February 20, 2017
There IS a secret ingredient to mixing a brew of remarkable customer experiences.
And it’s not just about your service strategy.
And it’s not just about the theory of customer behaviour.
So much is being written about how to build an effective customer experience strategy.
In fact advice and direction is “raining down” on organizations looking to establish “The Experience” as a competitive advantage.
Here’s my thinking.
I don’t think creating memories with an organization starts with strategy or study of consumer behaviour at all.
In fact I believe you can have a mediocre strategy and know sh*t about consumer behaviour theory and still deliver mind-blowing experiences.
The most common experience is created when two humans engage with one another. Yes, human-meets-technology creates an experience but it pales in comparison with the more frequent human interaction (I would argue in any event that the human - technology interaction should be modelled after the human - human one. It’s the benchmark that people use to set expectations).
The critical ingredient in human-to-human contact is emotion.
Does the server really care about taking care of the customer? Do they have the basic instinct and innate desire to serve others?
Because if they do, they will deliver crazy amazing experiences regardless of the specifics of the strategy.
These types of people would create dazzling experiences even if the strategy merely said “We intend to provide world class customer service” (YUK!).
“Head west” with your experience strategy but be obsessed with recruiting people who are born with the “caring virus”); who are “sick” with it and who naturally spread it to their colleagues.
Ask THEM how the human - technology interaction should look.
A pristine strategy without people who “love” people will go down in flames because execution is not an intellectual exercise; it’s achieved through acts of emotion on the frontline.
A vague strategy fuelled by human being lovers will deliver amazingness involuntarily.
P. S. And it’s NOT a training issue. You can’t train people to “love” other people. You can train ‘em to “grin” but that’s as far as it goes.
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- Posted 2.20.17 at 05:44 am by Roy Osing
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