Many CX professionals have advocated CX as strategies that explain customer journey mapping, the Peak End Rule, or innovative speed technologies among others. And they’ve done it so often for so long that “CX” has been the traditional term for many business leaders. But no more. This is our time for a CX Revolution!
To paraphrase John DiJulius’ battle cry, it’s time for a CX Revolution! Let’s be revolutionary to transform CX Into CXM, customer service to customer CARE, and customer service training to an education in customer CARE or customer CARE University.
Even though we want to revolutionize CX, we will still follow the Rule of Three. Why only three? Because nobody can remember Number Four. Neil Armstrong was the first man to walk on the face of the moon. It was number four? George Washington was the first President of the United States. Who was number four? Who was the first president of the United States? Of course, George Washington. Who was Number Four? Who was the first person on the moon? Neil Armstrong. But who was Number Four?
Why do we have so much difficulty in remembering who is Number Four? It’s because most of us can only remember up to three things. In the very beginning, there were only three TV channels using only three letters: ABC, NBC, and CBS. We remember our favorite sports leagues like the NFL, NBA, MLB, and NHL. Aladdin’s genie had three wishes. The Werewolf confronted Three Little Pigs. And Goldilocks stumbled onto the home of the Three Bears. When you were in school, what did they teach you if you were ever to catch on fire? Stop, Drop, and Roll. If good things come in threes, what does that make Number Four?
With that in mind, here are three QUI TAKEAWAYS that will be revolutionary at first, but once discussed many times over, will be viewed as traditional by many business professionals.
QUI TAKEAWAY: CX versus CXM
QUI TAKEAWAY: Customer service versus customer CARE
QUI TAKEAWAY: Customer service training versus customer CARE education
I’ll explain the first QUI TAKEAWAY. The other two will come separately in the next two weeks.
First QUI TAKEAWAY: Customer service is what you do for your customers. Customer experience is how your customers feel about what you did. Customer experience management is what you do before, during, and after you find out how customers feel about what you did. Customer loyalty is how your customers feel about what you did again and again.
Customers pay for their experience, not your product or service. And they pay for THEIR experience, not yours. It’s all about them, never about you. Business management expert and author @Tom Peters said, “Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms. Perception is all there is!”
In other words, customers buy with emotion and justify their decision with reason. They seek the best emotional value in their entire experience, not the minutiae of your best price, product, or service, virtual or physical locations, AI, chatGPT, online, live chat, telephone, or face-to-face customer support, and the many other details of your business experience. In this their experience, not yours. So, it’s the best emotional value in their experience, not your best customer journey mapping, Peak End Rule, NPS, CSAT, CES or other CX metric strategy of your experience.
You may have been happy because your customers felt satisfied with their experience. But that’s not good enough. Satisfied customers feel that their experience is good, not better, just average. Nobody raves about average. And satisfied customers will leave as soon as they find an experience that is emotionally better or a price that is less expensive.
In the end, customer experience or CX is about the emotional value of the experience of customers. Customer experience management or CXM is how businesses prioritize the best emotional value for their customers over the best product, service, or technology, or CX strategy of your business experience.
Revolutionary now. But later, oh, so traditional.
Stay tuned for the second QUI TAKEAWAY.
#customerservice #customerexperience #custserv #custexp #cx
BILL QUISENG | Deliver the World's Best Customer Experience 
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