Wednesday, March 25th, 2015 | 6 min read
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
If Dr. Angelou had chosen a different path – perhaps become a Harvard Business School professor instead of an award-winning poet – she may very well have said: “It is imperative that large brands manage and optimize customer experiences at every touchpoint across every team, function, division, and location.”
Thankfully, Angelou wasn’t a business school professor, and her legacy for elegant prose remains intact. But Angelou’s core insight is a truism about how people ought to treat one another and, by extension, how businesses should operate.
Everyone, personally or professionally, should strive to give the best possible experience to those they interact with, whether they’re talking to a disgruntled customer on the phone, helping a shopper find the right size pant, or building a website.
Simple to say? Yes. Simple to do? Hardly.
That’s why we’ve put together a new eBook that will give you the insights you need to create remarkable experiences for your customers: “The Survival Guide to Customer Experience: 20 CXM Experts Show Us How It’s Done”. For this eBook we asked an exclusive group of customer experience thought leaders to offer their perspectives on what the “customer experience” looks like in today’s world.
Connectivity, mobile computing, and the advent of social media have resulted in a power shift between organizations and customers.
This shift manifests in three key ways:
1. Customers know more than brands.
Brands used to hold all the information. Customers were limited to information from their own experiences and those of close friends.
Today, customers can know more about products than a company’s own sales people; more about pricing than a company’s own finance department; more about support challenges than customer care.
2. Every customer is a global media company.
The influence that any single customer had on your business used to be minimal. People either bought your product or they didn’t. Either way, their impact was limited to their own purchasing decisions.
Today, any customer can communicate information about your business to billions of people at a cost of zero. One compelling anecdote about your company can reach every potential buyer in the entire world in a matter of hours.
3. Expectations are elevated.
We now live in a world where you can book a castle in France on Airbnb, summon a Ferrari to pick you up at the airport on Uber; share an entire catalog of music with your aunt in Morocco on Spotify.
It’s no wonder that people expect your business to deliver amazing service with the full weight of modern technology at every single interaction. If they don’t get it – well, they’ll let you know.
So, what does this all mean for your business?
Customer: any person who interacts with your brand at any point in time, in any capacity, on any channel.
Notice, I said “any person” as an expanded definition of “customer.” There is a reason for that.
It isn’t enough to just acknowledge your actual paying customers. Today’s customer is ANY person (prospect, customer, employee, investor, partner, analyst, observer, reporter, etc.) who interacts with your brand.
In this brave new world, business leaders are confronted with some serious questions:
The answer is Customer Experience Management.
Customer Experience Management requires a holistic approach to the infrastructure, training, policies, and people required to manage and optimize customer experiences at every touchpoint.
You need to think about:
Now think about doing this for a business with hundreds of brands and thousands of employees distributed across dozens of departments in dozens of countries.
Clearly this is a BIG deal.
Because it is such a big deal, we’ve assembled the “who’s who” of Customer Experience to give you their best insights on creating a cohesive, holistic CX strategy. These are the thought leaders and visionaries who eat, drink, and sleep CX. We hope you learn as much from them as we have… and heed their words.