This article was originally published by GCCRM.
Ask a consultant how to improve your "customer experience," and words of wisdom will flow. Ask a consultant what customers' want, and the answer may be less forthcoming. We all talk endlessly about providing customer value, but what exactly is that? What is the requirements benchmark against which consumers measure you?
Whatever that benchmark is, it is obvious from falls in satisfaction levels worldwide and the growth in official watchdogs, that en masse we are doing a poor job of meeting it, despite the huge interest in capturing the "voice of the customer." And customers are becoming annoyed at our shortcoming: Their backlash is evidenced by the growth in blogs complaining about service, proliferation of anti-business films and increasing methods to bar spam and junk mail from entering homes.
