The importance of trust in customer experience

1 Peter Merholz President, Adaptive Path e: peterme@adaptivepath.com t: @peterme The Economist , Ideas Economy: Human Potential September 2010

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Image Frame BusinessWeek’s 2010 “Customer Service Champs”

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Image Frame Photo of whiteboard from session

Win Win Lose Lose CUSTOMERS BUSINESS YAY!

Image Frame CUSTOMERS /EMPLOYEES MANAGEMENT

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Image Frame 27. Southwest 35. JetBlue 55. Continental 79. Delta 85. United 113. Northwest 121. US Airways Forrester’s 2010 Customer Experience Index

“ Colleen [Barrett] is primarily responsible for the humanistic culture that we have at Southwest today...One of the really significant things she did was give our people on the front line a lot of flexibility. Basically, she ascertained that we could not anticipate every situation that would evolve in a given station at a passenger terminal. Therefore, she told our employees--and meant it--that as long as you are leaning toward the customer, you are OK... They did not need to ask permission from anybody to do so.” Herb Kelleher, founder of Southwest Airlines

Rule #1: Use best judgment in all situations. There will be no additional rules. from Nordstrom’s Employee Handbook

Image Frame Slide from CEO Reed Hasting’s “Culture” presentation

Image Frame ForeSee Results Top 100 Retail Satisfaction Index 2010

Image Frame Blockbuster Video Netflix

Human Potential?

Potential to be Human

Thank you! e: peterme@adaptivepath.com t: @peterme

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The importance of trust in customer experience

by Adaptive Path on Nov 22, 2010

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The importance of trust in customer experience — Presentation Transcript