By Nitin Ruparelia, Loyalty Group
When one of the great business leaders preaches customer
centricity , it is music to our ears - it confirms that it pays to
think about the customer first in order to achieve success. Here is
an excerpt from the article "Richard Branson on the Secret to
Exceeding Customer Expectations" from entrepreneur.com. Richard
Branson shares here his views on how to strengthen customer service
and exceed customer expectations.
This is a frequently asked question in customer surveys, which
according to Richard Branson can be very misleading. As he says,
customers have higher expectations for expensive products and
services than they have for cheaper purchases.
Expensive products and services are more likely to fail and not
live up to customer expectations because customers expect more
initially because of the high price. If customers have a bad
experience with cheap products and services, they are more likely
to think "I got what I paid for."
The key to success is, according to Richard Branson, to set
realistic goals for customer expectations and then try to surpass
them. It is about constantly ensuring a good customer experience -
it is only when customer expectations are not met, that chaos
In the airline industry the old established airlines are still
described as full service airlines, despite the fact that they have
long ago ceased to deliver exceptional service. They promise more
than they can deliver, and thus not living up to customers'
expectations in the same way as the new discount airlines.
Richard Branson stresses that it is necessary that the entire
organization works in harmony with the company's brand image if
customer expectations should be met. This is especially important
for the frontline employees who have daily contact with
It is crucial that they "live" the company's brand and are proud
to work for the company. This leads to the additional effort that
is necessary to ensure customer satisfaction.
This means that it doesn't cost extra to do things better than
the competitors. Richard Branson says that it primarily requires
creativity and focus on the processes of recruitment, training and
management of staff. Getting a grip on these processes will put you
in front related to the competitors.
Loyalty Group A/S | Smedeland 30 | 2600 Glostrup | Telefon +45 70 25 26 27 | firstname.lastname@example.org