Welcome to Episode 30 of The Executive Edge. This week’s guest is Brenton Webber from Half Time Orange

Brenton is an expert in ensuring business achieves a positive customer experience. In this interview, he explains how he feels it’s desirable to do that. Business has long been transactional in nature as inevitably, something is bought or sold. However, he feels those company’s that pay attention to the customer journey, are more successful. Two examples supported this quickly. The first, is that customer driven companies are 1.9 times more likely to acquire new customers, and his story of a coffee shop proved his point well.

What does he believe?

If a coffee shop thinks it’s in the business solely for producing good coffee, they’re missing a trick. We may return for the coffee but that will likely be for a take away or a quick stop. Instead, if they think of the whole customer experience as an opportunity to stay there then it becomes a different story. It’s worth examining how to enhance the chances of people staying to sit down.  Not only does the customer buy more but they promote it to others too. So, better identification of how your business is solving a problem for people, achieves better results. Making the environment fun, enabling good wi-fi and easy facilities, all boost success.

What else?

Brenton also described a model he uses called CX6. These six principles help him to encourage the people he works with to identify where they are now versus where they could be. Then it covers what they need to do to improve. Among these principles, is how fast the process of transacting with you is as a business. Then, how convenient it can be. These may seem easy to solve but fast food for example, doesn’t necessarily mean that’s what you’ll be remembered for.

Human connection is vital for everyone he feels, especially after our experiences of the recent pandemic. We are all more aware of how we do business as many of us have had to do so from home. Connecting with others has proved even more important now. Essentially, it’s vital to put yourself second in favour of working out what your customer wants, how they are treated (and valued), and how they return to you.