What once was the customer service vision statement is now called the customer experience action statement.
Why the name change?
Vision is aspirational. Therefore, it has to be a call to action.
Now, service means many things. It may refer to accounting, consulting, or something else. As an action statement, you want your employees to create or provide that experience each time they come in contact with clients. It’s not a service but an experience.
The customer experience action statement is very different from a mission statement, a purpose statement, or even core values because these are aspirational. They are the guide for senior leadership in making decisions to hit organizational goals.
The mission-vision statement is like who you want to be when you grow up. It’s not something you do today but in the future. The purpose, on the other hand, is your company’s why. It’s inspirational as it should be.
The customer experience action statement, on the other hand, is a clear call to action of what each and every employee should intentionally achieve with every interaction.
It’s a game-changer for your culture. From the CEO down to the warehouse staff to the newest employee that starts next week, it’s your company’s North Star. It’s what everyone has to do intentionally.
HOW TO CREATE A CUSTOMER EXPERIENCE ACTION STATEMENT AND ITS 3 PILLARS
The customer experience action statement is what you want your team members to be delivering and your customers to be feeling every single time they interact. The 3 supporting pillars are how you get there.
The 1st Pillar: Expertise
The first pillar represents your expertise or being the best at what you do (ex. the best pizza makers, the best doctors, the best nurses, the best delivery drivers, etc.). Your focus is on quality, technical ability, and operational excellence.
The 2nd Pillar: Customer Interaction
The second pillar focuses on the actual customer interaction (ex. hospitality, relationship-building, and personalized experience).
The 3rd Pillar: Above & Beyond
The third pillar focuses on where you can go above and beyond. It focuses on taking a step further to surprise and delight when the opportunity presents itself (ex. exceeding, opportunity, and being proactive).