Posts

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 about it puts companies on track for that competitive edge and long-term growth and stability they need.

Focusing on customers is nothing new.  In designing and implement customer strategies, there’s no shortage of advice on why that’s a good thing.  But the piece that’s often missing is how to use it in a way that creates real business benefits.

Here are some tips that go some way to plugging the gaps.

Customer journey mapping

“We need a customer journey map for that” is a common call that’s heard in workshops aiming to lift the levels of customer service.  Unfortunately, what gets put on the table is just as often a linear process map, an operations manual or a sales checklist.  They give a starting point but little in the way of direction.

A good journey map is itself a means to an end.  It will give everyone a common version of what it’s really like to be a customer.   It points to where effort and resource needs to be focused and it provides others across the business with critical information about how best to achieve their own individual goals.  Most importantly though, it forms the platform of knowledge on which future decision-making is based.

It is therefore the output and what is done with it that counts. There’s no golden rule about what the map should look like, it must simply work for your organisation in a credible way that tells the story of what the opportunities are and why.  The tighter the scope the better.  For example, a forensic look at the tablet-based booking process for a high-value, regular customer or the welcome experience for a new-to-business-aviation client will yield more actionable and effective insight than a one-size-fits-all approach.

Understanding the customer’s perception of what happens every step of the way, set against what should happen and what drives value for the business, will flush out detailed commercial considerations.  What does good look like?  How do we compare? What does this customer (or customer type) really value and how well do we do it?  What are the unintended consequences? If we’re over-delivering in an area that the customer doesn’t see as a priority, can we save costs there?   And so on.

With robust leadership and governance, the journey map makes sure the right activity is prioritised, the right people are held to account and the right measurement programme is in place to perpetuate improvements.

Wanted: to know what our customers tell each other that they don’t tell us

Today’s customers will sit down to dinner tonight with family or colleagues and share a story or two about their flight(s).  It would be great to be a fly on the wall but with the journey mapping having created pre-meditated and dependable experiences, when the chairman asks if we know what they are saying not only can we answer “yes”, but we can also articulate how that is adding value to the business.

Commercial benefits

Business aviation is no different from many other markets in that standing out from the crowd is increasingly as difficult as it is necessary.  But for those who place a spotlight on getting things right, the commercial benefits are as much non-financial as they are financial.

Collecting first-hand evidence of what works for customers and their own internal stakeholders back at their office shapes strategic as well as tactical decisions.  It means the weaknesses and inflexibility of commercial aviation alternatives can be articulated to best effect. It helps recognise how much competitors might include video conferencing.  It flushes out how customers want to pay and reveals insights for lobbying airport owners and regulatory policy makers.  Such knowledge also ensures all activity across the company is working to the same priorities and that marketing investment isn’t wasted when something other than the brand promise is delivered.

While business aviation has to navigate around a plethora of political, regulatory and infrastructure issues, it also wrestles with the issue of perception.  For many clients, the economic climate has put cost management at the top of their agenda yet brands and communications targeting corporate accounts still ooze indulgence rather than productivity advantages.  That’s fine if the chosen target market is the luxury seeker, but a sceptical programme director overseeing an urgent M&A project will only let the team fly privately if the broader economic benefits for the business case are clear.  Therefore, getting to understand the customer and their own organisation is essential for business aviation companies who can then provide the right information that makes that business case uncontested.

Diverting finite resources for an even greater customer focus might take some persuading for metric-driven stakeholders.  The translation therefore of customer measurements such as the net promoter score (NPS) and of customers’ emotionally-driven behaviour into real money makes the case forcefully.

Medallia’s research into NPS – the popular measurement tool which asks customers how likely they are to recommend your business – shows that on average, those who are willing to be an advocate are worth 30% more than those who are not.  The Temkin Group also showed that promoters are five times more likely to repurchase than detractors.

A joint piece of research between Forrester and Watermark Consulting tracked the correlation between organisations that had a customer experience focus and their stock-market performance.  In that five-year period, the S&P 500 market index dropped by -1.5%; companies on the front foot with customer engagement increased by +22% while those dragging their feet fell by 46%.

Traits of successful FBOs and charter airlines

Somewhat unhelpfully, successful FBOs and charter airlines come in all shapes and sizes.  Some brands make a feature of being loud and brash while others go about their business quietly, but very effectively, keeping well under the radar.

The one thing they all have in common is good people.  Flat fee options, in-flight connectivity that replicates being in the office and a highly responsive service will count for nothing without the right people. They understand what the company is all about, they know what it needs to do day-in and day-out to succeed and they are energised to accomplish at least that on a daily basis.

Steve Jones, Managing Director, Marshall Aerospace said of their success: “In the last year it’s all been about accumulating a strong team and so far it has been more about building expertise than building things”

Thomas Flohr, Chairman of VistaJet which regularly has 20-25% revenue growth, bypasses the fractional model – “We tore up all the old conventions and designed a revolutionary business model focused entirely around our clients. What they wanted. What they needed. We’ve never looked back.”

And earlier this year, Rizon Jet said that its awards were due to a “Dedication to fantastic customer service….it’s not just the facility, but the people that make the difference”.

Organic business growth

Organic business growth

A further illustration of how customer service can trump price came in the AIN FBO survey – Americas 2013.  Customers were asked to cite the most important factors when choosing an FBO:  85% said good customer service, the top answer.  And the top reason for avoiding an FBO? 71% said poor customer service.

Another common factor of successful businesses is having the right customer feedback programme.  In X-Jet’s own words, “Truly we do live for that con­nection with the customers and we’re constantly seeking feedback on how we can do things better”

Lessons from other industries

Markets outside business aviation are also finding that the bar of expectation is rising all the time. As law firms are discovering to their cost, the world around them has changed and in their clients own lives they are interacting more and more effortlessly with a host of other organisations through an array of devices and channels.

Apple is a regular contender for exemplary customer service.  That’s not surprising with the focus it has on recruiting the right people for its brand, the focus it has on customer empathy rather than selling and on evoking the right emotions.

In March this year, Marriott headed the Temkin Group rankings once again for a hotel brand’s customer experience.  Like Amazon and NetFlix, they create relevant personalisation and make it easy to do business with.  They focus on the things their customer value, whether it’s helping the procurement team choose Marriott over a cheaper alternative down the street or tracking down lost luggage.

Many of these results stem from having (read: “allowing”) its people talk directly with customers.  These organisations also have strong leadership for a clear customer strategy that is shared and understood by every employee.

Conclusion

Companies in the business aviation market are not on their own in needing to articulate their real value to existing and new customers.  But for those who get it right, delivering what is valued most and what is seen as value for money, customers will reflect that they made the right decision, their organisation will benefit and they’ll tell everyone.  And that’s invaluable.

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 there is no need for anyone to champion its cause.  It’ll just happen.  It’ll just be the way things are done.

Until then however, those leading and managing the customer agenda need the skills and credibility to get people talking to each other, to demonstrate unequivocal proof that customer experience doesn’t leave money on the table and to be accountable for ensuring that the right things are being done in the right order.  Not only does that have to happen across the width of a multi-functional structure but from the very top down.

Recent corporate evolution has seen Boards grow more upright Evolution of Progressas they respond to what’s going on around them and the discovery of how interdependent the executive team is.  The finance chief, risk head and company secretary have pretty much always been at the top table; HR took its place when team-building and balanced scorecards came of age along with the decentralisation of its core services;  to keep up with Sales, the Operations and Marketing divisions then were invited in.  And more recently, general counsel – traditionally the gatekeepers at the end of the corridor – are being brought much closer in to the running of the business.

As a result, for a customer experience leader there is intense competition around the Board table for attention, time and resources.  But it is essential for that person to be able to go toe-to-toe with everyone in the senior team; not because they want to win their argument and look important but because they will genuinely have customer insights that will make the decision-making process more effective.  Of course, there will be personal agendas all around the table as individuals try to be seen exerting their influence on cash-flow.  However, predicting the commercial impact of customer behaviour based on what the corporate strategy needs can align and prioritise decisions as well as take out costs that are duplicated or that are not valued.  Absent that guidance and customer strategy, the risks and unintended consequences quickly turn into unnecessary but costly issues.

Having a voice that is heard and listened to is a great start and a large number of companies are heading down that path.  Going a step further is having a vote, helping to ensure that things are done for the right reasons and that at the very least, the real-world customer impact has been given due consideration.

But better still, is for those in charge of ‘customer experience’, whatever the size of team, to have the right of veto on decisions that affect customers directly or indirectly – for the organisation’s own long-term good.  There are few people who work right across every function and who also have the opportunity to be the one who gets them all in the same place.  Even fewer know what shutterstock_87641005it’s really like to be one of their own customers and how that affects what they do next time.  That knowledge needs to be used to its full competitive advantage.

Having a unilateral right of veto might seem a bit extreme but if we are all agreed that in an ideal world a customer experience team would not be needed, that is effectively what the organisation would evolve to do, naturally and instinctively.

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, reliable and considered experience however, whenever and wherever our customers and clients demand it, whatever device they are using.  But from the people I’ve spoken to recently about the subject, the bigger question is “How?”.  It will be hard to find anyone who resists the fundamental theory behind an Omni-channel experience, but in practice how do we get the people leading divisional teams within an organisation to talk with each other and to establish practices that benefit each other, the customer and company P&L?

It may be semantics, but the label “Omni-channel” therefore seems to simply exacerbate the current problems and internal challenges rather than help overcome them.  It implies that channels can still function in the way they always have but they simply need to be joined up more effectively.

Legacy systems, behaviours and organisational structures won’t get changed overnight but for me, ticking the “Omni-channel” box is a false ending.  In part it’s because, in determining what our Omni-channel strategy should be, the use of the word “channel” still suggests that the focus is on what an organisation can do with its front-line structure and resources rather than be led by how customers want to do business.  If the latter is the starting point, working back to today’s capability will surely bring about better outcomes than the inside-out approach.

To have an effective Omni-channel strategy needs a clarity of purpose that extends beyond the channels themselves.  Customers deal with a brand as a whole and that therefore needs all the parts of an organisation, whether customer-facing or not, to function as one.

That takes strong leadership and it needs people with the right skills to influence sceptical stakeholders and adapt metric-driven scorecards. But the effort is worth it – there is a good reason why the Martini principles have endured for so long.  They are the right ones.

Jerry

 

 

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 importance of customer experience, it needs the clarity of a flawless diamond and the long-term vision to match.  Anything less will not secure the ongoing resource and mindset needed.

I’ve seen many in-house customer experience teams who, despite best endeavours, focus nearly all their efforts on internal priorities that could, and realistically probably should, be dealt with by other teams  – ‘customer care’, ‘customer service’, ‘compliance’ and so on.  But at least they can say “We do customer experience” .Customer Experience

Much has been said about how reliant customer experience programmes are on managing emotions.  Yet influencing a room full of cross-functional  executives to change their own objectives to be based around how they make customers feel will at best be daunting, at worst a very short session.  Nonetheless, making sure that root causes of complaints are stamped out and that the commitment to service standards are being maintained are certainly the minimum any enlightened organisation should strive for.  But that’s not customer experience, that’s running a business efficiently.

So this dilution of what customer experience really means and the ability of its champions to articulate that clearly puts it – and therefore the advantages it brings – at risk of becoming a victim of its own success.   The concept of Customer Experience is nothing new, so absent an absolute recognition of how it can help individuals, teams, departments and the organisation overall, there will still be dismissive conversation barriers such as “We’ve done all right so far”, “Yeah, heard of that, everyone’s doing it” and “C’mon, it’s just a fancy name for customer service”.

If Customer Experience is to demonstrate its true value and contribution to the bottom line it needs to keep up the momentum and avoid an unconscious drift into complacency.  Those leading the charge need – more than ever – to talk the language of other business divisions, debunk myths and make it matter to every person.

For those championing the virtues and outcomes of a disciplined approach to customer experience, the challenge is to engage in a way that makes it clear that what the business does collectively today will determine what its individual customers, clients, passengers or patients will do tomorrow.   It has to be about the right experiences, the ones that work in tandem to create the best, balanced outcomes for the business and the people who buy what it sells.

Customer Experience has proved to be a great discipline and catalyst for many companies to improve their commercial performance.  But the label risks being over-used, misunderstood and not telling the full story.  It’s not about the customer experience per se – it’s about how the right experiences will make customers want to choose us again and spend more next time.

As for the search for a definitive platitude about what customer experience is, I think that misses the point.

In the same way that corporate objectives and recruitment policies are individual to an organisation, so too is Customer Experience.  It’s not a department.  It’s cultural and therefore key to what it means for them and their customer strategy.

It’s only my opinion, but without continued effort behind landing the right messages to the right people, without a clarity of purpose matched by strong leadership, the tentacles of metric-driven, short-term objectives will creep back up the pecking order and we’ll wonder why we have to search so hard for good customer experiences again.

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.  But for their customers and clients, it also means a different way of doing business, something that history tells us must not be overlooked.  In explaining the nature of the new consumer generation, Micha Kaufman at Forbes summarised it neatly by saying “The product itself is not important, only the experience that they contain”.

The creation of the Circular Economy 100 is the latest testimony to the vision and effort that has secured the support and imagination of governments, business leaders and innovators around the world.

Led by the genuinely inspiring Dame Ellen MacArthur and her foundation team, the principles of the Circular Economy have already been adopted.  Moving beyond ‘simply’ cutting carbon emissions and recycling glass into aggregate, some notable and diverse organisations such as wear2 and Maersk Line are effectively starting from scratch; building new processes so that what they make is made to be made again;  the Cradle-to-Cradle approach.  And what are seen as product-oriented companies are looking at how they move to a service / relationship orientation by selling the benefit rather than the product – washing machines for example, where consumers pay by the cycle while the manufacturer takes responsibility for the machine’s upkeep and replacement.

To have brought an idea on this scale from conception to execution is nothing short of phenomenal.  It takes enlightened people, enlightened organisations to change the rules of thinking in a way that will generate significant commercial benefits as well as reducing the enormous and shameful waste that plagues our planet.

Inevitably however, the success or otherwise of the Circular Economy is dependent on an acceptance by clients and consumers that they too must change the way they interact.  And so at this early stage of maturity, organisations have a unique opportunity to ensure, right from the start, that what they build and how they deliver it creates intended, consistent and profitable customer experiences.

The lessons of history teach us that one of the reasons why there is so much focus on customer experience today is because organisations are trying to force-fit new demands on top of old-style business models.  Markets are littered with examples of operational processes that were built for efficiency but that lack the flexibility and personalisation their customers expect.

So much time and effort is being spent investigating root causes of complaints, customer contacts that go under the spreadsheet heading of “failure demand” and simply the need to get the basics right.  And for others, it’s worse.  The focus is way out on the horizon to the extent that the rocks under their feet go unnoticed.  I’d much rather an airline communicate with me when there’s a delay than spend time and money developing an app that just tells me my bags are on the same flight.

Organisations would normally relish the chance to start with a relatively blank piece of paper and design around the customer but they may not have the resources or (yet) the appetite.   In the search for commercial sustainability and market differentiation however, the advent of the Circular Economy is a fantastic opportunity for those businesses who can, to think beyond the implications for its own processes and to genuinely build around what it will be like to be a customer. How will what they do make their clients feel and behave next time? What will their customers say to their family and friends over dinner tonight about what it’s been like to do business with them? And how can they use those experiences to generate more, high value customers?

The circular economy is about the huge economic, commercial and environmental benefits from making things now that can be remade later. But while the focus is understandably about innovation and operational processes, that effort will risk being wasted without the understanding and then the execution of the right customer experiences as an integral element of the design process.

It’s an exciting future but it also has to pay attention to the detail of the end-user experience, lest we go round in circles again.

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 read the latest headline about the rising confidence levels of UK businesses.  The UK Business Confidence Monitor index “stands at +16.7, up from +12.8 in Q1 2013, suggesting GDP will grow by 0.6% in Q2 2013”.

I wish to take nothing away from its credibility, accuracy and the expertise of those who know much more about economics than I, but it means, er, what exactly? Well, delve a bit deeper and the trend is confidently portrayed as being a proxy for future economic growth, of higher levels of borrowing and investment.   I’m no Smith, Keynes or Friedman but on the face of it that sounds like good news despite the fact that we may also conclude that the appetite to take on more debt is weak and fragile customer demand is still a problem.

Armed with just that though, if I was to present to the Board of UK plc, I’d fully expect them to say “And just what is it that you want us to do next?”.

It’s often the same when it comes to finding out what it’s really like to be a customer or client.  In the Business Confidence Monitor, the question that respondents are answering is “Overall, how would you describe your confidence in the economic prospects facing your business over the next 12 months, compared to the previous 12 months?”.   In consumer and employee surveys the equivalent questions might be “How likely are you to recommend us?”, “How do you rate our service” and “How satisfied are you?”.

All good questions in their own right, and also trying to predict future behaviour.  But while metrics will show a trend, on their own they don’t show why the trend is what it is, and therefore what it is likely to be in the coming weeks, months and years.  What’s more, depending on sample sizes and other mechanics of the survey, the reliability of the numbers comes with its own confidence factor of plus or minus x%.

Absent clear comments as to why respondents gave the reasons they did, there is a vacuum of context.  That means, as with so many metric-based surveys, that translating the information into knowledge upon which valuable decisions can be made still remains elusive.

I’ve always said that if organisations get the experience right first, the metrics will look after themselves.  Base analyses and decisions on the numbers alone and without any context, trends will simply continue to happen whether they’re known to be the right ones or not.

In that, I have every confidence.

_______

Thank you for your interest and for your time reading this blog.  I’m Jerry Angrave and I provide Customer Experience research and advisory services, most recently to the aviation, transport and legal services sectors.  If you’ve any comments or questions, do let me know, either through the blog, by email to [email protected] or feel free to call me on +44 (0) 7917 718 072.  There’s also more information at www.empathyce.com.

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 subject heading and the email address itself.

We wouldn’t set out to create an intentional experience that deliberately stops customers from being able to get in touch with us.  Not least, we wouldn’t want to be the one having to explain it to the Board.  And worse, it’s an uncomfortable conversation to have to justify it to a customer who is trying to turn to us for help.

Surely that doesn’t happen in today’s hyper-competitive, customer-hugging commercial world?  But it does, very much so, and in the process undermines all the good work created by the brand investment, employee engagement programmes and those posters on the wall proclaiming “We put customers at the heart of everything we do” (whatever that means..).

Here are three examples of where it can go wrong.  To give them context, the first one has a customer’s perspective providing the commentary:

I’ve had an email from “DoNotReply” – how do I get in touch?

Bought my tickets online. It all went well, it was easy and the people were friendly. But in the confirmation email I had there were a couple of things that weren’t quite clear and so I wanted to check some of the details. Problem was, it was from [email protected]— so I wasn’t sure what to do. There was no other way of contacting them apart from links to “Subscribe to our newsletter”, “You might also be interested in these services” and so on.  I’ve never had a good experience with their call centre either.

I went back to the company website and looked for the “Contact Us” page but knew I’d have to explain all the information again. Turns out it wasn’t a freephone number so I sent a message using one of those forms. All I’ve had back is a note saying I’m a valued customer and they’ll get back to me in three working days. I’m still waiting.

If they can send me an email, why do they make it so hard to reply to it?

 

And the point is?

Stopping people replying to automated messages might seem like an operational efficiency but there’s going to be a greater cost in, at best, handling the additional enquiry or at worst, losing the business next time. To get an email from DoNotReply isn’t very friendly language. You’re effectively saying ‘Hey you. Don’t even think about replying. Ha. We’ve got your money so we’re off trying to seduce more new customers like you”.

Either put in place a mechanism for routing emails that do come in or provide an obvious and easy alternative. By their nature, automatically generated messages that fit a template are more likely to generate enquiries from customers whose lives are not governed by templates.

You get the drift. The second and third points follow in the same vein so I’ll rattle through them.

Dear “Info”, who are you, really?
When our customers or clients put the effort in and choose to go to our website, ideally we want them to get in touch. That’s why we have a Contact Us page. How many times have we read that we only have one chance to make a first impression; that it’s the first seven seconds where people make up their minds about us?

So it seems at odds with that if the first contact we offer them is a highly impersonal [email protected]— or [email protected]—. It can also be at odds with what the brand promises everywhere else on the site about being customer-focused. Whether your customers are buying a book or chartering a luxury business jet, it’s got to be reassuring for the customer to think they are sending a message to a real person. Simply changing “[email protected]” to, say, “[email protected]” makes it so much more engaging.

I know you’re here somewhere…
Linked to the two I’ve mentioned, this one’s about customers being able to find your emails later.

Chances are that during the life of your relationship a customer will want to get in touch. And if they’ve got an account number, membership reference, a password reminder or simply want your email address, it’s very likely they’ll look up an old email from you. We all do it, and the first thing we’re likely to do is to sort our inbox messages by sender.

However, the name of the company is often elusive. Instead, we have many messages from “Customer Services”, “Info”, “NoReply” to name but three very generic addresses. We want it to be easy for people to get in touch with us and we don’t want to give them a reason to give up searching or risk going elsewhere. It’s therefore well worth thinking about using an appropriate name that will appear in the customers inbox where they expect it to.

You may have all these and more covered, in which case that’s great. But if there’s any doubt, check it out. It won’t take long and if it starts a conversation between you and your colleagues about what needs fixing and how, that’s got to be better than the alternative “Please explain” conversation around the Board table.

Interested to hear your views, thank you.

Jerry

———
Jerry Angrave
Managing Director, Empathyce Customer Experience
www.empathyce.com | [email protected]
+44 (0) 7917 718 072

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 ever to make sure that our survey is quick, clear and easy.

It’s not so long ago that when we were asked for customer feedback, we were happy to oblige; flattered that our opinion was being sought, happy to think we were helping make a difference.

Nowadays though, we are faced with a relentless torrent of surveys, a deluge that is at serious risk of diluting our willingness to spend time and effort understanding complex questions, giving subjective scores and thinking of constructive responses.

And so not only do feedback programmes have to work harder to unearth the actionable insights, the very mechanics are under the spotlight too. Calling customers on a Sunday afternoon, asking customers in-store to go online and leave feedback when they get home or sending “How did you get on?” survey forms at the time of the booking rather than after the holiday will at best garner lacklustre responses. At worst, it will damage relationships, brand reputation and the quality of decision-making.

For want of a better phrase, the “survey experience” should be understood and managed just like any other touchpoint in the customer journey. Particularly for service industries, it can be one of the few tangible points of contact. Make it a point of difference, not a nuisance.

I recently needed a roadside breakdown patrol to breathe life back into my car. Job done, and stood in the icy cold wind, I was asked to take a quick survey. The questions were supposed to be about my experience but in essence were really an audit of what they knew already; how long did you wait, did you need towing, did the patrol do a battery check and so on? When it came to the “how likely are you to recommend?” question, there was no “Why do you say that?” follow up.

“They never ask us what it’s really like to be out here” the patrol guy said, frustrated that although it will look like the metric-based targets will be safe, the fact that the call centre got my location and phone number wrong, keeping him and me out in the cold for longer, will pass “them” by.

The more customers give feedback, the more discerning they will become. Anything that makes them feel like it’s not worth it or that it won’t be listened to will be ignored. A wasted opportunity.

Already, we see that over 80% of unhappy customers don’t complain, they just choose a competitor next time. So knowing what it’s really like to be a customer is as precious as the willingness and ability to act on it.

We just need to make sure that when we draw people in to give us feedback, we don’t push them away as a result.

Jerry Angrave
Managing Director
Empathyce, the business of Customer Experience

+44 (0)7917 718 072
https://www.empathyce.com
[email protected]
@Empathyce

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 says. And with good reason too.

shutterstock_50501017

But there are occasions when that spotlight may be too focused; so intent on its target that it misses a real opportunity close by. It’s one that rarely gets a mention but left unchecked can have just as much of a detrimental impact on future business as ignoring the primary customer; it’s the people who are with them at the time.

These are customers by association and therefore potential future customers. Maybe they are already existing customers. They are, for example, the parents of a first-time buyer helping their son or daughter negotiate the house-buying process or are keeping an eye on the mortgage paperwork. It could be someone picking friends up from the airport or relatives visiting a patient undergoing private medical care.

They see at first-hand what it’s really like to be a customer and have their own interactions too. As a result, that experience puts them in a position where they can just as easily become a recommender or a detractor. Their memory of what they saw and how someone close to them was made to feel will influence their next buying decision in the same way as if it was their own experience.

And that’s the point. It was their experience, just from a slightly different perspective. It’s one that the spotlight should not leave in the shadows.

Jerry Angrave
Managing Director, Empathyce
+44(0) 7917 718072
[email protected]
www.empathyce.com

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 at stake, yes it does matter very much.  Of course, good Customer Service is essential – in essence that’s about what you offer and do for your customers or clients today;   Customer Experience meanwhile jumps to their side of the fence and understands how what you did today will affect what they do tomorrow.

All the “wow” and “magic moment” boxes of Customer Service may be ticked but without knowing what it really feels like to be a customer, a focus on Service alone and not Experience exposes a brand to unintentional consequences, oblivious to the real emotional and functional impact an action or a change will have on a customer.

So over the last few weeks I’ve tried to illustrate the point, using real-life situations to bring to life the key differences.  For example:

Customer Service is about what we do for our customers today.  Customer Experience is about what our customers will do for us tomorrow.

Customer Service is getting a geolocation text message in an airport. Customer Experience is being more concerned about hunting for a baggage trolley and then being charged a non-refundable £1 to use it.

Customer Service is what you say to your customers today.  Customer Experience is knowing what they say about it to family and friends over dinner tonight.

Customer Service is a brand promising “Here when you need us”.  Customer Experience is being charged to be put on hold when you call them.

Customer Service is practical; Customer Experience is memorable. 

Customer Service is having six ticket desks in a cinema foyer.  Customer Experience is seeing the long queue because only one is open and going for a meal instead.

Customer Service is sending a “Dear Valued Customer” letter.  Customer Experience is thinking “If I’m so ‘valued’ why don’t they use my name and why do they sign it just ‘Manager’?”

Customer Service is like leading a horse to water.  Customer Experience is the horse thinking “Nay, I was about to order a take-away latte”.

Customer Service is a polite builder. Customer Experience is them hosing down the driveway every day and giving neighbours dust sheets for their cars. 

Customer Service is a retail store being decorated for Christmas. Jolly. Customer Experience is a frustrating queue at the checkout because three staff are “busy” decorating. A priority? Humbug.

Customer Service is being given a feedback form. Customer Experience is “Blimey, the same questions about the same one-night stay from FOUR different sources?”

Customer Service is a bistro providing baby high-chairs. Customer Experience is being able to move it and set it up with one hand.

Customer Service is offering a more personalised service at a premium price. Customer Experience is then that sinking feeling when told to email “info”@…

Mind the gap between Customer Experience and Customer Service

Customer Service is having a reception desk. Customer Experience is how you feel about the business when the receptionist doesn’t smile or make eye contact.

Customer Service is a shiny new online help service.  Customer Experience is being perplexed at getting no response, or finding out it’s only open 9-5.

And so on.  You get the idea. Feel free to share your own examples – there is no shortage of them in day-to-day life…

______________
Jerry Angrave
Managing Director
Empathyce, the business of Customer and Client Experience
 
+44 (0) 7917 718072   |   [email protected]   |   www.empathyce.com
 
Empathyce helps business leaders and their teams to get the most out of their Customer and Client Experiences.  The business improvements as a result can include better decision-making because there’s a clear Customer Strategy; less duplication and better investment / resource allocation by acting on the right feedback and insight; better employee and stakeholder engagement by showing them what it’s really like to be a customer; and better financial results by giving robust governance to prioritise acting on the things that are creating – and destroying – the most value.
 
Twitter – @Empathyce
LinkedIn – http://uk.linkedin.com/in/improvecustomerexperiences