Your reputation for service relies on the whole customer experience and therefore the day to day activities of each and every one of your employees.
Don’t believe that by offering great service you can avoid ever having to say sorry – it is an inevitable fact of human nature that at some point something will go wrong or a mistake will be made. Saying sorry is an essential for every businesses customer service toolkit.
It’s wierd how some things just stick in your memory – Aida is one of those things. Or should I say AIDA because of course AIDA is not a person it’s a marketing acronym that describes the steps prospective customers go through before deciding to buy.
In fact AIDA is considered pretty old fashioned these days and has been updated by for instance AISDALSLove as it includes the importance of customer satisfaction and experience in winning repeat business and referrals.
Times have changed. The way we work has moved on. I think the role of Manager has had its day.
Unfortunately not many organisations have moved with the times. They’re offering new products and using new technology but still servicing customers using the same old rules and tired, bureaucratic ways of working. I don’t believe they can keep up with customer demands by working that way.
I’m not suggesting employee engagement is a waste of money. There are plenty of freely available studies that demonstrate the Return on Engagement (RoE) is potentially huge and would force me to withdraw a statement like that very quickly!
But I do believe spending lots of money on initiatives to drive up levels of engagement is wasteful.