I snapped this picture at the nearby Sports Authority. Isn’t there a better way? How about an arrow for where the entrance is? How about a “Thanks for shopping with us.” Instead, these signs seem to yell at the customer. NOT AN ENTRANCE. Would you say it that way to your mom? Try again.

 

Connie is the Communications Manager for Social Media (hope I got that right) for General Motors. And here’s what I know about Connie:

1. She’s a hard worker. She cares about doing a job well. She doesn’t mess around trying to get recognition or rewards…they come to her because of the effort she puts into her career.

2. Connie defines “community manager” simply by creating community around the brands she represents anywhere she goes. The first, second, and third time I met Connie, she described her work as “awesome” and I knew she meant it. You can’t help but love that enthusiasm. It is absolutely contagious. She is also ALWAYS Connie. There is no “work Connie” and “real Connie.” They are one in the same, as it should be.

3. Her brand is one that I had dismissed. Not anymore. Connie is so sure of her brands that she wants you to experience them – not just hear about them. In fact, Connie rarely tries to preach away any misconceptions or outdated perceptions. She simply asks you to try the cars.

4. Connie is about believing. She believes. She wants you to believe. And here’s the kicker – she GETS you to believe. I admit it – I wasn’t really considering Chevy as a brand for our next car. But NOW I AM. And it’s all because of Connie. She not only spoke to me in the way she believes, but she got me to try the car. Not once, but twice. Both times – I concluded on my own that these are great cars. I wouldn’t have even test driven one otherwise. I hadn’t considered GM since driving a Chevy Astro Minivan while testing for my license in the late 80′s. And you can imagine how thrilled I was about driving a blue minivan as a 16-year old.

5. There is no “I scratch your back, you give me a good recommendation on Yelp.” Connie lets the product to stand on its own. She doesn’t ask for anything.

My experience with Connie is not unusual. Anyone who interacts with her will reiterate the same things. Plus, Connie is creative and not afraid of experimenting with community and social media. Chevy has sponsored social media road trips, given away cars for a year to deserving people, and more. Connie rewards her community with real rewards and they love Connie for it; myself included.

Full disclosure: Connie has arranged for me to drive a Chevy for a week with a full tank of gas not once but twice. The first was a Chevy Cruze and the second was a Chevy Sonic, which I just drove a few weeks ago. Honestly, I don’t know if either will work for my family (due to size), but both made me want to at least test drive cars by Chevy. I was totally impressed with the car I drove and the nice little considerations, like child locks you control with a button! I would not have said that a year ago. Thanks to answering some trivia questions, Connie also sent me to Glee Live so I could Gleek out. But she has never asked me to do anything except give the brand a chance. I wasn’t expecting to really enjoy the Chevy cars I drove or to love Connie. But I do. So there.

Photo Credit: BenSpark via Creative Commons license

 

Um, what?

So, to sate the few appetites of those who read this blog regularly and the other passersby who discovered it today, I decided to provide a reading list of sorts of the greatest hits. Ok, not really, but here are a few items from the archives I thought you might enjoy about customer experience.

Happy reading.

What Is Customer Experience and Why Do I Care?

This is one of my personal favorites, because it involves me flashing a badge: Customer Experience Investigator

If you ever talk with me in person, I’m sure I’ll use the phrase “holistic customer experience” at some point. I’m sure it’s annoying, but it sums up a big part of my philosophy. Holistic Customer Experience

User Experience Issues

Reviewing the archives, I realized I complain a lot about user experience. I’ll try to get better at writing about good ones. But, for now, here are some posts about the bad and ugly side of online experience.

Usability v. User Experience

Mistakes

Communications as Customer Strategy

Apparently, I’m Andy Rooney. I complain a lot. What is it about communications? Why are they handled so poorly?

Communications is Customer Experience

Communication is important internally, too. No, really, it is.

General Ways to Improve

Yay! Happy ideas! You can improve and create great experiences.

Ways to improve the experience today!

Have a great week. Thanks for reading, commenting, sharing and basically liking me and what I do here. It’s very appreciated.

Photo credits: travestyalpha and Kenzoka via Creative Commons license

 

Companies take advantage of cheap communication channels like email and direct mail because they believe their communication is important. Sometimes, it is. But how are customers to know?

Before you press send on another email blast, consider:

1. Is it relevant?

While your latest press release might be fascinating to your investors, your employees or the media, it is probably not fascinating to your customers.

2. Remember your company priorities are not your customer’s priorities.

Your customers might love your product. They might love your company. But rarely do they use your product every day (or even every week) or think of your brand every day. (Yes, there are exceptions, like, ahem, Apple.) But for most of us, our companies serve a particular need and it’s served at a particular time. Don’t confuse your internal view with what customers care about.

3. Are there too many words?

Please. Be concise. If you have an important message, get right to it! Too many words kill many messages.

4. Consider the next step for the customer.

If you are asking your customers to do something, make it EASY. If I get a message from the salon about a promotion for new customers, the phone number for appointments should be right there. If you are asking the customer to review an important document due to changes, how about highlighting the changes made? Those credit card booklets are insane, right?

5. Ask for feedback and mean it.

If you request feedback from customers, be prepared to respond to it quickly. And please check the links before you hit send. Broken feedback links send a message to your customers – you don’t really care.

6. Be nice. Be human.

It’s ok to be funny. It’s grand to be human. Lose the corporate-speak and remember you’re talking to a person. Treat the interaction that way.

7. Humans prefer to opt in.

Make it easy to opt out. If the customer lets go of the communications but becomes a happier customer that is worth more than any amount of email.

These are just a few considerations since, you know, I didn’t want to use too many words. What drives you crazy as a customer? What do you do in your organization to address the customer’s need to know?

Image credit: P Shanks and JASElab via Creative Commons licenses

 

I consider myself the Customer Experience Investigator(sm). I’m thinking of creating a “CXI” badge to flash when I arrive at the scene of the crime.

I’m not sure if I can do this in one post, but here goes. A day in the life of me as a customer experience investigator.

Someone cue the music and I’ll be slowly removing my aviators for the opening credits…

There really is no typical day.

Most of my clients have ongoing relationships with me, so I know exactly what the expectations are on a weekly basis. I challenge myself to have at least one deliverable per week for each client. I’m able to do this with some help from contractors and assistants, but I understand clients hire me for me, so I am still very involved with the main parts of the products.

Here are a few of the things I’ve done recently my clients, depending on what we’re working on or what their concerns are:

Taking a walk in the customer’s shoes is usually a part of my day. This is done in a variety of ways, most of which I can do virtually. I have a proprietary heuristic analysis I use to review web sites from the customer perspective, complete with scoring and colorful charts. This type of evaluation is highly detailed, so I try to reserve appropriate brain power for it. Sometimes taking a walk in their shoes is about mapping out the customer journey. I do this with a variety of research tidbits, employee interviews, documentation exploration, and actually walking through the process.

Competitive analysis is playing a bigger role in what I do. This means I examine the experience from the customer’s perspective, point out where competitors are gaining or lacking, and usually get inspired by something “missing” from everyone. This leads to innovation and better experiences for my clients’ customers. Much of this is focused on the online experience, so I have a features gap analysis I use as well as just qualitative observation.

For lack of a better name, I become a high-level mystery shopper for my clients. This means conducting actual transactions, going through the corporate sales process, reviewing customer communications, ending a customer relationship – all as if I’m a real customer. While I’m a focus group of one, I bring with me about 15 years of doing this. It’s never disappointing what we learn from these types of experiences. My clients have improved many processes by being open enough to receive feedback this way. The process on paper is never quite what’s happening in real life.

Social media is part of the experience. More and more, we’re focusing on ways to review how social media is used and how we can use it better to serve customers. I do a lot of social media audits and work with the internal departments who are focused on this aspect of the experience. This is another fascinating way to learn every day about what’s working and what isn’t!

Training and speaking is something I enjoy doing but don’t do as much of any more. I’m just not up for too much travel since I’ve got 2 munchkins at home who need me here IRL. Occasionally, though, a specific need arises and I help my clients create training programs or speak with their group. The most popular topics are employee engagement, social media and communication.

Strategy Sessions are other IRL events I enjoy but can’t do too much. My favorite ones are the totally free-for-all, get-everyone-thinking-big innovation sessions. That’s where real customer experience magic happens.

Part of what I love about how I’ve framed this business is that I am totally a third-party investigator. Once we identify what needs to be done for the online experience, or sales process, or retention strategy, I am not trying to sell the next step. I help continue to examine things from the customer’s perspective so we can continue to improve proactively.

I’ll be honest – it takes enlightened leadership to be ready to pay for this. It may seem easier to have the web firm do the initial analysis, but they can’t bring the outside-in perspective. It’s easy to fool yourself into thinking your employees give you the information you need, but they can’t. And while we like to think we are always keeping one eye on the competition, it’s typically buried in the day-to-day of running a business. I’m grateful every day for the clients I have who get this and understand that evaluation, investigation and honesty are what build strong experiences.

Then, of course, there’s my business.

I wish I could say I have this all figured out into a science, but I don’t. But I still have to worry about finances, marketing, blogging, guest blogging, learning, managing projects and people, and planning the growth of 360Connext. Somwhere, somehow, I try to find time for these things in my week.

So, there you go. The not-so-typical day of a Customer Experience Investigator.  I’m thinking I need a trench coat and a walkie-talkie to complete the look. What? Too much?

 Photo Credits: AngryJulieMonday, catfordCelt and 1936matt

 

This week, it’s back-to-school week at my house. The beginning of the academic year is a milestone for all of us, whether or not we have kids. It feels like the fresh start we remember as “the first day of school.”

I believe we can all learn how to deliver better products, experiences and opportunities by learning about learning. And these days, there is lots to learn!

Why Our Kids Will Learn Things Completely Differently Than We Did

Khan Academy is amazing. Check out how this online resource for everything academic is integrating in new and powerful ways.

You Matter

My friend Angela Maiers delivers a powerful lesson in why you matter, I matter, we all matter. Well worth the watch. Few people believe in the power of people like Angela. She is inspiring all by herself.

Reading: Online v. Books

There is a ton of information about how we are internalizing information differently in this digital age. We skim, we peruse, but fewer and fewer of us actually read.

“The questions that our society must ask revolve around whether the time-consuming demands of the deep-reading processes will be lost in a culture whose principal mediums advantage speed, multitasking, and processing the next and the next piece of information.”

How does how we learn and internalize information affect what information we present? How do changes in learning impact how we communicate with one another? 

There’s no easy answer here. This is just the tip of the iceberg. What do you think?

Photo credit Into the Wild via Creative Commons

 

This week, I thought I’d share a few of my favorite reads on a subject I’m constantly trying to learn more about: productivity. Last week, I was faced with some crazy deadlines, back-to-school shopping, and client budget season. Needless to say, I needed a few tips in making the most of my time.

Productivity is an elusive recipe. If you lose the tools, the motivation or the determination, you are back to square one. Here are a few of my favorite recent posts about the ingredients to productivity!

Stop Striving for Work/Life Balance

In this elegant and concise reminder, David Allen lets us all know what to strive for – when we’re “on” and time disappears.

Put One Foot In Front Of The Other

Molly Cantrell-Kraig wrote this guest post on Liz Strauss‘s Successful Blog. In this economy, with so many people facing the life they never thought they’d had (myself included), it’s so important to remember that ends are beginnings. Sometimes “being productive” means getting up each day, putting one foot in front of the other, and getting the NEXT job done. Believe it or not, it’s the one you were meant to do.

Productivity Tips for Creatives

Honestly, I have no idea how I found this one from a firm in Jefferson City, Missouri. But it spoke to me in its simplicity. It’s not that difficult to take on a lot of things at once and just tackle them one by one. But then again, it’s the hardest thing ever. Good reminders here for all of us who have to take things “bird by bird.” Plus, they quote Mizzou not too far away from Jeff City, so I’m officially a fan.

How do you stay productive? I’d love a few more tips!

 Photo credit Into the Wild via Creative Commons

 

In the continuing webinar series “Customer Experience And…” I had a chance to talk about an often-overlooked first touchpoint: Recruiting.

Brad Farris, Principal of Anchor Advisors and advisor to many small businesses, joined me in a discussion about why treating candidates with respect is a key component in creating a positive culture and how to find the best candidates who become your best employees.

It really got me thinking. With so many job seekers out there, it is tempting to cast a wide net, not invest too much into the recruiting, and hope for the best. However, I urge you to think of the recruiting, hiring and onboarding of new hires as part of a bigger experience.

If a candidate is treated poorly, who do you think they tell? Everyone. And your company name is attached to that bad experience. In some cases, it is the very first touchpoint. Someone who is unaware of your company now officially has a bad impression, regardless of the products, people or process.

If your job posting contains grammatical errors, generic language, or even thinly-veiled disdain, how should you expect candidates to treat the process themselves?

Brad outlined 5 steps to attracting and hiring the best.

1. Create the right first impression.

Don’t forget to invest in creating a job posting that reflects your values as an organization. Call to future members of the cult by stressing what’s important to you – whether it’s attention to detail, fun or creativity.

2. Align your values.

Consider the entire recruiting process as one that reflects what it might be like to work within your culture. If you value employees who show up on time, then show up for your interviews with candidates on time.

Don’t be afraid to include some barriers to entry in your posts if it means excluding people whose values don’t align with yours.

3. Cast the right net in the right places.

Sure, it’s tempting to cast a very wide net. But it’s better to keep your recruiting pool to a smaller group. Stay focused on targeted groups of potentially interested and passionate groups to find candidates who want to work with you.

4. Treat candidates as people, too!

Candidates are future team members. Treat them the way you want your employees and customers treated. Much of this comes down to setting the right expectations. If you are not getting back to interviewers right away, let them know that. If you are not responding to all applicants, state that up front in your posting.

5. Bring them onboard!

Nothing takes the enthusiasm out of a first-day rookie more than sitting in a cubical reviewing HR binders and waiting for someone to acknowledge you need a computer, phone and business card. Think about ways to surprise and delight newbies. Help them adjust socially by assigning buddies who know your company and culture inside and out.

If you’re lucky enough to be recruiting more talent these days, treat the opportunity with respect. Consider ways to tie in the entire process with a way to represent your culture and the experience you’d like to deliver.

Thanks to Brad for a great conversation! I’ll be posting the recording soon.

What topic would you like me to tackle next in the Customer Experience And… series? I know lots of smart people who can help us dive in deeper. I’d love to hear your thoughts!

 Photo credit SOCIALisBETTER via Creative Commons

 

I’ve been catching up on reading over the weekend and thought I’d share the best with you here. Here’s to a great week, everyone!

I see a theme here – conversation. How do you get it started, keep it going and bring it back to your customers and businesses? Check it out.

Big Boy Restaurant Gets All Creative Up In Your Face

Instead of relying on the (tired) brand, a new campaign is taking Big Boy to unexpected places. I personally like the humanizing of the brand, while winking at the tradition of the iconic Big Boy branding.

8 Key Ingredients of a Conversation Strategy

Valeria Maltoni, the Conversation Agent, continues her streak as a favorite of mine. This post about what it takes to mix together the perfect conversation strategy is a great read. If I sound like a fan, it’s because Valeria is my brain crush.

All Products Are Conversations

Hugh MacLeod in all his best. He’s right. Products are not just products. They are conversations that should live on and on.

What are you doing this week to liven up the conversations you’re having with your customers and community?

Shout out to Gini Dietrich for inspiring my Monday madness with her Friday fun. Yes, I’m copying her. The difference is I’m giving her credit when I do so. Word.

 Photo credit Into the Wild via Creative Commons

 

It’s a refrain I hear and live every day. Executives tell me: There is usually so much we COULD do with customer experience. We want to provide more, better, faster…but in order to do that for our customers we have to change entire legacy systems, hire totally new teams, and shift budget dollars from one place to another. This leads to paralysis. We can’t move the mountain so we are stuck staring at it, not realizing the mountain is made up of boulders big and small, and even a few pebbles which could bring the altitude down a notch.

If you can find an hour, you can do the following to help improve your customer experience:

1. Stop by your call center and listen in.

I once made it a point to listen to just 10 incoming service calls for a client. Out of those 10 calls, 3 customers were searching for the same solution. The calls were handled very well, but according to the service rep statistics, they’re simply marked “resolved.” Listening to 10 calls allowed me to see a pattern otherwise not recognized by metrics. It was a simple fix – move things around so the customers could find things easier.

2. Grab a cup of coffee with a front-line employee.

Ask pointed questions about specific incidents. When was the last time a customer left still upset about something? What was the best way you helped a customer? What do you think about the compensation strategy here? Once the gates are open, be prepared to listen. There are gems there about ways to delight your employees and customers. Take notes!

3. Turn the weekly metrics report into definable action steps.

Many of my clients are proficient at data-ese. They speak the language of data as if it were their mother tongue. Meetings are scheduled, discussions are had, and reports are delivered every month, week or day. Yet so much of this information is reviewed as a gauge and nothing more. Look at the data with a critical eye and decide: what can we do this week to improve this? Then create real action around it. A recent example: A client was diligently tracking customer discussions via social media. By the time the reports came in, it was almost too late to reply. Now, there is a real-time strategy to respond to customers online.

Yes, customer experience is a big topic. But taking action doesn’t have to be so big. You have your supplies. It’s time to start climbing the mountain one step at a time.

 Photo credit casey.marshall via Creative Commons