What is CX at its best

Lindström customers reflect on “What is CX at its best?”

Lindström CX Day in October 2019 brought together a wide variety of businesses. We asked them, how do they keep their customers happy and coming back.

Tero Thynell, Hotel and Marketing Manager at Klaus K:

Smooth customer experience begins with communication. The customers have to know what they are buying. For example, Klaus K clearly explains what we stand for and what our products and services are like. The next step is to walk the talk.

How does customer experience relate to sustainability then? In our field sustainability is very important, especially for younger customers. Therefore, it pays to clearly show your commitment to equality, for example. Furthermore, the entire supply chain must be not only sustainable but also transparent.

Jenni Määttä, Quality Director at Forenom:

Good service flow is essential. Good customer experience is the result of being able to meet and exceed customer expectations. The best customer experience is carefully fostered over the years.

How can people be motivated to put their best efforts on better customer experience? I would say feedback is essential. Everyone has to know how they succeed in their jobs. When an employee feels properly responsible for their work, it inevitably translates into a better customer experience.

Andy Bentlage, Category Sourcing Manager at Outotec:

Customer experience is at its best when customers feel they are in good hands. There has to be a sense of understanding and also of trust. A trusted relationship with your customers is the kind of relationship that both can best build on. When you help somebody, you feel good about it yourself as well. I think most people share this feeling. Help create trust. So, let’s do that with customers!

Minna Väätäinen, Experience Manager at Finnair:

On the B2B side, trust and transparency are particularly important. The customer must know exactly what they are getting and that the service or product is fully sustainable. And, in fact, same goes on the B2C side. No matter who and where your customers are, keep your services smooth! Nobody wants to spend their time on things that should have been thought through on behalf of the customer.

Yaron Nadbornik, CPO at Sato:

The best customer experience is seamless and easy. Sometimes, it can mean other things as well. For instance, IKEA furniture are a big hit even though one might assume people do not really want to assemble them. However, putting them together brings some added value to customers, such as an affirmation of masculinity or resourcefulness. This is a good example of how you have to find that certain special appeal to customers.

Miia Kinnunen, Director of Development, Restel:

If customers recommend us to their friends and family, we have reached the best customer experience. How to do this? In restaurants, of course, taste matters most. But another important element is how customers are met and received. Customers must always feel welcome: therefore, an honest eye contact and facing each customer as a valued guest is essential. Along with human touch, digital channels are becoming increasingly prominent. The customer’s wishes must be carefully tended to also on the digital world. Carefully designed services and ease of use are critical elements to our success.