After a recent exchange on LinkedIn I feel moved to write about CX…Customer eXperience.
I have worked for several companies that have talked about CX as if it were a magic elixir that would solve falling sales, high customer churn rate and low customer satisfaction. Well it won’t…or will it?
First, you need to think about what CX really means. The CUSTOMER part is the important part. The customer experience is what the customer sees when that interact with your company and how they feel about you. Despite what you hope, customer experience is NOT the material that you create to make the customer spend more money with you…because you do, don’t you.
CX is the thing that Google/Facebook/Amazon/Netflix have all got nailed…and your company hasn’t.
So why is that? Is that because these companies are “born digital”? No, it is because they genuinely want to delight their customers rather than sell them more stuff. They WILL sell them more stuff…but only as a byproduct of delighting the customer.
Take Google for example. They are the best search engine. They are genuinely trying to deduce what I am looking for and provide it to me. Yes, they have found a good way of monetising it, but fundamentally if they didn’t have an awesome product (search/youtube/gmail) I simply would go elsewhere. When I have a problem I can chat or speak to an expert within minutes and the ALWAYS solve my issue and validate exactly why we base our email and storage with them.
Take Amazon. For all of the “corporate evil” stories – poorly paid staff, long overtime, an expectation of long hours, no taxes et al – they do a great job of retailing and delivering products. They sell pretty much everything, and will deliver it the next day. If there’s a problem (or you’re not happy) they will come and collect it immediately. They know where your product is at any time and tell you when it will be with you.
THIS is CX. This is putting the customer first. This is about making sure the customer is happy…no delighted…always. No matter what the cost. This is not about enforcing terms and conditions and making you PAY. This is about breaking terms and conditions and making you HAPPY.
Digital companies “get it.” They understand that customers are fickle and they can change their mind at any time and the only way they hold on to you is by making sure that every interaction is better than the last (or fixed if it doesn’t go well to start with).
Learn a lesson from this.
A journey mapping session to understand where the customer needs to receive your marketing material is NOT CX…that’s sales and marketing and it treats the customer like a resource to be mined. There is NO silver bullet. There is NO app that will achieve this. There is NO strategy that will help.
There is only hard work and a desire to genuinely make the customer the centre of your world.
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