Customer Experience, an obvious post [Max Yogoro]

Customer Experience, an obvious post

What is Customer Experience?
Forget the definitions, don’t google it nor open any book. What is Customer Experience? Let’s take it in simple terms.

Customer is anyone who gets benefits when interacting with your organization. Sometimes they are the ones who pay [like when you give yourself a new smartphone], sometimes they don’t pay but use it [like kids in schools], sometimes they collaborate [like when you upload and also watch videos on YouTube].

Experience is pretty much everything you live — situations and events that you were/are directly involved in any way.

So, Customer Experience is essentially everything that your customer experiences when interacting with your organization. Kind of obvious, right?!

What should we include then?

  • Digital channels [web, mobile, social media, etc.]? Yes
  • Customer Service [during- and post- purchase assistance, open channels for communication, etc.]? Yes
  • The products and services themselves? Yes
  • People in your organization who interact with your customers? Yes
  • Retail stores? Yes.

… and more.

However, it is quite common to find organizations in which there is a group/department apparently responsible for the Customer Experience, which is actually limited to one aspect of the experience, like the Digital Strategy, or Marketing, or Product/Service Development.

Banksy [Customer Experience, an obvious post]
Banksy

Integrating all these aspects and developing a consistent Customer Experience in your organization is surely not a simple task, but its complexity does not make it unapproachable. It is possible, extremely valuable and likely a continuous effort.

This pursuit will sparkle further questions, like:

  • how the ‘below the line of customers’ visibility’ operations [e.g. Finance, HR] can enhance our Customers’ Experience?
  • how leaders and non-leaders can contribute to it?
  • how to merge Customer Experience and Corporate Social Responsability?

The journey may seem long, unclear and scary. Useless worries and fears about uncertainties will not help.

Focus on the task at hand and find something you can do today. If possible, get more people involved.

Aug 12, 2016
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