In this issue:

From the president

Employees must be 'brand ambassadors'

Sick or aging parents

Loyalty as a profit strategy (part two)
Over 40% of companies have customer experience statements?

Can this really be true? That's what the results from last month's poll question tell us and we're delighted. In fact, that's fabulous news. Or, is it? Are we all talking about the same thing?

We asked our readers if they have a customer experience statement but we didn't define it for them. Are some readers thinking about their vision, values or mission statement, their brand attributes, brand positioning statement or any combination of those? Based on our previous research, we expected the results to be 10% - yes we have a customer experience statement, 40% - no we don't have one, and 50% - I don't know. What our readers told us, however, was that 40% do have a customer experience statement, 50% do not, and only 10% said they didn't know.

What could possibly be the reason for the shift in the percentages? Do we have such a niche readership that believes so passionately in customer experience that our results do not reflect the general population? Or, have more companies realized the value of the customer experience to their bottom line? Or, was there some confusion about the question? Maybe it's a little of all three.

We know our readers feel very strongly about customer experience and they look to us to provide them with the latest information on the topic. We're pleased to report that more companies are taking action to make a commitment about how they will treat their customers. We also see that more companies are beginning to understand that everyone in the company is part of the customer experience. And that's good news.

A customer experience statement complements your vision, mission statement, values and brand. These four elements talk about how you see your company, what your purpose is and the values that you will adhere to when delivering your products and or services. Your brand defines how you will present your company to the world. The customer experience statement, however, talks about how you want your customers to feel and what you want them to say about you. For example, if one of your brand attributes or personalities is "responsive", then your customer experience statement would talk about the fact that your customers will feel that you really listen to them, you act on their requests, and you really care about their individual needs.

To give you an example, here's our customer experience statement - it's made up of several sentences. "Our customers will enjoy working with everyone on the team. They will smile when they hear or see our company name. They will feel that working on their project is our most important task. Our customers will always feel in control of their projects. They will feel confident that we will deliver creative and cost-effective solutions."

Don't be fooled that making a customer statement is easy. There are many things that must be done to bring the statement to life. I'd like to challenge all those who answered the poll with a yes to share their customer experience statement with us.

Maybe our readership is getting used to our monthly one-question polls but we're delighted to report that we had the highest response to this month's question to date. We'll share the results with you in our next newsletter. If you haven't had a chance to have your say this month, click here.

In this issue, we ask you to think about the value of employees being brand ambassadors - your employees are probably your biggest sales force. And, experiences are not limited to age, Ruth-Anne talks about improving the experience for seniors. Finally, we present the second half of JoAnna Brandi's article on customer loyalty as a profit strategy.

As always, we love feedback. Click here to let us know what you think of this month's articles.

Employees must be 'brand ambassadors'

Your brand and your marketing campaigns are ultimately dependent on one pivotal variable: whether your employees 'walk the talk'. No matter how creative or different your brand is, it will fail if you don't emotionally engage your workforce. Read this article for the key to long-term financial success.

Sick or aging parents? Help to improve their experiences is only a phone call away

If you've ever experienced the desperate feeling of not knowing where to turn or who to talk to about a sick or aging parent that needs immediate help, this article is for you. Even worse, if you're part of the sandwich generation, there is real hope. In this article, we look at Sally's real life situation and what she did when she found out that her mother had terminal cancer and death was imminent.

Loyalty as a profit strategy (part two)

Customers are tired of being treated poorly! Now with more choices than ever before, the customer is in charge and is more demanding than ever before. But, is loyalty dead? No way! You can realize the lifetime value of each of your customers. But how? Join us this month for part two of JoAnna Brandi's article.
My Web Poll
Which of the following industries has the biggest need to improve their customer experiences?

Financial Services
Health Care


October 2003 - Issue No. 12
Just to be clear is a monthly
e-publication for clients and
colleagues of:
The Customer Experience Company
a division of Carolyn Watt & Associates Inc.
7181 Woodbine Avenue, Suite 234
Markham, Ontario, Canada L3R 1A7
phone: 905-470-0139 fax: 905-470-2619
Questions or comments?
Contact Ruth-Anne Boyd
at ext. 221 or by email