Have you taken a field trip? To your business?

Whenever I have a marginal customer experience – and that’s often – I wonder: Does this company want my business? Does management see things through the customer’s eyes? And critically:

Do the executive team and the CEO care?

Things can go awry at every touchpoint:

Calling: Is automated routing the right way to start? Cost-effective, but most of us hate it. Where are better customers routed – best reps, randomly, to overflow call centers? Do you have to give the same information multiple times?

Clicking: Does your navigation make intuitive sense? Does your help or search function return meaningful results? Do you ask customers for information you don’t need before checkout?

Visiting: How does the facility look – fresh, neat, bright? Start with the parking lot. Do associates greet you – and how? How are stock levels? Consider Target and WalMart. Target may win for style, but to know that the product is in stock head to Walmart.

If you find yourself surprised at your own business, it may be time to ask:

How does this reflect my vision? My management style? My motivation?

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