{"id":28798,"date":"2022-03-02T11:56:26","date_gmt":"2022-03-02T10:56:26","guid":{"rendered":"https:\/\/customerserviceculture.com\/?p=28798"},"modified":"2022-03-02T11:56:27","modified_gmt":"2022-03-02T10:56:27","slug":"get-your-customers-closer-to-you","status":"publish","type":"post","link":"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/","title":{"rendered":"Get your customers closer to you"},"content":{"rendered":"<p><em>&#8216;I though that&#8230;&#8217;<\/em> or <em>&#8216;I expected that&#8230;&#8217;<\/em> are tricky assumptions and when having conversations with customers they become slippery like ice. That happens if you listen too much to yourself and your tribe (aka our organization) without paying enough attention to what&#8217;s happening outside the building. Consequently you&#8217;ll <strong>increase the gap<\/strong>, instead of getting customers closer to you.<!--more--><\/p>\n<h2><strong>Brands think they&#8217;re white, customers say they&#8217;re blue<\/strong><\/h2>\n<p>A recent study by Redpoint Global and Harris has highlighted the mismatch between brands and customers perception. The research has shown that most companies are missing the mark on <strong>what consumers want<\/strong>, focusing on product and price as opposed to genuinely understanding the needs of customers. More specifically, the key customer experience areas were:<\/p>\n<ul>\n<li>customer understanding &#8211; do you really know what I want and how I want it? Are you able to meet my current expectations?<\/li>\n<li>personalization &#8211; how much are you flexible and quick to adapt your business model to provide me with a tailored service?<\/li>\n<li>Omni-channel consistency &#8211; as you integrate new digital channels (social media, live \/video chat or messaging) are you <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/bit.ly\/3sZCbNN\">optimizing Digital Customer Service<\/a><\/span> online across every support channel or just delivering &#8216;hiccups experiences?&#8217;<\/li>\n<li>Privacy &#8211; Can you keep my personal details safe? Why should I trust you?<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-28832\" src=\"https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap.png\" alt=\"CX gap\" width=\"800\" height=\"596\" srcset=\"https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-200x149.png 200w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-300x224.png 300w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-400x298.png 400w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-600x447.png 600w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-768x572.png 768w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-800x596.png 800w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap-1024x763.png 1024w, https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/CX-gap.png 1200w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<h2><strong>Measuring the &#8216;perception gap&#8217; [check-list]<\/strong><\/h2>\n<p>After reading the above stats I&#8217;m sure that you won&#8217;t just reply on assumptions. So now you may be wondering: <em>&#8216;how can I detect the perception gap with my customers&#8217;?<\/em>\u00a0 Well, first of all I suggest you focussing on key areas which are clearly both internal and external. That means in-depth analyzing the status of your internal values, their adoption by your peers and how customer effectively perceive them. Or how far they think you&#8217;re far from them (!)\u00a0To help you put the engine on, I&#8217;ve prepared this<strong> check-list<\/strong> for you. Feel free to use \/ adapt it. \u2193<\/p>\n<blockquote><p><strong>1.<\/strong> Did you set up <span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/customerserviceculture.com\/en\/values\/\">clear values<\/a><\/span> in your organization?<\/p>\n<p>Your response _______________________________<\/p>\n<p>___________________________________________.<\/p>\n<p><strong>2.<\/strong> Are all your departments fully aligned with them?<\/p>\n<p>Your response _______________________________<\/p>\n<p>___________________________________________.<\/p>\n<p><strong>3.<\/strong> Accordingly, are you walking the talk with your customers?<\/p>\n<p>Your customers&#8217; feedback _____________________<\/p>\n<p>____________________________________________.<\/p><\/blockquote>\n<h2><strong>Over to you<\/strong><\/h2>\n<p>&#8216;Whether it&#8217;s good or bad, I want to know the truth!&#8217; That&#8217;s the best approach for a prosperous future of your business, regardless the industry you&#8217;re in.<\/p>\n<p>So, are you measuring the perception gap yet?<\/p>\n<p>What are you doing to get your customers closer?<\/p>\n<p style=\"text-align: left;\"><span style=\"color: #0000ff;\"><a style=\"color: #0000ff;\" href=\"https:\/\/customerserviceculture.com\/en\/about-me\/\">Tell me about it<\/a><\/span>.<\/p>\n<p><span style=\"color: #999999;\"><em>Image Credit: Unsplash.com<\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8216;I though that&#8230;&#8217; or &#8216;I expected that&#8230;&#8217; are tricky assumptions and when having conversations with customers they become slippery like ice. That happens if you listen too much to yourself and your tribe (aka our organization) without paying enough attention to what&#8217;s happening outside the building. Consequently you&#8217;ll increase the gap, instead of getting customers [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":28882,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[737],"tags":[766,852,851],"class_list":["post-28798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-customer-service","tag-customers","tag-digital-customer-experience","tag-perception-gap"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Get your customers closer to you - Customer Service Culture<\/title>\n<meta name=\"description\" content=\"If you don&#039;t pay attention to what&#039;s happening outside the building you increase the perception gap instead of getting customers closer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Get your customers closer to you - Customer Service Culture\" \/>\n<meta property=\"og:description\" content=\"If you don&#039;t pay attention to what&#039;s happening outside the building you increase the perception gap instead of getting customers closer.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/\" \/>\n<meta property=\"og:site_name\" content=\"Customer Service Culture\" \/>\n<meta property=\"article:published_time\" content=\"2022-03-02T10:56:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-02T10:56:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/customers-closer.png\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Paolo Fabrizio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Paolo Fabrizio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/\"},\"author\":{\"name\":\"Paolo Fabrizio\",\"@id\":\"https:\/\/customerserviceculture.com\/#\/schema\/person\/cf6fce8fc34dc42008bd61ead2384c45\"},\"headline\":\"Get your customers closer to you\",\"datePublished\":\"2022-03-02T10:56:26+00:00\",\"dateModified\":\"2022-03-02T10:56:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/\"},\"wordCount\":410,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/customerserviceculture.com\/#\/schema\/person\/cf6fce8fc34dc42008bd61ead2384c45\"},\"image\":{\"@id\":\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/customerserviceculture.com\/wp-content\/uploads\/2022\/02\/customers-closer.png\",\"keywords\":[\"customers\",\"Digital Customer Experience\",\"perception gap\"],\"articleSection\":[\"Digital Customer Service\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/\",\"url\":\"https:\/\/customerserviceculture.com\/en\/digital-customer-service\/get-your-customers-closer-to-you\/\",\"name\":\"Get your customers closer to you - 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