Banzai - Nailing The Experience

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Banzai - Nailing The Experience

  1. 1. The Fundamental Truths That Define How Organizations Treat Customers… or “ nailing the customer experience!” The 6 Laws of Customer Experience Research Conducted by Bruce Temkin, Forrester; Presented by Mike Karlsrud, EyeWerx
  2. 2. Or.. You can’t please all the people all the time! Law #1: Every Interaction Creates a Personal Reaction.
  3. 3. Like Physics? <ul><li>Experiences need to be designed for individuals </li></ul><ul><li>Customer segments must be prioritized </li></ul><ul><li>Customer feedback needs to be the key metric </li></ul><ul><li>Employees need to be empowered </li></ul><ul><li>Bottom Line: You Need to Understand Your Customers, Personally . </li></ul>
  4. 4. Or.. It has been and always will be about me, baby! Law #2: People Are Instictively Self-Centered.
  5. 5. Uh, Really? <ul><li>You know more than your customers, so deal with it </li></ul><ul><li>Don’t sell things, help customers buy them </li></ul><ul><li>Don’t let company organization drive experiences </li></ul><ul><li>Bottom Line: Make the shift from self-centeredness to customer-centeredness </li></ul>
  6. 6. Or.. Keep your customers close, and your enemies closer! Law #3: Customer Familiarity Breeds Alignment
  7. 7. Hmmm <ul><li>Don’t wait for organizational alignment </li></ul><ul><li>Broadly share customer insight </li></ul><ul><li>Talk about customer needs, not personal preferences </li></ul><ul><li>Bottom Line: An External Focus Is An Antidote To Internal Politics </li></ul>
  8. 8. Or… I’ll treat our customers like you treat me. Law #4: Unengaged Employees Don't Create Engaged Customers.
  9. 9. People are like vending machines.. <ul><li>Don’t under-spend on training </li></ul><ul><li>Make it easy to do the right thing </li></ul><ul><li>Communicate X 3 </li></ul><ul><li>Find ways and things to celebrate </li></ul><ul><li>Measure employee engagement </li></ul><ul><li>Bottom Line: Customer Experience Depends on Employee Experience </li></ul>
  10. 10. Or… People respect what you inspect. Law #5: Employees Do What is Measured, Incented, and Celebrated.
  11. 11. Do as I do, not as I say… <ul><li>Don’t “expect” people to do the right thing </li></ul><ul><li>Clearly define good behavior </li></ul><ul><li>Watch out for mixed messages </li></ul><ul><li>Bottom Line: Don’t Blame Employees, Fix the Environment </li></ul>
  12. 12. Or… You can’t BS a BS’er Law #6: You Can't Fake It.
  13. 13. Or at least not here, anyway <ul><li>Don’t hide behind the 4 th priority </li></ul><ul><li>Sometimes it’s better not to start </li></ul><ul><li>Advertise to reinforce, not create positioning </li></ul><ul><li>Bottom Line: If You’re Not Committed to Customer Experience, You Can Only Fool Yourself. </li></ul>

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