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The most successful companies make listening and understanding their customers a vital part of their business strategy. Sounds simple, doesn’t it? Unfortunately, the reality is different. In a time where customer preferences are evolving faster than ever, ignoring these might turn out to be quite costly.

A few years ago, after over twenty years working in the Customer Service Industry, I crazily returned to university and completed my master’s degree in HRM, where my final thesis focused on linking staff engagement to brand loyalty.

How often have you contacted customer service and received a generalistic, completely useless response? Even though you clearly described the problem, included the troubleshooting steps you already took and even indicated potential causes for the problem you are facing?

When you think about Customer Experience I’m willing to bet you’ll typically think about the experiences customers have when evaluating a product or service, choosing and buying it, and then actually using it.

Chances are your company has a defined mission statement. A short description of your market, goals, and how you intend to reach those goals. But have you ever given any thought about your customer service department’s mission?