Menus can tell you a lot about a restaurant. Some menus have limited choices; some have way too many. Some have language like “no substitutions,” “salad bar extra,” or “breakfast only served until 10:30 am.” Some show you pictures of their featured meals; some have crazy entre names like “Whoopee burger” or “Don’s Big Mess.” There are restaurants that communicate what they think of young guests by the size of their “children’s menu.” Some laminate their menus giving you the distinct perception choices rarely change.
Customers today evaluate their journey with your organization in part by your customer experience menu—the choices and options you provide. And, they assume all service providers can tailor their experience. Can you imagine a fast food restaurant flatly refusing to “hold the onions?” Customers return to service providers that allow them to “have it your way” and avoid those with a “one size fits all” perspective. If your “CE menu” does not offer multiple channels for customers to interact with your organization today they are likely to pass you by in favor of those who do.
Wise service providers base their choices and options on what customers prefer, not on what is organizational convenient. Granted, they must balance customer preferences and personalization with economic limitations and brand promises. McDonald’s would not serve you a lobster burger, even if they could get it quickly. The service providers that create a loyal following continually update their customer intelligence and use it to ensure the experience they provide matches the experience their customers prefer.
What can you do to make your “customer experience menu” as enticing and memorable as the items on it?
Be sure to check out Chip’s recent post on Money Inc.