Last week, Customer Experience Professionals all over the world celebrated “Customer Experience Day” or “CX DAY”. This special day of recognition was started by the Customer Experience Professionals Association (CXPA) of which I am a member.
As we gathered in local networking events, participated in webinars and showed our appreciation to our customers and co-workers, we also took a few moments to reflect on Customer Experience as a whole and what it means to us and how we can make a difference.
- CX is active.
- CX is all about taking action and not waiting for anyone else to take action.
- CX does not have to be difficult or overly expensive or complex.
- CX is listening.
- CX is connecting.
- CX is meeting/exceeding commitments and expectations.
- CX is sharing information.
- CX is using our own common sense.
We can really over-engineer CX if we are not careful. We must continually look at our purpose and understand the foundational reasons for the existence and need for CX. To illustrate this, I want to share a real-life example of something that happened this week.
Last week was my mother-in-law’s birthday. Before I knew it time had run out for me to send a card and a gift. Then, just about the time I had totally forgotten about this special day, I received a phone call from the florist we used last year. A very friendly voice greeted me and said “We noticed you ordered flowers for your mother last year at this time. Would you like to repeat that order?” My jaw dropped! I was so happy to be saved at the last minute by someone who was prepared to help, and who sought me out to provide that help. She went on to say “Last year you ordered and arrangement in the $75 range and had specific instructions to omit carnations and lilies. Do you want to modify your order or keep it the same?” Someone sincerely cared and was ready to make a difference in someone’s life. Of course, I repeated the order. I immediately became a recommender of this florist to my family and friends.
What really hit home for me in this situation was that this is a small town florist. Not a big franchise or national chain. This florist does not have deep pockets for databases, analytics, or journey mapping software. This is a mom and pop shop that just wants to make people happy and be profitable. We hear so much about big data – is it too much, not enough or just right? But is anyone using that data to make a difference? Just take action and use the data!
Sometimes it just takes the common sense of a mom and pop shop that knows if they remember important days for their customers, they could make a sale, connect to someone’s situation, provide considerable value and maybe get a lot of repeat business and referrals from that one simple task. How complicated was it for this shop to just put the date on the calendar for next year and then call the customer? It wouldn’t have mattered if no one had taken action.
As we wrap up last week’s special CX celebration, let’s not forget that CX requires that we take action. All the big data, technology, tools and analytics in the world won’t create any improvement if we don’t take action on it.
Do you employ any simple, low cost, low-tech Customer Experience activities that make you successful? I am interested in knowing what you are doing. Please share your successes, tips or lessons learned with the readers and me. Together we can raise the bar on customer experience.
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