Lisa Lisson, president of FedEx Express Canada, knows the importance of customer experience. As a leader of more than 6,000 employees, her goal is to help them deliver the best possible customer service solutions. Meeting customer expectations wins business, but exceeding expectations leads to customer loyalty, which is the ultimate goal of FedEx Canada, even in the changing world of customer experience.
There have no doubt been changes in how we work, especially in the shipping business, but at the end of the day, the most important thing is still the customer experience. To stay on top on current trends and new technology, companies need to be constantly aware of the customer experience they are providing. It can be tempting to implement new tactics quickly, such as apps and mobile programs, but if they don’t match or exceed the current customer experience, they should go back to the drawing board. The growth of e-commerce and social media has greatly changed how many customers interact with brands due to their increased amount of online shopping and the ability to get goods around the world. Brands who embrace customer experience, like FedEx Canada, know that customers want to communicate with companies in their method of choice, which is why many companies have seen huge growth in chatting and other online communication.
One of the reasons FedEx Canada has been so successful in exceeding customer expectations is because of their corporate culture. Lisa spends much of her time interacting with employees because she believes a good leader has to get out from behind the desk and burn shoe leather. Many of her best ideas come from interacting with employees and going out on sales calls with customers. Employees are more likely to be motivated to build customer loyalty and have a great experience when they are invested in the company and feel valued. Because FedEx Canada employees feel they are part of the team through trust and respect, they deliver on impeccable service to customers. FedEx Canada gives every employee a “toolbox” they can use to give employees a great experience. Building off the culture is an internal program called the Purple Promise. Posters cover the company’s call centers reminding employees to make every FedEx experience outstanding for the customers as a way to build loyalty.
Companies that are successful at evolving with the customer experience spend a lot of time and resources measuring their success because they know they live and die by the customer experience. At FedEx Canada, that involves periodically gathering employee representatives from all areas of the customer experience and talking about what can be done in each area to improve the process. Those meetings help management see the entire process and empower employees to do whatever it takes to please the customer.
Lisa proudly tells the story of an employee who responded to a call from a customer whose package had been lost with special baby formula. When the employee saw the package was in transit but that the customer needed it right away, she called health food stores in the area until she found the formula, then purchased it on her own credit card and arranged for expedited delivery to the customer’s home that evening.
By empowering employees and making the customer experience a vital part of your corporate culture, you can be prepared for industry changes and continue to create exemplary customer experiences.
Blake Morgan is a customer experience futurist, author of More Is More, and keynote speaker. Sign up for her weekly newsletter here. Go farther and create knock your socks-off customer experiences in your organization by enrolling in her new Customer Experience School.