Tracking And Actioning Customer Insight
My annual golf trip with a few mates always provides some interesting instances of customer experience.
This year, in Scotland in June, we were playing a relatively new course, at least for Scotland, which had only been open for about five years but had already hosted the Scottish Open three times. It was mid-week and very quiet, the staff were generally very welcoming, in particular the starter, who spent a few minutes telling us about the course and what to look out for. It looked and was a terrific golf course. Highly recommended.
After 9 holes (halfway around for the non-golfers), we paused very briefly to grab a drink and some sustenance at their well-placed café shack. A banana, I thought, for an energy boost but none available, so some chocolate will have to do.
Ever a sucker for punishment, we played another 18 holes after lunch. It occurred to me, as we played the 9th again, that it would be really impressive if the staff had remembered my request the first time and a banana would now be waiting.
It was not to be; not that this spoiled a very enjoyable day and a very welcoming club. The HalfWay Café could have met me halfway, I thought. I will still recommend (Castle Stuart) to friends but the customer experience could have been even more special (at least from a marketing zealot’s perspective).
Many organisations collect data on their customers through their various touch points. We hear a lot about the desirability of ‘single view’, though it is not often achieved. To transform a customer experience from run of the mill or good into something more memorable, and therefore more likely to result in a recommendation to family and friends, it is often the little things that count and those little things will typically come from intelligent and intuitive use of customer data.