One of the worst things you can have from a customer experience point of view is have leadership that "knows" what customers want, says Darin Phillips Vice President of Customer Experience at Bayview Loan Servicing. In this Process Perspectives podcast, Darin details explains how most companies have recognized the importance of improving the customer experience in an age where consumers can easily take their money elsewhere, discusses techniques for understanding what your customer really thinks, and even explains what he calls the "dark side" of the customer experience.

Finally, Darin explains that 85-95% of what customers remember about your business is their interaction with your employees, so key to customer experience improvement is managing and rewarding certain behaviours amongst your staff. Culture drives people's behaviours and will drive the results that you want to get., he says.

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