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Making technology relevant to the passenger experience

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(This post was created as a guest blog for Total BlueSky in August 2015)

The speed and breadth of technological change not just in the aviation world presents fantastic opportunities.  The challenge however, is to take advantage of the right opportunities not just the latest opportunity. Understanding the things that passengers value most helps prioritise where investment and resource is best focused.

“We need to think like retailers, we need to be more digital” is the rallying cry in many away-day strategic planning session. After all, the retail sector is often the first roll-out new technology and in stores, online and bridging the divide between the two. Passenger experience

On the flip side however, why not use technology to create an airline that retailers aspire to be like?

As passengers we are all also consumers in other markets.  It is those interactions when buying a coffee, returning an item bought online or getting our telecoms provider to explain the latest bill that set our expectations.  Replicating best practice creates nothing new and is soon overtaken.  Even mobile, Apple and contactless payment methods quickly become established. Applying the right technology to the right problems on the other hand is a winning strategy.

That however, raises a few questions, not least in the debate about using the latest tech because we can, or using the most relevant tech.

Should our planning horizon be months rather than three or 5 years? If mobile, beacons and wearables are the answer, exactly what is the question? And if technology is so good, why do airlines automate check-in for passengers in economy yet retain the personal touch for those in business class.

It might make processing more cost-efficient but if I’m using it for the first time or it’s not working properly I’ll still expect someone there to help me. It feels very transactional, all about barcodes and processing with no apparent desire for any kind of relationship.  If I fly business class one week and economy the next, I’ll be paying less but I’ll also remember how the different approach made me feel when I’m booking my next business-class flight.

So another question might be “Who is benefiting most from the technology?”.  Is it the airline or airport who can leverage the benefits of data, measure processes more efficiently and drive down operating costs?

Or is it the passenger, for whom technology makes it easier to do business than with a competitor and so they return more often, spend more and tell everyone else to do the same?

At an aviation conference recently I asked a fellow speaker for their views on where technology and passenger experiences meet. Will there be a time in the not too distant future, I wondered, when I won’t be able to fly if I don’t have a smartphone?  The immediate and enthusiastic response was an unequivocal “Absolutely!”.

Nothing wrong with ambition, but there’s a real risk of making the assumption that owning a smartphone means being willing and able to use it in the way that airlines want passengers to.

A large US carrier launched its lost baggage app with a big fanfare and indeed, it did shows where a bag was and how that compared with where it should be.  That’s not an inconsiderable amount of time, money and opportunity cost to develop technology that is unlikely to be at the top of a passenger’s wish-list.

As a passenger, I expect my bag to make the same trip as me.  I accept that problems happen and that bags do go missing or not make onto the flight.  BA’s recent problems at LHR Terminal 5 highlighted that all too well. But would I download an app and keep checking it when the chances of it going missing are slim anyway and I’ve got a hundred other things to do?

On a trip to Poland recently, my bag didn’t make it.  I went to the information desk and got things sorted. Having just landed in a foreign country late at night, the baggage reclaim area was not where I would have expected to try and connect to a new mobile network and rely on an app to know more than the people in the room.  I would still have gone to the information desk anyway.

I put it to the airline who had developed the app that its usefulness was there, but limited.  The response was that passengers always want to know where their bags are. Personally, I assume they’re where they are supposed to be but if you go to the effort of producing an app, I’m inclined to feel less confident and believe now that’s a frequent occurrence.

And, I was told, as people in transit can run through an airport quicker than bags can be processed, it’s good to check if your bag is going to make it or not.  We then fell into a debate about designing (unintentional) experiences where people have to run, whether they’re fit, have just had a hip replacement, have amplified anxiety and so on.

The point is relevance.

We hear headlines that people are “always connected”. They will be connected to the things that are most relevant to them and help them do what they want to do.  In the case of lost bags, I know the airline has my cellphone number – they’ve reminded me to check-in early and stock up on duty-free goods ­- and I know they can link the bag to its owner.  So if there is an issue why can’t they get in touch with me before I even know there is a problem and solve it.

The slightly introspective approach also manifests itself in the green, orange and red “How was it for you?” buttons that greet us after security, by the gate or exiting customs.

They give a score, an indication of satisfaction at the point of interaction and add to the wealth or metrics and data. What they don’t yield is a qualitative element; why did someone tap the green button with a smile or punch the red button in frustration?

Without that, how do we know what to change?  And as a customer, if I’ve already told you what I think, why should I bother telling you again when I get an email the day after travelling back?

Thinking like a retailer might be a step in the right direction and there is obviously a place for technology.  But what makes the technology a good investment is the mindset and culture that it’s nurtured and developed in.  For example, where everyone in the project team understands and can keep on top of how and why passengers and therefore the business will benefit.

London City Airport has a huge focus on technology but for the primary reason of making the travelling experience better.  From that, they know, will flow more passengers and more revenue.  And the results are testimony to that approach; passenger numbers are expected to exceed 4 million this year.  Customer reviews suggest it’s the kind of airport you hope your airline will fly to.  And commercially, the owners have just put the airport up for sale with an estimated price tag of £2bn.

Technology plays a huge part but I recall LCY’s chief executive Declan Collier keeping things in perspective about how it’s used in an interview with Forrester in 2013. He said “Customer experience is nothing without delivery, and in our business, our propositions stand or fall on the ability of our people to deliver them”.

Adding to the sentiment from New Zealand is Andy Lester, Chief Operating Officer of Christchurch airport.  Such was the devastation of the tragic 2011 earthquake that much of the city is yet to be rebuilt.  However, speaking in Barcelona about how the airport has got back on its feet, he said “We have a great opportunity … but if we think like an airport or think like an airline we won’t see things the way our customers do”.

Airlines have access to some amazing technology. Passengers have a choice about who they fly with. Understanding the two sides and bringing them together in the right way will create a winning combination.

 

Thank you for reading the blog, I hope you found it interesting and thought-provoking.  I’d love to hear what you think so please feel free to add your comments below.

I’m Jerry Angrave, founder of Empathyce and an ex-corporate customer experience practitioner.  Since 2012 I’ve been a consultant helping others understand how best to improve their customer experiences.  If you’ve any questions about this or any other CX issue do please get in touch.  I’m on +44 (0) 7917 718 072 or on email I’m [email protected]

Thank you Jerry

 

 

 

 

 

 

 

Jerry Angrave

CCXP LogoCustomer Experience awards judge

Passenger experiences and what they say to each other

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Airports and the people who use them want different versions of the same thing from the passenger experience.  Whether we’re transiting through one or managing one, the common need is for it to be efficient.  But this research report into what passengers tell each other about good and bad experiences shows that the way customers define efficiency is not always the same as how airports measure it.

  • The ideal passenger experience is in airport that simply does what it’s supposed to and in a pleasant environment
  • The consequences of long queues, inadequate facilities and the wrong staff attitude are what make people use a different airport next time
  • An airport’s obsessive focus on processing efficiency risks doing the wrong things well and needing to spend resource on fixing self-inflicted problems

 

The gap between what airports think and what passengers think is a crucial one.  All the while that metrics are being collated and analysed, if they are the wrong ones, airports will be oblivious to why passengers are exercising their choices and voices.  In Barcelona last year, Andy Lester of Christchurch airport summed it up well when he talked of rebuilding after the 2011 New Zealand earthquake and observed

“If you think like an airport you’ll never understand your customers”.

We’ve seen recently a flurry of airports celebrating bigger passenger numbers and new routes with new airlines.  Yet their customers react with a sigh because many of those airports are already at or beyond passenger numbers that make going through the airport a tolerable experience.

At the risk of generalising, airports aim to get as many people through the airport as possible, as efficiently as possible.  It needs to be done in a way that means they can spend as much money as possible, come back as often as possible and tell everyone they know to do the same.  If it moves (that is either people or bags) they can barcoded, processed and measured.  How many get from A to B in as little time or at least cost becomes the primary, sometimes, sole focus.  All of which makes good operational sense, given the complexity and challenges of running an airport in a way that airlines will be confident is using.

But what are passengers concerned with and what is their version of what efficiency means?   Kiosks with red, orange and green buttons greet us everywhere to ask how the service was.  While that allows an AQS metric to be reported and tracked, there is no qualitative, actionable insight let alone allowances for mischievous kids or cleaners tapping away as they pass.  However, the travel industry is blessed with no shortage of customers willing and able to give their feedback – and that in turn creates a vast reservoir of insight not only for customers choosing an airport but for the airports to tap into themselves.

From that readily available information I’ve researched to see what customers said to each other about what makes an airport good or bad.  Using feedback on airports left at the Airline Quality / Skytrax review site I organised over 750 descriptions behind why passengers gave an airport a score of 9 or 10 (out of 10) and then 0 or 1.

Passenger experience key findings:

Where there were positive experiences, 98% of the comments can be summarised into one of two areas; either that it worked or that it was in a nice environment.  That might seem obvious, and to a large degree it is.  However, if it is so obvious then why are passengers still telling each other about cases where it’s anything but efficient?

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What is it that customers tell each other when they write about the passenger experience?

The negative experiences were more fragmented in their causes, being about the function of the airport building, how good the processes in it are, staff attitude and information.  What is clear is that a bad experience is significantly more negatively emotive than good experiences are positive. The core expectation is that everything will work as it’s meant to.  If it does, great.  But where it falls short, the consequences are commercially harmful, as typified by this message:

“I intend to avoid any lengthy stay in this airport again even if it means having to pay more to fly direct – it’s worth the price to keep your sanity”

 

In summary:

One:  55% of the reasons for a good score were simply about it being “efficient”

Airport experiences do not all have to have a Wow! factor.  First and foremost, passengers just want everything to work.  It’s a truism that without the basics in place being done well and consistently, a Wow! becomes a Waste of Work.

A noticeable number of passengers used the word “efficient” in their reviews, by which they were referring to things such as (in order of how often these were mentioned)

  • there was almost no experience, in that everything worked as it should
  • when they needed to interact with staff, the response was courteous and helpful
  • getting around the airport was easy because of good signage and easily accessible information
  • they didn’t have to wait long on arrival to collect bags and head on the next leg of their journey
  • getting to and from the airport was easy, with good connections and acceptable parking charges

 

Two:  43% of the reasons for a good score were about a nice airport environment

The most efficient, effective, high-tech and innovative processes will all have their business-case ROI ruined if the environment in which they operate makes people feel like they are being treated with contempt.  Often that happens unintentionally but if the value-exchange is one-sided, there is only so long a customer will put up with it.  Chances are they have spent a lot of time and money on this trip, they are by definition not yet where they want to be and anything that is perceived as not making their journey any easier will count against the airport.  It puts into context why people value a pleasant environment, the most common specific examples of which included:

  • shops were relevant, toilets were sufficient in number and the general facilities laid on were good
  • everywhere was kept clean and tidy
  • the layout was spacious with plenty of comfortable seating
  • the atmosphere throughout was one of calm, bright and quiet
  • good wi-fi connections were cited but this is increasingly sliding down the food-chain to be a basic expectation; its absence being more of an issue than its presence.

What do they say when the experience is a good one?  Here are some examples:

 “It’s clean. It makes you believe they are aware of their customers’ health and wellbeing”

“If you have the option to use this airport, it is a great choice”

“It never lets me down”

 

Three:  48% of the negative reasons were about the facilities

Where customers were giving airports a score of 0 or 1, the biggest gripe was that the airport couldn’t cope with the volume of passengers.  The resulting slow and uncomfortable journey through the airport creates frustration and anxiety.  It’s made worse by the fact that as passengers we not unreasonably expect airports to know exactly who is going to be in the airport each day and to be prepared.  Other consequences of the over-crowding included poor seating, a dirty and gloomy atmosphere and poor choices of food and drink.

It’s for these reasons that an airport celebrating a rise in new passenger numbers might want to acknowledge and address the concerns of existing customers at the same time.

 

Four:  28% of the negative reasons were about processes

For passengers, security, immigration and baggage handling fall into the category of processes that should just work every time. Where they do, it’s fine, but where they fall short, they can have a significant impact on influencing whether a passenger will choose that airport again.

Slow moving queues, duty free goods being confiscated in transit, poorly translated instructions and slow baggage reclaims were among the specific processes that riled customers. Again, it becomes emotive because these are all seen as avoidable inconveniences when we experience other airports who can and do get it right.

 

Five:  13% of the negative reasons were about staff

As a generally compliant travelling public (and I accept there are exceptions, such as when peanuts are served in bags), going through an airport can be a daunting experience even in the best of terminals.  The one thing we hope we can rely on is that when we need to interact with another human being there will be a mutual respect, a helping hand or at least clear instructions so we can indeed be compliant. Airports go out of their way to train staff and yet the evidence is that many are still failing.

Rude, unempathetic, incompetent, unhelpful, deliberately slow and uncaring are just some of the ways staff were described.  Any organisation is dependent on having good relationships but where one side feels they are being treated with contempt, it becomes a very deep scar to heal.

A customer wrote about their disappointing and surprising experience at one of the largest US airports where there were

“Miserable, nasty employees, barking and screaming at customers as if they were dogs”.

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Good news – plenty of seats. Bad news – information boards positioned too far away beyond the moving walkway

 

Six:  11% of the negative reasons were about information

It’s an area airports have focused on and with a good deal of success.  Making passengers more self-sufficient and having employees being better at handling questions has benefits for all sides.  But there are still airports where having the right information at the right time in the right place is still elusive;  more specifically, passengers concerns around information was that either there was none, it was inadequate, it was wrong or it was confusing – all frustrating when we live in a world dominated by technology and information.

 

So what?  Why is it important and what does it tell us?

  1. Poor experiences make people choose other airports next time.  Passengers’ expectations are not only set by what it was like last time, but by how other airports do it and by their interactions with other companies they deal with in their day-to-day lives.  So where things don’t meet the basic expectations, not only does that impact on revenue for the airport there is also a commercial consequence for airline partners.  For example, some passengers said

“I usually fly Delta but will now try to avoid them – to avoid Atlanta”, and

“Because of this airport I will never fly Etihad again”

 

  1. Depending on which piece of research you read, anything between 75% and 95% of customers are influenced by what others say.  Any robust customer strategy will have at its core a clear vision of what the experiences need to be in order that passengers will think, feel, do and share as intended.  Many organisations now build into their customer journey mapping a stage specifically to address the “I’m sharing what it was like” issues.

 

  1. An obsession with metric-driven efficiency and processes that work for the airport’s operations team but not for passengers creates blind-spots as to what will help drive non-aeronautical revenue.  Customers themselves recognised this by saying

“All of time put aside to shop was spent queueing”, and

“They have allowed way too many people to use this place. Cannot be good for business as nobody has time to spend any money in the shops or bars”

 

Declan Collier of London City Airport reinforces the point about the dangers of process focus, task orientation and metric myopia when he talks about being “in the people business” and that the fortunes of LCY will “rise or fall on the ability of its people”.

For example, last year I questioned the fanfare for an app that tells passengers where their lost bags are.  I accept that bags go missing but as a passenger, whether I’ve a smart-phone and free hands or not, I’d prefer to have seen the investment directed to not leaving me feeling awkward and helpless standing by an empty baggage carousel.  However, I was told by a large airport hub that the rationale was that it would mean transiting passengers could run for their connection without having to worry about collecting bags that weren’t there.  I was told that yes, running is part of the expected experience and my concerns about what that is like for my confused mother or my autistic son fell on deaf ears.  I was told I don’t understand airport operations and they’re right, I don’t.  But I do understand what it’s like to be a passenger.

 

  1. The best airport experiences don’t need to be expensive, complex or high-tech.  Think what a difference just having engaged, helpful and friendly staff makes – and that doesn’t take a huge piece of capex to justify, just a degree of collaboration with employees and third parties who have the airport’s brand reputation in their hands.

 

  1. One observation in the course of the research was that the high and low scores often applied to the same airports. That has to be a concern and worthy of investigating;  why can it be done so well at times but not at others?  How come all the effort and pride can create advocates some of the time but at other times is just handing passengers to competitors?

 

Final thoughts on the airport passenger experience

These days, people do not expect a poor passenger experience.  The bar is climbing higher and in simple terms that just means doing the right things well.  Earlier this year, writer Alastair Campbell travelled through Terminal 2 and sent this tweet to his 285,000 followers:

LHR tweet

Unsurprisngly, Heathrow’s social media team proudly retweeted it to a similar number of their followers.  Within 15 minutes, this positive message was shared with well over half a million people.  And all because the experience was simply – and “amazingly” – smooth and quick.  Nothing more complicated than that.

It’s not just about giving customers the right experiences every time.  To make an airport efficient for passengers as well as managers it also needs to avoid giving the wrong experiences, ever. The commercial consequences are riding on it.

Passengers know that as well as anyone.  So if there’s one message, then it is that the airport and its brand is only as good as people tell each other it is.

 

I hope you find this report useful and interesting but email [email protected]pathyce.com or call me on +44 (0) 7917 718 072 if you’ve any questions or comments – I’d love to hear your views.

Thank you,

Jerry Angrave

 

The job of the customer experience manager

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The need to improve customer experiences has been around since cavemen traded rocks for fish.  And as our understanding of complex customer experience issues has grown, so too have the opportunities for those moving into leadership and management roles.

Having credibility to influence change is at the heart of the job.  But in reality, it can sometimes feel like ours is a lonely customer voice at a crowded and loud business table.  Therefore to be a successful customer experience practitioner isn’t just about being good at what gets done;  it’s every bit about how it’s done too.

 

The good news is that business leaders are more empathetic.  They know the impact on customer experiences of how they think and act.  It’s important because it means they are making things better – and stopping things getting worse – for their customers and balance sheets.  Job done?  Not quite.

customer experience manager

The job of the customer experience manager

The bad news is that despite the evidence it works not everyone, sees it that way.  As a customer experience professional, we therefore need to be increasingly influential with those making the decisions.

Beneath the shiny veneer of perfect customer experience platitudes is a real world that’s arguing with itself;  relentless short-termism in one corner and profitable longevity in the other.  Sometimes, indeed often, the two protagonists are in neighbouring departments.

One CEO recently told me, in front of his team, that getting customer experience right “couldn’t be more important”.  And yet a few days later when it came to making strategic decisions, it was all about taking (not necessarily the right) costs out.  The customer’s voice was not being sought, let alone listened to.  And as a result they will continue to do the wrong things well and see managing exceptions as the norm.

It’s a stark reminder that despite the proof that improving customer experiences creates better commercial outcomes, many business people remain wedded to traditional scorecard metrics, processes and tasks.   They don’t get it, they may not want to get it or their boss won’t listen even if they do get it.

Maybe that’s our fault as customer experience professionals because our own approach has not been empathetic enough.  We believe in it passionately because it works, we just need to convince the sceptics.  It’s only part of the role, but a huge part nonetheless.  And so, from my time as both practitioner and consultant, here are ten themes that I know makes our role more effective.

  1. Hunt out your stakeholders – sounds obvious, but map the web of people (not departments) who intentionally or unintentionally make the customer experience what it is.  Whatever their level, whether they’re front-line / back-office / central support or external third parties, they should all be on your list of people you want onside.  Prioritise them, pick them off one-by-one, stay close to them and then get them collaborating with each other.
  2. Build your army – chances are you can’t bring about the right changes on your own.  You need pockets of supporters, advocates in all corners of the business who will help open doors to those stakeholders and tell you what the real challenges are.  They might spring up from the most unlikely of places but people who express an interest in what you do and why you do it are invaluable.  They’re our equivalent of finding a rare Gauguin painting at the back of the garage.  Take them under your wing and they will become the veins through which the oxygen of customer experience will flow into the business.
  3. Listen to understand – make time to understand what stakeholders see as their role in the organisation, what their objectives and challenges are and why they have the issues they do.  Observe carefully;  their most important and personal motivation is often revealed in an off-guard comment or in general conversation about the state of the nation.
  4. Make it matter to them – help them look good. Use what you hear to show specifically how better customer experiences can make their job more effective.  Show how having the right experiences can help them get a better result in their own personal and team objectives.  Give them early warning nudges over a coffee rather than surprise them in the Board Room.  Let them take the credit for being more customer-centric (your boss will know it’s you who made the difference).
  5. Map their journey – if we want to see how we fit into a customer’s world and create the right responses, we map their journeys.  Why not do the same with internal customers too?  It makes conversations much more empathetic and less adversarial.  And it’s not just about their role per se – if you are inviting them to a workshop, how can you position it and present it in a way that guarantees they turn up and contribute?
  6. Invite them in – take any opportunity to show or reinforce the customer strategy.  Have your compelling and targeted “How Customer Experience makes our business better” material handy at all times, especially in your head.  Show them customer journey mapping visuals, build a physical mock-up of a customer’s world.  Host a regular customer experience forum where you get senior people from all your stakeholder areas to share their perspectives.  Create “Customer experience for non-customer experience people sessions” to help spread the word.
  7. Make them empathetic – use real warts-and-all feedback to show them what it’s like to be on the receiving end of what they do.  Remind them that they are a consumer in their own lives.  Get them to think like a customer.  Ask them how the experiences they deliver compare with other organisations in other markets they deal with.  After all, those are the ones pushing the bar of our customers’ expectations ever higher.

    Find ways to help them help themselves

  8. Talk their language – keep it commercial.  Relate using the vocabulary of what matters to them.  Link customer experience to revenue, costs, efficiency, loyalty and margins.  And despite the fanfare around the subject, don’t start the engagement of a sceptical, process-focused but key stakeholder with “Can I talk to you about customer emotions?”.  Eyes will roll and you’ll lose them before you begin.  You know how emotions fit in the bigger picture so that can come later.  Much better to say something like “I’d appreciate your thoughts on how what we do now drives what our customers do next time”.
  9. Lead by example – be proactive and be responsive. Get a reputation for having the clearest, most unambiguous emails and reports. Little things go a long way – always turn up for meetings on time, keep promises, return calls and show an interest.  I’m indebted to David Hicks of Mulberry Consulting for a great example – my answerphone message promises to call back asap but “certainly within 3 hours”.
  10. Keep the momentum going – stay on the look-out for quick wins and use them as proof of concept.  Provide updates, share successes and relay stories of what others in other markets are doing.  Be the one to create an engaging company-wide forum focused purely on customers.  And invite yourself to talk with colleagues around the business at their team meetings.

 

There will be more ways so it will be great to hear what you think.  How do you influence and manage your customer experience stakeholders?

One last thought.  To see people, attitudes and companies change for the better as a result of what you have done can be the most rewarding job in the world.  In fact, it then no longer becomes a job.  So stay true to what you believe.  Expect progress to be slow but up the ante by planning to be quick.  Whatever happens though – and I thank Churchill for his words of wisdom – Never give up. Never give up. Never ever give up.

 

Jerry Angrave

Certified Customer Experience Professional – a practitioner and consultant on the strategic and tactical ways to help organisations improve their customer experiences

 

 

 

 

 

Customer experience and lawyers

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United Airlines threw a new perspective into the debate about where responsibility for customer experience sits when it handed accountability to its General Counsel.

 

In an unusual move, United has brought customer experience and lawyers together by putting its General Counsel in charge (reported by Gary Leff).   The airline has a habit of being in the media for its unharmonious relationships with guitar playing customers, monks and even its own employees.   To pull the airline off the bottom of the customer satisfaction tables and into a position where customers rave rather than rant certainly needs drastic action.  Customer experience and lawyers under the same wing – a piece of corporate brilliance and a shrewd commercial move or a temporary holding position for an internal hot potato that nobody wants to catch?Customer experience and lawyers

True, the role of GCs and their teams is changing as the stakes have become higher. The economic turmoil of recent years coupled with increased regulatory demands has turned up the volume of the legal voice in the Board Room.  Their plate is already overflowing with the need to advise and keep the business ethical so should that also include managing customers’ experiences?  Like every other part of the company, Legal needs to have input and be kept informed.  At a practical level though, legal teams may not be closest to customers on a day-to-day basis and therefore best qualified to determine the nuances of what it should be like to be a customer.

I’ve seen companies who have the same director in charge of IT and Marketing.  Operations directors often pick up the customer experience reporting lines, as do those leading the Marketing  agendas.  Where silos exist and presumably more oversight is seen as a motivator for greater collaboration, many businesses also make one functional director accountable for the customer experience in another unrelated function.  The legal, risk and compliance teams already have a big say in how things are run, for sound commercial reasons.  At the other extreme though, having such a specialism in charge of customer experience creates a perception that it’s necessary because the experiences are so awful that the legal team are going to be integral to it anyway.

Whose role is it?  In this case, only United can answer that.  It’s a question we shouldn’t have to ask though.  Customer experience – doing the right combination of things for customers and the balance sheet – is what a business is about.  It’s a way of thinking and collaborating, it’s not an agenda item on one person’s monthly report back to the Board.  But if no one else will pick it up, maybe an empathetic and disciplined legal team are as good as any to run with it.

 

Are we talking the right language of customer experience?

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Many customer experiences simply happen because when it comes to the attitude and processes, we hear people say “We’ve always done it this way”.  And if it works today, why not?  Well, for a start things could be so much better.  Maybe – and I’ve often seen – things aren’t actually working in the way your customers want.  The consequences of complacency are huge yet that word rarely, if ever, makes an appearance on the “risks and issues” log.

There’s an equally risky parallel in the language of customer experience; the risk being that we have all adopted the phrases and platitudes over time to the extent where if we’re all thinking the same way, having the right and differentiated customer experiences will be so much harder to achieve.  I’ve written before on the need for differentiated experiences from differentiated thinking.

For example, in a workshop where you have people from Operations, Marketing, Sales, Finance and Legal teams, many of them will be seeing this stuff for the first time.  They might be cynical, they might be enthusiastic but they need to hear and understand with absolute clarity the words being used.  Here are some examples, with some suggestions where the vocabulary could be different in order to get people in the right mind-set to bring about better outcomes. They’re not going to become mainstream and you will have your own thoughts, but the idea is to avoid the risk of undifferentiated stakeholder experiences because the language being used internally is itself undifferentiated

 

Customer Experience or Customer Memorylanguage of customer experience

To talk about “experiences” has become commonplace and inevitably perhaps, it is diluted in its impact.  To those keen to pile in, it suggests that our focus should be mostly just on the “what happens”.  Our thinking becomes limited to the very functional aspects of what we do because that’s the tangible bit.  Yet we know that what affects the likelihood of someone coming back to us next time, spending more more often and telling everyone else, is what they recall when they’re about to do that – their memory about how easy it was and how it made them feel.  Another post looks at that “customer memory” in more depth.

 

We need a customer journey map for that! or We need a customer story for that!

This often-heard comment in meetings is followed by someone retrieving a linear process map to use as what they see as an acceptable alternative.

To create a customer journey still implies a simple A-B set of interactions but the very use of the word “journey” still suggests a functional, linear approach.  What we need to know and create is the story that a customer will tell someone else.  We’re all people, we’re all customers;  when we do business with a company or go to a restaurant we don’t consciously set out to go on a “journey” but what we then think and talk about in terms of what it was like becomes very much a story.

 

The end-to-end journey or From last time to this time to next time

Having an end-to-end journey helps fit with the logical side of our thinking.  Conveniently, it also fits the left to right concept that is perpetuated by PowerPoint and Excel.  I’m guilty, I’ve created loads in my time but it still is not reflective of how our customers – or us when we’re going about our daily lives – really think about things.  Maybe we need a pyschologist to really create accurate representations of what it’s like to be a customer.  But while I’m all for keeping things simple, end-to-end still suggests a definitive start and finish point.  If we really want to understand our customers then we need to think way beyond those boundaries.

 

The voice of the customer or What people think

Talk to a room of people about the “voice of the customer” and there are sage nods and chatter about feedback surveys.  Again though, it risks limiting the understanding of what we’re really driving at here. It’s not just about hearing what our customers are saying, it’s about understanding why people think and feel the way they do.  It’s also not just about sharing what customers think, it’s very much about our own employees too.  After all they are the ones who are making the the experience what it is and are often the ones who know what to fix. However, no-one has listened to them or has acted on what they said because business leaders are focused solely on turning the “voice of the customer” into a higher net promoter score.

 

I have the privilege of working across a variety of markets with talented people in all sorts of organisations and with an infinite number of challenges.  One common theme though, especially when people are going on their own personal journey of customer experience familiarity is that the language becomes a proxy for leadership of the customer agenda.  Giving it the clarity and relevance it deserves, thinking about it differently to your competitors who are reading text-books and listening to career consultants will give you the differentiation your organisation needs.

 

 

 

 

Will thinking like a retailer improve customer experiences?

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“We need to think like a retailer”.   Really?

In listening to those who are looking to improve customer experiences, I’ve heard two very different opinions from the aviation industry this year on where the aspirations lie.   The airline: “We should think like a retailer who happens to run a fleet of aircraft”.   The airport:  “If you think like an airport you’ll never really understand your customers”.   As a passenger, I know which way of thinking I’d rather be on the receiving end of.024

To those organisations in any industry who aspire to think like a retailer (code for “sell more”), I have a suggestion.  Why stop there?  Why not have the aspiration to make your customer experiences so easy, consistent and cost-effective that it is the retailers who are the ones who look to you and say “We need to think like them”?

One of the biggest challenges we see in creating a truly customer-focused business is the lack of clarity among employees about the overall strategy.  Or, a brand that creates expectations but then has little robust structure to deliver what it promises.  Whatever market we operate in, an aspiration to improve is of course admirable.  But we need confidence in our own business model.  Surely, we don’t want to give our employees the impression that we don’t back ourselves so we’re going to act like someone else.  That message, intended or not, isn’t what will drive the right behaviours and engagement.

It’s a similar risk with searching for and emulating best practices carried out by competitors.  In reality, it’s never that straightforward but if we replicate what they are good at we will, by definition, only be the same as them.  And in today’s world, we need to be different and distinctive.  The bar of expectations is rising relentlessly so yesterday’s best practice quickly becomes today’s norm.  And it’s not always about the “Wow” moments – getting every basic element right every time is, for sure, a best practice that others will aspire too.

I hear a lot about the need to think like a retailer and I applaud the intent.  Retailers have some great experiences but they have a lot of very average ones too.  Yes, they sell stuff and most organisations are looking for ways to increase revenues.  But I’m still firmly of the view that while we can learn from others, it is critical to aspire to get the customer experience right for our own business first.  In doing so, we then become the one that everyone else looks to as the role model.

 

Differentiated customer experiences require differentiated thinking

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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 of the need to “Put ourselves in our customers’ shoes”.  Assuming that the journey being mapped is a strategic priority and there is an ability to act on the findings, it’s a concept that’s logical and, to a degree, works.

However, that very familiarity is also its Achilles heel.  If we and our competitors are looking at things in the same way, the chances of creating differentiated experiences with undifferentiated thinking are not looking good.  In the journey mapping workshop, everyone nods and agrees that it’s the right thing to do but exactly what it means and why it’s important can get lost in the enthusiasm of being away from the day-job and amid the swarm of post-it notes.WallaceSpace

It’s all good and valid work, but it’s highly likely to produce a sanitised and generic version of the journey.  Putting ourselves in customers’ proverbial shoes cannot tell us what our customers think when they are in their own shoes;  however hard we try, it will still be us pretending to be them.

Even if we create a perfect vision of what the journey should be, by starting with us as a proxy for the customer, by the time any innovation has found its way through the corporate filters of business cases, project scope alignment and demands for “What’s the ROI?”, what were great ideas become diluted.  Had the vision been a little more ambitious and creative to start with, our diluted outcome would be stronger for it.

And so for those who want to take things a step further the approach needs to be stretched.  When we learn to negotiate, if it’s for a 5% budget increase we will probably try starting with +8%.  Swimmers train with weight-belts, motor-cyclists are taught to stay focused on the vanishing point of the road and not to stare at the front tyre.  It’s that thing about reaching the moon by shooting for the stars.

There is one group of people to whom we can turn to for inspiration in so many ways, including here.  They are ordinary human beings who live with some kind of mental or physical condition that we tend to label as having a disability or special needs.

In the UK, over eleven million people have a limiting long-term illness or an impairment of some kind according to the Government. It’s not unreasonable to assume that each of those individuals has at least two people who have been through the emotional highs and lows with them and sacrifice a lot to help them get through their daily lives.  Even if we rounded the numbers and said that 30 million people – nearly half the UK population – are affected, the chances are that we all have such customers. Next time you think a customer is over-reacting to not getting a call back as promised, it might be because they’ve been up all night trying to calm an apoplectic 12-year old who is unable to talk and explain what the problem is.

To help those mapping out customer journeys, adopting the persona of a typical customer type is a step in the right direction.  But, by seeing things from the perspective of someone who interacts with the world in a very different way, it can really sharpen up the process.  Take, for example, a team who wants to make the airport experience better.

The type of hand-drier in the toilets might not seem to be a particular issue.  But for someone with autism, hyper-sensitive emotions and a need for predictability, loud and sudden noises created by the blast from the current wave of dip-your-hand-in driers can at best be deeply distressing.  Creating a situation where your customers run among other customers, screaming and with their hands over their ears is, I’m sure, not an intentional experience. But there’s also a financial impact;  I know people who avoid one major airport for that very reason.

Addressing that particular issue also creates a calmer environment for everyone, something that is high on the list of unprompted things that passengers of all abilities value. Those anxious people who go on a fear of flying course do so because they thought it was the flight, not the airport, that would be stressful.differentiated

Many companies will proclaim they want to make things easy for their customers.  And people will quietly tolerate the niggles of call-centre on-hold messages or staff who close up their shop five minutes before time.  If we’re journey mapping by putting ourselves in our customers’ shoes, those are things we might not be bothered by and so we unintentionally assume our customers won’t either. But, look at it from the perspective of someone with depression, who has taken days if not weeks to build up the courage and mental energy to call only to be told to wait even longer;  the stroke sufferer who wants to ask a simple question but has problems speaking and being understood.  Or, the parent who can’t remember the last night of unbroken sleep, when they last woke up without being woken up and what life was like before washing bedroom walls became a daily task.  Many employees in a call-centre or retail space may not have had the life-experience of interacting with people for whom living independently – or living at all – is a major achievement.  Surely if we made things easy for them, everyone else benefits too.

Another example.  A common gripe is the ability to understand the bills we get, especially from utilities. I was with an energy-company client recently listening to customer calls and had to stifle a chuckle when the exasperated customer declared “I’ve a master’s degree in physics but I don’t understand this bill”.  Imagine then, what it is like if you have any kind of mental disability or a condition such as dyslexia.

Likewise, if a toy gets delivered and it’s the wrong one, do we assume that people will see it as a minor inconvenience and so we’ll be ready when they call up for a replacement.  Or, because we acknowledge that a parent or carer might have to explain that to a distraught child using Makaton sign-language, we fix the process that causes the problem in the first place.

Don’t get me wrong, there are many companies doing small and discrete things that make a big difference.  To provide a balance, Manchester airport publishes a guide specifically for those with disabilities and their carers; Birmingham airport has staff who will recognise signs in body language that suggest something is not right and they’re trained to do something about it. Monarch is replicating the London 2012 Games Makers training for its staff.

There are altruistic and – because of the world we live in – commercial reasons for taking this approach.  But, if we stretch our customer thinking in a different way to our competitors and we design journeys around real people, not the processes we force them through, empathy and ease translates smoothly into a better business for everyone concerned.

Thank you, let me know what you think.  And if you’re interested in helping to improve customer experiences for people with special needs, please join my group over on LinkedIn at https://www.linkedin.com/groups/Improving-Customer-Experiences-People-Special-4583395/about.

 

 

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

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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 wheel or going to see who’s in the next valley.

Maybe because we’re better at evolution than revolution, many organisations today are shoe-horning that basic concept of customer experience into an existing model.  And while there are companies who regularly get a mention for making us feel good about doing business with them, many more have reinvented that wheel only to have it spinning, making very slow – if any – progress.

There are generally three types of organisational approach to tackling customer experience;  add the responsibility to an existing team, create a new team or have a culture where everybody is accountable.   The benefits of customer experience are buried beneath a duvet of repeated platitudes so I won’t cover those here, but the unintended pitfalls of each are worth a quick look.

Add customer experience to an existing team

Done in the right way it can be highly motivating to be asked to take on more responsibility, especially if it’s to lead and manage something like the customer agenda.  A bigger challenge but a bigger profile too.  Usually, it will be complementary to the role that team already carries out – Marketing, Customer Service or Complaints for example.

But rarely will the existing responsibilities be pegged back and often the measures by which performance will be judged are an extension of what the objectives are already.  The consequence is that while the ambition is there, the reality is that the day-job still takes priority.  At best, the specific skills and way of thinking that are needed to run a customer experience programme evolve from what is there already.  At worst, the team gets a pasting in their performance review because what the CEO expected isn’t delivered.  Rather like their customers’ experiences.

Create a new customer experience team

Surely the watertight answer?  Not always.  For the individuals involved, being part of a new team is exciting in its own right.  Being part of an organisation that is putting its money where its mouth is, even better.  It’s a great opportunity and if – and that’s a big if – the top-level sponsorship is visible and solid, the opportunity to influence others to do the right thing is inspiring.

Yet teams can easily become a victim of their own success if they let it.  The creation of a bespoke go-to resource that is going to lead the customer experience charge carries an inherent danger that others think they are absolved of the responsibility.  That mind-set is exaggerated if performance measures across the organisation don’t change to be in sync either.

Without the right leadership and engagement of peers, the team quickly finds they are picking up everything and anything to do with “customer” on behalf of the business.  They get to handle complaints, they run customer service weeks, they monitor and report on compliance outcomes and they get drawn in to police programmes and projects.

Individuals who are given the customer experience roles from other parts of the business often remain task-oriented, keen to impress and be busy.  So will they have the inclination, confidence or authority to learn specific customer experience skills? To follow what is being said about them and their competitors in social media and to develop reciprocal relationships with internal and external partners based on mutual understandings?  Or will they settle for linear process maps rather customer journeys?  Report to their boss that the call-centre manager won’t carry out a quick survey at the end of calls because it adds to the average handling time metrics?

Strong governance, inclusive of every part of the business from reception desk to board table is the key.  Working to the same priorities that everyone else is, knowing what the latest brand campaign is all about, understanding each other’s challenges – it’s nothing new but its effective adoption by many ranks naively low on the corporate ‘to-do’ list.

Have the right culture

The good news is that whether they know it or not, every organisation already has a customer culture.   The bad news is that it’s not always the right one.  Even worse, some are unable to articulate which it is, good or bad.

In the same way that we shouldn’t need complaints departments, a well-led customer experience department should do itself out of a job.  It’s not a function, it’s a way of thinking and a strategic tool that makes the business more efficient;  driving out duplicated and superfluous costs and focusing resources of the things that matter most to the health of the company and repeat business from more of the most valuable customers.

Delivering on the strategic plan, whether it’s to stabilise, grow or transform a business takes much more than a poster on the wall that proclaims “We put customers at the heart of everything we do!”.

What does the right customer culture look like?  That is up to you, your brand and your leadership style.  But as they say, what’s on the inside gets reflected on the outside.

If your people have little understanding of what the business is doing and why, if they are applauded for following processes rather than doing what’s right for the customer and if they talk about their competitors more than their own brand, then maybe the time is right to step outside.

Join the others looking in, see what they see and do something about it – before they head off to the next valley.

Customer experiences highlight the danger of businesses taking relationships for granted

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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 present in search of short-term results can push their customers away rather than bringing them closer.  What’s worse, is that it’s especially magnified – not to say ironic – when the hand that’s doing the feeding has made a commitment, with the inevitable result that the business gets dropped and the customer turns away to move indifferently on.

The very mention of a “relationship” conjures up different meanings to different people yet it is a ubiquitous byword for underpinning success.  Our focus on customer experience, on what it’s really like to do business, is helping to explain why that potential misunderstanding can have serious consequences.Customer Experience vs Customer Service

Let’s be honest, it is really only the organisation that wants or even talks about the proverbial relationship.  The P&L and share price are much more dependent on their customer than the other way around.  At its core, it means that the client simply plays along until a better offer appears or they have reason to suspect a lack of value, trust or respect.

What is intended by one party as a commitment to be in it for the long-haul can be seen by the other as an opportunity to take advantage of, worrying about tomorrow, tomorrow.  Harsh?  Well, customer experience feedback is showing that even where – or because – a client does commit, they are made to feel that the business is a bit too needy, being greedy, embracing the relationship with the grace of a pick-pocketing bear-hug.

Whether necessitated by the economic environment, organisational complacency or driven by the personal short-term agendas of those in charge, there are signs emerging where such conditions serve only to increase the likelihood of a customer choosing an alternative next time, defeating the point of a business creating the relationship in the first place.

To illustrate the point let’s take two examples.

Firstly, legal services.  There are many law firms and other B2B companies who are exemplary at managing their client experiences and will do so for a long time.  There are some however, who, having worked hard to win a new contract, will try to extract as much revenue from that arrangement as quickly as possible because it might not be there in three years when it’s due to be renewed.

Patently, that short-term approach of ignoring what clients really value – things like charging hourly rates for what should be fixed-price work, showing a lack of understanding and having nasty surprises or a lack of information on invoices – is a self-fulfilling prophecy and will actually make sure the client will not renew in three years.  At best there won’t be a happy exchange of testimonials and worse, the client may pull the plug before the contract expires and explain why to all of their contacts.

Secondly, rail operators.  One would think that securing a fixed-term franchise is great news, and it should be.  A foot in the door for all those future contracts too.  But reading passenger reviews of one particular rail company in the UK reveals evidence that one person’s short-term is another’s long-term.  Investors rightly expect a return on their investment but those behind the franchise operators may have tipped the balance in extracting so much jam today that they now risk having no bread and butter tomorrow.

If their trains are filled with more people than there are seats, is it because their passenger experience is so good or because there’s a coach missing as a result of cheaper but longer maintenance schedules?  Or, that they don’t care about charging full price to stand for an hour in a draughty, noisy place?Mind the gap between Service and Experience

For some, the basic but unmet needs of reliability and cleanliness are still objectives and talking points for franchises rather than being the norm.  And, despite broadband wi-fi being available everywhere from my local café to an Airbus A380, we were told yesterday that rail companies in the UK should be able to offer wi-fi by 2019.  I know that’s more of a capital-intensive offering than getting staff to smile but still, 2019?

So, while some operators have fans rather than passengers, why is it that others are failing?  The word on the seats about this one major operator is that service has not improved noticeably since the franchise began – there are still broken doors on carriages and paid-for extras don’t materialise.  Even worried staff are saying everything’s on hold until (if) it is renewed, due in a year.  It’s easy to see how even just an ‘ok’ service then in turn breeds a shared cynicism;  it is also believed, rightly or wrongly, that a key metric in that renewal pitch is on-time arrivals – something that’s easy to achieve high scores on if you’re also in control of the timetable.

We know that with the right experiences, customers will choose to come back next time and it is that – the accumulation of many very short-term affirmations – which gives longevity to what businesses see as the elusive relationship.

So even where a contract, commitment or lack of choice exists, the company being fed would do well to act as if there is no long-term nature, no assumption about next time.

Their customers don’t make rash assumptions or see it that way;  what they do see is that on the other end of the hand that is doing the feeding they also have a pair of legs, ready to run at the first sign of a bite to a more appreciative recipient…