How do backend systems influence customer experience?

Can you imagine you collected all the best pieces from different cars on the mission to create the best one ever? They all lie down in your garage ready to give you the best ocean drive of your life, but you kind of forgot it would take time and knowledge to assemble it. You gather the left enthusiasm and start the puzzle when all of the sudden you realise they do not fit each other. Stubborn as you are, you know you did not come this long to quit so you start building adaptational parts while ending up with something that does not look or feel like car at all.

It makes perfect sense in many surrounding examples that things should be examined as a whole but somehow, we end up solving the most important life problems by neglecting the interdependence between containing parts. This happens in business. Digesting business topics leads us to unnecessary separation of many areas. Once we master different topics, we forget to put them back in the system where their function is actually performed. Eventually, you end up wrestling with your business because you expect it to thrive when you actually cut it in pieces.

Well established inside systems have much more to do with customers and sales then you think! Nowadays, everyone is into marketing and sales and no marketing and sale will help you attract customers if your business is a mess! It all comes from an inside of your business. The way you prepare and make your goods, organise services, communicate with employees, arrange your tools, prioritise tasks, present and offer value, hand over the receipt, greet customers and so much more.

Have you ever eaten pizza in family-run rustic looking small restaurants in Downtown Rome? They tell the story passed by their grand-grandparents of creating mouthful of fluffy art with fresh tomato. They sell pizza but there it is a craft and they are such snobs about it that every time I end up talking about this delicious meal like I have just been in five Michelin star restaurant! They make me feel the importance of this long held tradition of their family. Funny thing is that, I am not even fun of pizza but because of such nights I am all in ready to talk about it for days!

Customer satisfaction is multiplied if product or service is delivered in a form of experience. Such customers create buzz meaning they spread the word showing word-of-mouth marketing in practice. The secret is that, experience has to be genuine and as such can be consistent. To offer such atmosphere to the consumers you first need to nurture it within your business.

How you do anything is how you do everything and your task, as an owner, is to put the values of your company in each and every process way before you serve a customer. This implementation is contained in standards, prioritisation, handling, communication etc. Once you have it in place it will serve your business forever. Such inner state will beautifully reflect onto your customer relationship and this is the moment to integrate right ideas to differentiate your offer on the market according to what you have chosen to stand for.

I invite you to share your business wisdom! Tell us, how do you implement values of your business? Comment bellow.

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