I enjoyed reading Bruce Temkin’s “The 6 Laws of Customer Experience” (http://bit.ly/gZpGey). All of the laws resonated with me and are consistent with a previous topic I blogged about.
1. Every interaction creates a personal reaction. Experiences are in the eye of the beholder and every beholder (customer) will have a different perspective on the experience. As such, experiences need to be sufficiently flexible so they can meet the needs and expectations of individuals. In order to do this, you need to have a dialogue with your customers to understand what their needs and expectations are and how they vary. Employees need to be empowered to meet and exceed the needs of key customers.
2. People are instinctively self-centered. Customers care about their own needs and desires — they want a 3/4″ inch hole, not a drill bit that can drill a 3/4″ hole. Customers typically don’t care about how customers are organized; however, I am perplexed with the lack of integration between FedEx Air and FedEx Ground (a topic for my next blog post). As such, your company should be focused on delivering outstanding customer experiences, like Zappos, rather than be focused on itself.
3. Customer familiarity breeds alignment. A clear focus of delivering a consistently outstanding customer experience can help focus the organization and align the decisions and actions of both the management and the front line employees. An external focus is an antidote to internal politics.
4. Unengaged employees don’t create engaged customers. If you want to improve customer experience, you have to focus on your employees. Your employees will only care as much about the customer as you care about the employee. Develop a thorough internal communications plan that lets your employees know what you are doing and why you’re doing it. How likely are your employees to recommend your company as a great place to work to their friends and family?
5. Employees do what is measured, incented and celebrated. You can only get consistent behavior from employees when measurement, incentives and celebrations are all working together. Don’t blame employees, fix the environment.
6. You can’t fake it. Employees can sense if customer experience is not a top priority with the executive team. If you’re not committed to providing an outstanding customer experience, don’t start a major initiative. Lack of commitment results in lack of execution and a lot of wasted time and effort. If you want to change how you are perceived, start by treating customers better.
How important are your customers’ experiences with your firm?