Tuesday, June 9, 2015

Is Customer Experience about Big Picture or Tactical Practice

UX =Taking actions on discrete interactions by looking at the system, CX = taking action on positively influencing the relationships.

Customer Experience is usually associated with people who have transacted business relationship with a company, and therefore have an overall impression of the organization’s products and services. What are further aspects of Customer Experience, and how to manage it effectively?

Customer Experience is about all of these things; perceptions, emotions and relationships. It's also about the positive memories that are created by a premium experience and often these memories reside in the subconscious rather than the conscious mind. It's about delivering on your brand promises and ensuring that what and who you say you are, shows up in how you deliver your product or service, whether that's online, in person or otherwise as well. CX needs to be more than just User Interface, you have to think more holistically about CX designs: How things connected, more about why people are interacting, rather than just how they are interacted with each other. Customer Interaction of course is part of how a relationship thrives. UX =Taking actions on discrete interactions by looking at the system, CX = taking action on positively influencing the relationships.

Customer Experience is about the big picture. The aim of Customer Experience Management is to create value for both the customer and the company; to build a strong relationship, to create experiences that go beyond the mere selling of the product and so on. Sometimes Customer Experience as a discipline is being misappropriated, used to sell snake oil and at risk of becoming hollow when it's definitely not hollow. Customer Experience is about perception, a facet of modern customer experience is User Experience. By User Experience, it means the interactions a person has of navigating and using the products and service. Businesses need to simplify the explanations of Customer Experience (CX) if they are to be able to convince others of benefits of CX management, strategy or thinking. As Albert Einstein once said "If you can't explain it simply, you don't understand it well enough.”

Customer Experience needs to be assessed in both strategic and tactical level: Traditional Customer Experience measurement is largely tactical, dealing with the individual experiences of individual customers. To manage a business, you need to aggregate the learning in ways that include more than just finding the themes in verbatim responses. You need to understand the motivations people have for making choices and preferring one brand over another. That is what drives Effective Net Preference - the overall view that people have of what, all things considered, best fits their needs from among all the options open to them. Needless to there is lots more info about our definitive Brand Experience Metric.

Reciprocity is indeed the key to manage CX benefiting for both customers and companies. The fallacy is in believing that customer centricity necessarily implies all customers. Perhaps one of the good definitions of "customer focused" is "being focused on adding value to those customers who add value to you." Note the integration of reciprocity into this definition. It is a vital and necessary component of the business relationship. But a business must make profits and give shareholders returns. Investing in customers who don't add value back, eventually punishes the customers who do, and shareholders. The other part of the issue are that too often there are companies who "talk the talk" and claim to be focused on their customers while doing absolutely nothing differently -- in essence using the verbiage as a marketing ploy while continuing with business as usual. So these firms succeed in damaging their relationships with customers and pushing them into a hostile, confrontational mode of behavior where price is the only factor that matters. And then they whine about it.

Customer Experience is a key differentiator for businesses’ long term success. The customer service and experience need to be put at front and center in people's minds, and the company that is built upon strong customer-centric culture can win the game for long run.


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