Category Archives: #CX

#ThursdayThought – It’s All About The End User

“Should we plan our social media content around a particular platform’s algorithm?”

“We spend more on marketing to sell our products than the R&D for the product.”

“We have to rush this product to meet the deadline or it will cost more money. It’s good enough.”

“I’m not going to spend extra money on a more intuitive website. The customer can order on it just fine.”

It’s all about the end user. #CX #UX

Save time. Save money.

None of it matters if the end user – usually the customer but oftentimes your employee – finds your product or service to be lacking.

In today’s world of better customer experience (CX), gaming a system to make margins or gain efficiency is lost on the customer. What matters to the business or individual consumer is what their they think of your product or service.

If our shortcuts, inability to plan ahead of time, or lack of concern for what we produce make for a poor CX, today’s consumer will leave. Probably even before they click “Submit order”.

Reverse engineer your planning, processes, Six Sigma and cost efficiencies from a starting point of who makes the ultimate decision.

It’s all about the end user.

(image: pixabay)

Easy For You But Not Easy For The CX

What if you called a company to disclose a complaint with a product or service and you found yourself in the following conversation:

“Sorry, you’ll have to talk to your customer success manager.”

“But this is the number the website instructed me to contact.”

“I’m sorry, but the person in charge of your account will have to contact you regarding your concern.”

“Well, could you transfer me over to them?”

“They’re on vacation but I can put you through to their voicemail.”

“Isn’t there anyone who can help me in the meantime?’

In this scenario, no one else in the company took ownership for the customer’s experience. Unfortunately, thousands of transactions like this occur every day. And not all of these conversations are like the one mentioned above.

Some of the poorest customer experiences are because companies, and many times individuals or teams within those companies, choose to make things easier for themselves rather than the customer.

Make the CX a great one by making the experience about the customer.

Here are a few examples of poor excuses that get in the way of great customer experience:

  • Your website is designed because it’s easier (and cheaper) for the IT department to maintain, rather than be simple for the customer to shop and navigate.
  • Your staff are trained to hold fast to a black-and-white policy because of the impact to financials rather than make decisions closest to the customer to resolve the situation.
  • An employee is allowed to continue with poor behavior to your customers because a manager doesn’t want to make waves and avoids the conflict of addressing the issue.
  • Business integrations are made for the ease of one company but neglect the reporting or end user needs of the other parties involved in the transaction cycle.
  • Customers are directed to buckets or silos (departments) when a complaint is brought up without giving them a chance to explain their concern to someone first because the main contact is not from the customer service or customer success team.
  • Safety concerns are ignored in product development because of the time and money it would take to halt production and correct the issue.
  • Companies choose chatbots, augmented reality and/or AI technology because it is easier and cheaper while customers continue to ask for more real-time, real-person and/or in-person experience to hear their concerns and help their experience.

It’s no wonder that the best and most recognized companies for their customer experience hold that as the chief core value above all else they strive for.

It’s due to a strong culture of the customer experience that a company will apply every procedure, every hire, every policy and every touchpoint against the CX in order to ensure their customers are not neglected but in fact positively impacted in their interactions with the company.

The spread across any industry from lowest to highest NPS scores shows that there is a wide gap between those companies that make things easy for the customer and those that make things easier for themselves.

Making the CX easier always takes some extra time and money, but the net result from that investment should pay off each and every time if your company manages everything else correctly.

A strong culture of customer experience drives a company to apply every procedure, every hire, every policy and every touchpoint to always positively impacts their customers.

As customers tend to have more access to information on who and where to do business, and the trends shows that they are more willing to switch after a poor experience than ever before, it’s a good idea to audit your CX to ensure everything the customer touches benefits them.

Because if it doesn’t, they will most likely leave and your company won’t benefit either.

Make the CX a great one by making the experience about the customer.

(image: pixabay)

Book Review – “Customer Understanding” by Annette Franz

Annette Franz is founder and CEO of CX Journey Inc. She’s a respected voice in Customer Experience and Coaching, and has just published her new book “Customer Understanding: Three Ways to Put the ‘Customer’ in Customer Experience”.

The book is written to enable organizations and leaders within them to understand their customers and not pay lip-service. In addressing the either/or customer service versus product development (or any other initiatives we put first in our organization), she sets the framework from the very start to have leaders think about the customer in all aspects, and centrally, of their work. Products and services, in Annette’s words, are being commoditized, but customer experience should not.

Are you ready to put the “customer” in customer experience? In this new book, learn the three ways to do that – including instructions on how to properly execute the journey mapping process! #custexp #cx #customercentricity #journeymapping #voc #personas

Annette break each chapter down very succinctly, which is great to digest in smaller pieces in today’s pace or work. But the most important thing she does in her work is giving great applications and resources to make the change real. Many books give theory with little application, and yet Franz packs a great amount of workable solutions into this book to help leaders assess, plan and implement the next steps on their customers journey.

Customer-centric businesses don’t happen by accident. In this new book, learn how to put the “customer” in customer experience – and at the heart of everything your business does! #customercentricity #custexp #cx #culture #leadership #customerunderstanding

Annette’s writing is very conversational and easy to relate to. She speaks plainly but effectively, and you can easily see how she relates to common obstacles in organizations and guides you through them in her coaching style of writing.

#Customerunderstanding is the cornerstone of #customercentricity. In this new book, learn why and how to put the “customer” in customer experience – and at the heart of everything your business does! #custexp #cx #journeymapping #voc #personas

A great book and practical to provide your customers with what they need to experience the journey of what your company brings to the table. I highly recommend it.

If interested, here’s the link below to get your copy:

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