Before you start quoting Steve Jobs and proclaiming your allegiance to the almighty Apple, please consider this:

The fans of Netflix were die-hard, too. Then they left-quickly and en masse. Yes, the fourth quarter showed some recovery, but it’s better to not have to recover in the first place.

Commercials claim generation after generation has banked at Bank of America, so why wouldn’t we? (Thanks to the #occupy movement, people are leaving the big banks, too!)

Specific, smaller communities like Foursquare and Path are staking a claim among the Facebook masses.

Customers are reevaluating not just your product, but the entire experience more frequently than ever before. We are kicking the tires and walking up to the shiny car in the lot to kick its tires, too.

Customers, for a long time, were trapped. The pain of switching kept many of us stuck in limbo – not really liking our experience but not really feeling enough pain to deal with it, either. Now, the barriers are breaking down, and typically a 5-minute sign-up is all it takes to become a new customer elsewhere.

I’ve found, with most companies, it is too difficult to keep evaluating what’s out there. Startups are the ones who do this best. They explore the marketplace, find a need, and exploit the missing piece for customers. (Ironically, Netflix is a great example of this, too.)

Companies, however, get fat and happy and ignore the truth. Your product isn’t really cutting-edge anymore. Your experience is lackluster to say the least. But, you still have plenty of customers, right? So how should you prioritize this?

As Customer Experience Investigator(tm), I’ve heard all the reasons why constant (and honest) evaluation gets tabled. I get it. You are busy. Your job is demanding. Your boss is breathing down your neck for that report that requires 3 calls to Hong Kong and 4 updates to an outdated Excel spreadsheet. Who has time to explore what else is going on?

The smart companies, the ones who continue to wow their customers past that honeymoon start-up phase, are the ones who prioritize the evaluation. You have to not only keep evaluating your experience, but you have to keep an eye on your competition, as well as what customers are expecting.

Remember stories of the Pony Express? They were hailed as heroes (rightfully) because they delivered mail. Now, the USPS is advertising paper bills to try to attract more customers. Our expectations have changed. It happens.

Stay ahead by remaining curious, paranoid and forever investigative. The absence of constant evaluation leads to stifling innovation. It’s the nail in the coffin, I’m afraid.

Photo credit: alforque 

 

If there is one way to create a better customer experience, it’s this: Advocate.

The term advocate is used a lot when referring to kids in the court system, patients in hospitals, and others who can’t necessarily stand up for themselves. Caretakers are encouraged to advocate for their loved ones – ask questions, probe deeper, be sure you understand the necessary steps to treatment.

But who is advocating for your customers? In 2011, we had some unreal examples of when companies did the opposite of advocating. They became antagonists to the very customers they are supposed to serve. It’s easy to think of these big brands as nameless, faceless corporations. But anyone who has worked within the walls of such an organization understands these companies are made up of people, just like anywhere else. So how does stuff like this happen?

1. Netflix, once a darling of their customers, decided to recreate their business model without warning or consideration of the impact of these changes on their customers. Once loyal customers quickly became detractors – posting and shouting about the poor decisions to anyone who would listen. Netflix quickly had to back off the changes and apologize.

2. Bank of America, not necessarily known as a “warm, fuzzy” company to begin with, solidified their position as the poster-child big, bad company by introducing a fee for customers to use their very own debit cards to access their very own money. Quickly, customers not only took to social media but also to the streets to protest. BOA, like Netflix, had to back off this change and attempt to apologize. It seems a little too late – customers are leaving big banks in droves to avoid the feeling of schmuckery that comes with being a customer.

3. And, most recently, Verizon Wireless felt the sting of bad decisions when they, too, had to back off from a new customer fee they proposed.

What happens inside those walls? I can only imagine the conversations – something along the line of this:

CEO:  ”We need more money! Money, money, money….grumble…”

Chief Fee Officer: “How about another fee? We can just RENAME the service we’re already providing, tack on a fee, and then watch the money roll in!”

CEO: “Yes! Call in those marketers. Come up with a snazzy name just in case someone actually reads the statement!”

Then the marketers lock themselves in a room, create a fantastically-inaccurate title like “Customer Choice Selection Investment,” then carry on with their lives.

I don’t think people who work in these companies are really awful or simple-minded AT ALL. I believe they are smart people who are asked to do simple-minded things.

And they are never asked to advocate for the customer. They are never asked to step back, think of what actions like this would REALLY do to the customer relationship, or the consequences of those actions. It is never part of the job description.

If someone in the room would ask those questions, we’d live in a better world.

Shame on them. Shame on the financial types who never “work the numbers” for what scores of canceled subscriptions, bad PR, and completely negative word-of-mouth could do to the company. Shame on the marketers who never stand up and say “this is BS.” Shame on the C-level for assuming customers aren’t paying attention.

Customers, FINALLY, have a voice. And we’re not afraid to use it. It’s time to advocate inside your company’s walls FIRST. Don’t end up on the list of bad moves.

Photo Credits: tray via Creative Commons

 

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.

 

But I struggled with the headline, which read: Ease of Making Connections.

Ease? It’s not necessarily easy. In fact, there are days it feels like real work. Don’t get me wrong, I love the people and opportunities I’ve found through Twitter, Facebook and other social media, as the article so nicely states. I have no issue with the content or the reporter. In fact, I would say Sandra Guy is about as professional as they come – including me in drafts and otherwise offering courtesies other journalists don’t. But that headline made me think: Did I make it sound too easy!?

This is the ongoing myth of social media: It’s easy and free. It’s neither. Your time is valuable, and if you’re not being strategic then it’s time to pack it up. You are wasting time.

Here are some ideas on strategic ways to use social media:

• Go forth with a purpose. The ones who claim that social media “doesn’t work” are the people who click on every link describing videos of dogs talking or Scarlett Johanson’s latest photos. Be disciplined. Don’t click!
• Don’t suffer fools. There are fools, fanatics and freaks all over these here interwebz. Believe me, they will comment, tweet back and demand your attention. You could waste a day in “dialogue” with them. Or you could just get your work done.
• Good online citizens repay kindness with more kindness. It’s nice when someone acknowledges, retweets or shares your content. Thank them, and spend a little time to see if you can help them in their endeavors, too.
• Your content may need boundaries.  I rarely mention politics because that’s not why I’m here. I don’t comment just to make someone feel bad. And I enjoy a good laugh, but not at the expense of others. Bullies are already getting too much attention. Let’s not add to that online.
• If you have a topic you want to lead, then lead it. Those folks who go to the effort of setting up LinkedIn groups, online forums and Facebook pages WANT you to participate. You can’t be a thought leader if you never want to share your thoughts!

Photo Credit: HA! Designs – Artbyheather

 

In the spirit of this holiday, however, I started thinking about my clients. Of course I’m grateful because they pay my invoices and allow me the opportunity to work for myself. However, thinking about the true depth of my gratitude created an awareness of all the amazing things they bring me – not just this month but every month.

My clients allow me to explore industries and environments I otherwise wouldn’t. I’m perpetually curious, so this is a great thing. This year alone, I’ve tapped into cloud computing, beauty retail, education, flooring and community banking. It’s exciting to learn about various industries, and I wouldn’t be as educated a consumer without the work I do for my clients.

My work allows me to meet awesome, inspiring people. Thanks to social media, conferences, and introductions, I have met really incredible friends, partners and connectors.

Evaluations I do on a nearly daily basis prove to teach me things I don’t necessarily want to keep learning – like patience and starting from scratch when things don’t go as planned.

These same evaluations also provide many “a ha” moments which make it all worthwhile.

I’m so fortunate. Thank you to my clients, colleagues, friends, foes and competitors for all you do for me.

Customers provide so much – not just a paycheck. Have you considered what you should really thank them for?

Artwork Credit: bennthewolfe & woodleywonderworks

 

1. Fix something you know is broken. There are such things as easy fixes. You know what some of them are – broken links, bad information, too much time waiting. Fix them.
2. Change a message. If you send invoices, do they just ask for payment? Add a thank you (especially this month). When you send confirmation for payment, say thank you again. (What? You don’t send confirmation? There’s another thing to fix!)
3. Look at your “front door” with new eyes. Walk through your front door, call your sales line, check out the sign when customers walk into your dental practice. Ask yourself if it really shows your customers you respect and welcome them. If not, do what you can TODAY to make it friendly and inviting.
4. Check out the photos on your web site. Do they represent your company and your customers? Many times they are boring stock photos of mostly 40-something white people. Consider who your customers are and do your best to represent them.
5. Give a little extra. I recently heard a story about a dry cleaner who takes off 10 – 20% randomly for his best repeat customers. He gets to know their stories, and says things like, “Oh, you have a kid in college!” and then marks down the bill right there. It’s enough to spur real loyalty.
6. Greet your customers by name…for real. How many emails start with “Dear Jeanne C. Walters, As a loyal customer…” Excuse me, but this is not how we talk to each other in real life. Take a page from the drycleaner mentioned above and get to know your customer.
7. Invite your customer to tell you how it really is. Instead of just pushing out surveys or relying on a Facebook poll, look for the responses that are most meaningful and then call that customer up and ask them to share with your executive committee, your board or your call center staff what they shared. Then do something about it.

Photo credit: r3v || cls  and Andrew Stawarz via Creative Commons license

 

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

 

At the inaugural Customer Experience Professionals Association (CXPA) event for customer experience practitioners, a few messages rose to the top. There were several days of very interactive and powerful sessions of case studies, examples and “family talk” of what our struggles really are. Customer experience, as a field or discipline, is new in the grand scheme of things. While every company understands the need for a CFO, most of them do not understand the need for a CCO (Chief Customer Officer). This group of professionals is working on changing that, and here are the challenges I heard:

1. The C-Level Doesn’t Get It.

Some executive teams understand the idea of why superior customer experience is necessary for success, but many don’t understand how to implement or “walk the walk.” In fact, an overarching (and repeating) lament was “How do I get them to GET IT?” The answers ranged from tie customer experience success with business metrics to tell compelling stories to help them humanize the business. No matter how you say it, it seems to be an ongoing, uphill battle right now. Keep the faith! There are those executives who are becoming passionate about it and supporting CX within their organizations.

2. Employee Engagement is Critical.

Some of the best case studies showcased how key employees were brought into the customer experience journey. A well-received example was how Fidelity Investments took 40 peer- and manager-nominated Customer Advocates to the Disney Institute to really get everyone on the same page on their goals around customer experience. I also appreciated how Diane Simmons, Vice President of Customer Experience at Fidelity, referred to this group as “the first class” of advocates. Educating, graduating and deputizing customer advocates is a key part of really inserting customer experience into the very culture of any organization.

3. Customer Experience as a Department is Both Too Big and Too Small.

Few organizations have one customer experience executive, let alone a whole team. Those with bigger teams run the risk of getting assigned, well, everything. Everything touches the customer, right? So the leader of the CX team must be prepared to define roles and responsibilities in ways that mean saying yes and no. It’s easy to earn the reputation of the “department of no” if you are defending your small team’s resources from requests like “rewrite this customer letter” and “follow up” with each and every customer request. At the same time, limited resources are a common occurrence. Proactive, thoughtful communication about what exactly the Customer Experience group does (or should do) is critical.

4. Listen, Respond, Repeat.

There is no greater skill to any customer experience professional than the ability to listen. Listening means gathering consistent feedback from customers, employees, the marketplace, prospects, etc. Listening also means really responding to feedback in actionable ways, then communicating about how that feedback is used. Nothing kills a feedback program more than bad feedback with no actions to resolve the issues. It’s up to the customer experience change agents to really listen and then SHOUT about how to address the issues. It’s up to us to keep talking about it, too, until it becomes part of the fabric of the organization. If you think you have said it enough, then say it 100 more times.

There were many great ideas shared by customer experience pros from all over the globe. It was exciting to be a part of, and we’re just getting started! You can join the conversation by joining the CXPA.

I, like CXPA Co-Founders Bruce Temkin and Jeanne Bliss, am excited about where the industry is going. The dedication and enthusiasm were palpable in this group. Few people get to say “I was there” at the start of something like this. I’m proud to say I was among them.

Photo Credit: InspiredDesMoines via Creative Commons license

 

Boston Clock Tower

Hello, world!

I’ve been sort of checked out from the blog thanks to travel, work, travel, work and now some travel (for work.)

This week, I’m in Boston attending the first ever Customer Experience Professional Association‘s Members Insight Exchange. It’s pretty exciting since this organization just started this year and already has close to 1000 members. It’s also exciting to talk to so many professionals like me who are totally jazzed about all things customer related.

Today was a preview of sorts for the committees. I attended the networking committee meeting and it was no surprise who was there – extroverts! And while we’re all CXPA members, we all have different skills and perspectives on the customer experience discipline.

But there are trends to what we thought we needed. Here are a few ideas worth repeating:

1. True professionals admit they don’t know it all. Everyone is here to learn.

2. Customer experience is prickly, broad and expansive. It is difficult to define, hard to capture and lacking a true start or end. Accept that as part of it.

3. Design strategy and innovation are becoming bigger and bigger topics within the Customer Experience conversation. Design strategy is not limited to one area – service design, web design, process design, product design – it’s all in there!

I’m sure I’ll be learning a lot these next few days. Follow along on twitter or through the #cxpa hashtag.

 

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