“We’ve spent $MM to standardize on total CX solutions..”
“Great .. I just rear-ended someone on the freeway, and can’t move my car.. How can you help?”
Corporate America is good at naming “names”. There was the “e-phase” where everything was “e-” business. Then came the “i-phase”. Then came to word “cloud”. In between, there was the “2.0” movement. These days we have “big data” and “social” making waves. My Nikon camera has two slots, and in each I have a 64GB SD card. That is 128GB. I have a 128GB solid state jump drive from lexar ($17, bought online). Is that small data? Is there anything as a “small data” these days?
Pun aside, we hear the cliché now – Customer Experience (CX). What is customer experience?
Ask the CX providers, and they will tell you that it is “providing great experience to the customer..”. ?! A deeper answer would be “we bring our ecosystems together under one umbrella to provide a unified(?), and uniform experience to our customers”. You’ll hear a few more versions/variants, and similar statements that look and feel like Ford’s Model-T.
My simple mind has always struggled to understand such statements. Bringing ecosystems together is going to make “service consumers” happy? How? How does that help the end user – the Service Consumer – who still has to wait on the phone to talk to someone? It helps Corp. America – the Service Providers – to integrate all their processes, so they can better measure their business and “fine tune the processes” (read: save on operational costs). How is the service consumer being served here?
There are few out their who truly understand the meaning of CX. IMO, great CX is “providing superior, differentiated experience to end users, so the users are satisfied and would want to come back to you for more business”. Ask why USAA has the lowest churn, or why Singapore Air can charge 30% more than United Air does.
Customers/consumers expect good, prompt service, and it starts with reaching out to them, and hearing their pain, listening to them.
“Customer Experience” is a great initiative – only when one understands what it really is. Automating/consolidating internal systems may not help deliver a great Customer Experience. As a call to action – ask your consumers how you can reach out to them when they need help, and not wait for them to contact you.