Unless you’ve been out of the country for several years, you probably have heard the…
- Christa Heibel
- Customer Experience
What Business Can Learn from the 2016 Presidential Cycle
- Christa Heibel
- 11 March 2016
(Not a candidate or party endorsement)
Whether you want to be wrapped up in it or not; it is impossible to ignore the 2016 United States presidential election cycle unless you are living under a snow bank.
CHCG is having interesting and intriguing internal debates and making observations about how the whole political season, process and two party system, seems to fly in the face of our favorite topic to educate and assist companies on: Customer Experience Management
As the primary and caucus season continues to heat up, we see nothing but a drastic divide and separation. This is not only from the fevered followers of each party towards each other, but even amongst the political ranks of both the Democratic and Republican parties. I recently heard a political pundit call it a “gun less revolution”. The comment was primarily focused on the Republican Party, but with some clear references to things happening also within the Democratic Party as they move away from the “establishment” towards an alternative candidate option.
For those that consider themselves Republicans, they can watch in real-time the coming undone of the actual stitches of the fabric of the party; as Donald J Trump continues to sweep the polls and the primaries making him a presumptive nominee. For party hardliners and establishment Republican members, this is creating frustration, fear and panic with in their brand.
Current party leadership in the last weeks have been coming out one by one denouncing the frontrunner, claiming they will never back Mr. Trump’s candidacy and run for the White House. This is a rather interesting approach to take in regards to one’s own brand as an elected Republican official. Nevertheless, the party drum keeps beating #neverTrump. Most can see that this course of action could very well result in keeping the White House in the hands of a Democrat for a third straight term. This is an interesting tactic of not winning (not that we in private sector businesses do not also hurt ourselves with bad leadership, communication, decision making and branding issues).
I wonder when they do this – send their frustration and anger towards the Donald – if they realize that Donald is only winning because of the voters/constitutes/consumers/PEOPLE behind him.
This anger and frustration from the Party Elite seems to be missing the bigger point that the voters are no longer choosing their brand, message and product anymore.
As a business owner, it would be the equivalent of getting angry with our competitor because we have allowed the quality of our product, brand and reputation to become a point of frustration for our clients and now they are using somebody else’s product or service. The Republican Party’s shot callers response to these emotions gives business people a great insight as how not to respond to similar emotions.
As business owners, we know that if our product is not selling, we need to take a hard internal look at the quality of what we are trying to produce, resources, costs and processes as well as a hard external look at the marketplace, our target audience and their needs, our competitors and the marketplace in general. These internal and external self-evaluations allow us to then make good solid data-based business decisions to adjust our approach in hopes of regaining market share, lost revenue and securing new clientele.
All good businesses, as well as the Republican Party in this instance, need to just focus on going back to the basics. Realize that regardless if you are in the public or private sectors, are a product or service based business, are doing B2B or B2C type transactions – at the end of the day it all boils down to great Customer Experience.
Here are seven reasons why customer experience to businesses (and even political parties) is important:
- Improves customer satisfaction.
- The voter is as much a customer as a constituent, as they are paying the elected officials to perform a service. By improving customer satisfaction, you gain loyalty, and can start to earn trust from your customer.
- Fosters repeat customers and customer loyalty
- Increases customer advocacy and referrals.
- In the realm of business and definitely in politics, this is vital.
- Word of mouth is still one of the best and cheapest ways of building a brand.
- Reduces customer churn, and builds stronger customer relationships It all comes back to loyalty.
- Creates. a competitive advantage.
- If you make the customer happy by providing a superior customer experience over your competitor, you begin to create an ever growing competitive advantage.
- Increases revenue and sales.
- The happier you make your customers, the more customers you have, the more word of mouth you get, the more sales you make, more revenue you earn. Simple!
- Stay Fresh & Relevant.
- Do not assume you know what the market wants. Research, ask and have a reliable customer feedback loop in place
Do not assume you know what the market wants. Research, ask and have a reliable customer feedback loop in place
Those businesses who can leverage and utilize great customer experience to engage customers and create experiences that impress and exceed expectations will be the ones who win new business and see their market share grow…. or win an election.
Read here to learn more about CH Consulting Group as a partner and our approach. Feel free to reach out to Christa to learn more about her findings and research….and how she may be able to assist you navigate this or any other contact center customer experience and strategy need you have. There are even some recently archived webinars you can listen to on these topics.
Christa Heibel is a serial entrepreneur involved in dozens of startups, product launches and turn arounds where the ability to GROW and generate new revenue was critical to success. She is available for honest, tough assessment, strategy and support if you want REAL success!
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