| |JUNE 20218Consultants ReviewHAR CUSTOMER KUCH KEHTA HAI - TRANSFORMING CUSTOMER DELIGHT INB2B ORGANISATIONSBy Pooja Aggarwal, Head Of Business Operations, Schindler GroupPooja has won many accolades and awards during her professional career and Chairman's award at Aditya Birla Group is the most cherished one. She is one of the youngest P & L women leaders in manufacturing business in the country.ustomer Delight has been a buzzword across the organisations and industries since last couple of years. With the advent of technology and obsession of users with social media, all companies have been ramping their efforts to make their presence felton every platform. Both B2B & B2C businesses have been adapting their business models to be able to not only attract customers but also enhance their engagement to retain them.Traditionally, B2B sales & customer experience(CX) has depended heavily on personal interaction. From in-person meetings to demos to industry events for networking ­ B2B has been all about understanding the problem statement and delivering solutions, personally. While majority of the businesses in these industries were adapting to the new world and dialling up digital efforts, the pandemic hit has amplified that need. It has exposed weaknesses in existing business models and gaps in digital readiness of these organisations to deliverCX. With the new world and technology continuing to overload our lives, companies need to recalibrate CX efforts, and with most people cooped up at home, it's suddenly more important than ever to get digital experiences right. To deliver outstanding digital experiences and encourage loyalty, here are key aspects that businesses should define to adjust to the next normal. Revaluating the Customer's Expectations Customer Delight is the very favorable experience of the client when they have received a good or service that significantly surpasses what they had initially anticipated. Critical word here is "Anticipation"- the expectations of a customer. The customer's perception of great experience changes over time and expectations increase. Understanding the expectations is a continuous process rather than annual feedback surveys as needs are evolving everyday. The more we listen to our customers, the better we understand their needs and this in turn helps us to build successful business.It all starts from effective listening. Zappos says that the number one tool any company can use is listening. They "respond to every single customer inquiry, whether it's via phone, email, live chat, Twitter, Facebook, Zappos blog, etc." In fact, many of Zappos improvements are inspired by their continuous customer feedback. Listening is a special art and companies need to invest in skill building of their teams rather than outsourcing this critical activity completely. This cultural shift of reskilling the employees is as important as the technology itself to sustain the business. In addition to physical touchpoints, a number of social listening tools have cropped up to listen to what every customer is thinking & actioning like. "Har customer kuchkehtahai"as everyone's needs are unique especially IN MY OPINIONCPooja Aggarwal, Head Of Business Operations
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