialists in business-to-business (B2B) interactions.
Often, the primary catalysts for customer retention are hidden within the organization. Many times, these folks reside in the Operations side of the business. Not only that. These individuals may – or may not – have sexy job titles or an amazing array of professional credentials. Also, they can perform specific – and unglamorous – job functions. Yet, they consistently do an extraordinary job. Because how they work not only reflects their incredible work ethic, but also their talent and expertise.
Do you know who these individuals are? You just might be taking them for granted. Consider, however, that these micro experience specialists continuously make you and your organization look good to existing customers. Why? Often, these specialists serve as behind-the-scenes resources for your customers, delivering extraordinary service and remarkable outcomes.
When your customers and competitors know who these specialists are, and recognize their value, they may poach them. Do I have your attention?
As a result, micro experience specialists, over time, create a big impression on customers. However, your internal myopia leaves these employees under-discovered and, thus, under-utilized.
Small experiences, over time, create a huge and critical mass impacting customer success and customer retention. And guess what? These variables are components of a rock-solid human capital strategy.
Micro experiences impact positive brand recognition which, in turn, impacts client referral and new business development. And while customer experience survey results are used to drive marketing and sales campaigns, how often do you dig deep to identify the people behind the numbers?
Not only can these customer micro experience specialists understand the voice of each customer’s micro experience. Also, they dissect each experience into critical components against which further experiences are designed.
Consider the impact of their input on innovation in your organization. Your specialists – even if they perform rote or manual tasks – often become the glue retaining your customer base. Especially if you are a micro or small business, yourself.
Are the critical-to-quality components required to improve rate of customer retention residing right under your leadership nose?
Yes, you are in the midst of decision-making overwhelm, with digital transformation, retrofitting old equipment and choosing software interfaces. However, while you wrestle with bringing the old and the new together, within an Industry 4.0 ecosystem, do not overlook the value of your customer micro experience specialists.
Sometimes, the seemingly small stuff can make the most immediate, as well as most profound, impact on your customers. Guess who knows just what that small stuff is?
Begin creating an ecosystem of customer micro experience specialists by moving one millimeter forward, today.
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Babette Ten Haken, Founder & President of One Millimeter Mindset™ serves organizations as a corporate catalyst and innovative speaker, strategist, coach and storyteller. Babette’s One Millimeter Mindset™ Workshops and Speaking programs leverage collaboration to catalyze professional innovation, workforce engagement and customer retention, especially in challenging Industrial Internet of Things environments. Babette’s playbook of IIoT team collaboration hacks, Do YOU Mean Business? is available on Amazon. She is a member of SME, ASQ, SHRM and the National Speakers Association.
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