Entries by DEV @ BluMango

Differentiated customer experiences require differentiated thinking

Organisations waste time, money and effort if their approach to creating differentiated experiences is based on the very undifferentiated “Let’s walk a mile in our customers’ shoes”.   Inspiration for better and more valuable experiences comes from those who experience things differently.   When teams set out to map customer journeys there’s often a familiar reminder […]

Creating the right customer experience is all about leading by example

To have any credibility when talking with others about how “customer experience” can improve a business, it’s an obvious understatement to say that leading by example – understanding their issues and what they value – is imperative. And so hosting an event on the subject, quite rightly, sets the bar of expectations very high. That’s […]

For improving customer experiences I’d rather have Right Data than Big Data

On my first day of my first proper job in the UK they called me “New York”.  Not because I was energetic, intriguing or that I never slept but because, when it took me a while to understand what was apparently an hilarious corporate joke, I was – in their words – “five hours behind”. And many […]

Would changing the name from Customer Experience to Customer Memories make us better prepared?

We have Customer Service;  it’s what companies do to or for their customers.  We have Customer Experience;  you could say it’s what it’s really like to be on the receiving end of the service.  Done the right way though, understanding all that gives us powerful information. Yet there is also a risk that our focus […]

Whose role is it anyway? The organisational side of Customer Experience

The philosophy behind customer experience has been around since cavemen first traded a club for a spear.  It was simple then, as it is now.  If you didn’t like who you were buying from or you felt they were getting more out of it than you, you’d probably get your own back by inventing the […]

B2B or B2C, it’s all P2P to me

In an age of big data and a seemingly endless capacity to produce and absorb information, one could be forgiven for believing that the end of the TLA, the three-letter acronym, is nigh.  It should be, particularly for the subject of this piece, but for different reasons. Popping up everywhere in emails and presentations, these […]

Customer experiences highlight the danger of businesses taking relationships for granted

The sage advice “Don’t bite the hand that feeds you” needs no introduction but it clearly infers that one party is more needy than the other. It’s a sentiment that’s always been true in a commercial context since the earliest days of trading.  In today’s world though, while the business side is becoming increasingly reliant, the experience they […]

Luxury or productivity? The question of value for Business Aviation’s customer experience.

FBOs and charter airlines are in a strong position to capitalise on the belt-tightening consequences of recent economic conditions.  That’s providing they are able to articulate their value in a meaningful way.  Value, to paraphrase, is in the eye of the beholder. Understanding what that means in reality and then being organised to do something […]

Customer Experience at the Board table: a voice, a vote or a veto?

Everyone seems agreed that, like the complaints department, in theory the real aim of an in-house customer experience team should be to do itself out of a role. I say that because if every decision made by an organisation strikes the right balance between what its customers value and what drives the corporate value, then […]

The Omni-Channel Experience, shaken or stirred: right concept, wrong name?

Any time, any place anywhere – it’s the right one.  Who knew that the now decades-old yet iconic Martini ad campaign was forming the basis of what is now tagged as the Omni-channel experience. The concept is exercising many brains right now.  We know that in an ideal world we need to give an easy, […]

The Customer Experience message; a victim of its own success?

Over 23 million variations on a theme.  At least, that’s how many links you’ve access to if you put “Definition of customer experience” into Google.   There are only 3 million more links to “Definition of humanity”. So it’s not surprising that to engage the corporate leadership team or those of a sceptical, short-term disposition in […]

The Circular Economy and the Customer Experience

The world is full of great ideas the size of a planet but unfortunately, that’s how most of them stay – just ideas. For some time now though the Circular Economy has been proving itself as an exception to the rule.  This inspirational initiative is changing the future of the way manufacturers make and service companies sell.  […]

Customer Experience surveys, metrics and a question of confidence

Far too often we see that organisations have a heavy, sometimes over-reliance on metric-based surveys.  In a way it’s understandable;  partly it’s about feeding the target-driven performance culture and partly it’s to have as much information as we can at our fingertips because that, in theory, makes strategic decision-making more robust. So it was intriguing to […]

Do we, and banks themselves, have the appetite to change current accounts?

The Post Office announced today that it is to launch a current account into the UK market, supplied by Bank of Ireland.  It will therefore go some way to allaying the Office of Fair Trading’s fears that because 75% of the market is sewn up by just four banks – Lloyds, RBS, Barclays and HSBC – the restricted […]

Remove unintended barriers to the intended email Customer Experience.

It’s an inconvenient truth that in promoting the use of email as a contact method, it is surprisingly easy to leave the wrong message. I’m not talking about the content here, there’s plenty of focus on that.  The issue is about the realities of the customer experience when there has been a lack of thought given to the […]

The feedback on Customer Experience feedback

The process of gathering the right, usable customer feedback needs to be treated every bit as much as any other key touchpoint in the Customer Experience journey. At a time where barely a day goes by without our customers being asked to give comments about at least one brand or another, it’s more important than […]

Customers et al. It’s their experience too…

More often than not the Customer Experience spotlight lands directly on the person who is buying, the patient who is being treated or the customer who is complaining. It means that the experience is designed around that person, the feedback requests reach out to that person and changes are made based on what that person […]

The (not-so subtle) differences between Customer Experience and Customer Service

You can see it in job titles, department names and in strategic planning sessions;  the terms Customer Experience and Customer Service are used liberally and are freely interchangeable.  Not surprising then, why I’m often asked “What’s the difference?  Same thing isn’t it?  Does it matter?”. There’s a big difference.  And, if the future strength of the business is […]

We’re only human; the Social Care experience should acknowledge that.

The Children and Families Bill:  will it be enough of the right help, or just ‘help’ ? If you were the CEO of an organisation whose latest customer research showed that 62% do not get the help they need, 60% describe their interactions as “a battle” and 40% said their needs are not understood, I’d […]

What happened to our Brand? It dropped through the gap between Customer Service and Customer Experience…

Which has the bigger impact on the bottom-line:  ticking the boxes for slick customer service or having customers feel and behave as you intended? There’s nothing new in saying Customer Service isn’t the same as Customer Experience but I’m often asked if it matters that much.   It should matter, very much.  Fortunately (or rather, unfortunately) there’s no shortage […]

The emotive price of “Wow!!” vs “What??”

Low headline prices.  It’s a familiar scenario in many industries, forced on companies trying to prise open the gap between revenue and costs by generating greater volume and more loyalty than their competitive peers.  At the same time, there is a relentless pursuit of bringing innovative products, differentiated propositions and “Wow!” moments to market. But looking at the reasons […]

Q: The difference between Customer Service and Customer Experience? A: Emotion-driven behaviour.

We’ve all seen “Customer Service” and “Customer Experience” labels freely interchangeable in role descriptions, job titles and team functions.  They are seen as one and the same thing. Does it matter? After all, it’s about “putting the customer at the heart of everything we do” (whatever that means in practice).  I’d argue it matters a lot;  they […]

Four (and a half) rules to measure Customer and Client Experiences

The good news is, there’s not much we can’t measure these days, whether it’s the mood of the nation or how fast the Universe is expanding.  And so when it comes to measuring Customer and Client experiences we’ve never had it so good.  So much information, right at our fingertips. But the bad news is that it […]

How sport shows us to be better at customer journey mapping

Ok, where do we start?  There’s no doubt that done properly, customer journey mapping provides rich insights into what it’s really like to have a customer or client experience and what we should do to make it better.  In the right hands, it’s an effective tool that’s being used more and more.  Personally, I’ve lost count of […]

Customer Experience needs to ask: “What’s the real impact of this change on our customers, now and long-term?”

The headline says “United Drops Early Boarding For Families”. I’m happy to be corrected but, as Vivian, Julia Roberts’ character in Pretty Woman said: “Big mistake.  BIG.  HUGE!  I have to go…”. Who wins as a result of this change?  United say it’s to reduce the number of boarding phases.  In theory that should cut […]

Customer Experience says: If I leave, don’t slam the door. Leave it open so I can come back.

Funny things, relationships. For most organisations, that “relationship” has the same attributes, strengths and challenges as our own personal liaisons.   There is of course a mutual benefit, but put a customer’s hat on and while the basic requirements of trust, respect, empathy and support are still there, the relationship becomes more of a convenient association. Customer Experience Management […]

Oh No! What have we done? The unintentional barriers to building great Customer Experiences

Another episode this week from the soap-opera that could go by the title of “Customer Service – Yes;  Customer Experience – umm….”. Think of the time and effort that companies invest in workshops, ‘ideation’ sessions and away-days to see how they can improve customer service.  “We want to build great Customer Experiences!” is the rallying […]

Customer Experience: listen to the silence of the customer

If ever there was a statistic to make us sit up and take notice, for me this is that stat:  “96% of customers who are unhappy don’t complain“.  96%! Frightening.  And it gets worse.  “Of those, 90% will just walk away and not come back”. When businesses set out to build a branded, differentiated customer […]

Customer Experience: plan for failure

Some people are in the wrong job. If you get into conversation with an airline pilot, you might ask such searching questions as:  “What’s it like to be entrusted with hundreds of lives but remain anonymous?”, “Who was your worst passenger?” and “Do windscreen wipers work at 600mph?”.  One question you won’t ask, and I’m fairly […]