The importance of trust in customer experience

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For The Economist's 2010 Ideas Economy conference on Human Potential, I spoke about the need for businesses to embrace trust if they're going to deliver great customer experiences.

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The importance of trust in customer experience

  1. 1. The Economist, Ideas Economy: Human Potential September 2010 1 Peter Merholz President, Adaptive Path e: peterme@adaptivepath.com t: @peterme The Economist, Ideas Economy: Human Potential September 2010
  2. 2. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  3. 3. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  4. 4. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  5. 5. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  6. 6. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  7. 7. The Economist, Ideas Economy: Human Potential September 2010 Image Frame BusinessWeek’s 2010 “Customer Service Champs”
  8. 8. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  9. 9. The Economist, Ideas Economy: Human Potential September 2010 Image Frame Photo of whiteboard from sessionPhoto of whiteboard from session
  10. 10. The Economist, Ideas Economy: Human Potential September 2010 Win Win Lose Lose CUSTOMERS BUSINESS YAY!
  11. 11. The Economist, Ideas Economy: Human Potential September 2010 Image Frame CUSTOMERS /EMPLOYEES MANAGEMENT
  12. 12. The Economist, Ideas Economy: Human Potential September 2010 Image Frame
  13. 13. The Economist, Ideas Economy: Human Potential September 2010 Image Frame 27. Southwest 35. JetBlue 55. Continental 79. Delta 85. United 113. Northwest 121. US Airways Forrester’s 2010 Customer Experience Index
  14. 14. The Economist, Ideas Economy: Human Potential September 2010 “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
  15. 15. The Economist, Ideas Economy: Human Potential September 2010 Rule #1: Use best judgment in all situations. There will be no additional rules. from Nordstrom’s Employee Handbook
  16. 16. The Economist, Ideas Economy: Human Potential September 2010 Image Frame Slide from CEO Reed Hasting’s “Culture” presentation
  17. 17. The Economist, Ideas Economy: Human Potential September 2010 Image Frame ForeSee Results Top 100 Retail Satisfaction Index 2010
  18. 18. The Economist, Ideas Economy: Human Potential September 2010 Image Frame Blockbuster Video Netflix
  19. 19. The Economist, Ideas Economy: Human Potential September 2010 Trust
  20. 20. The Economist, Ideas Economy: Human Potential September 2010 Human Potential?
  21. 21. The Economist, Ideas Economy: Human Potential September 2010 Potential to be Human
  22. 22. The Economist, Ideas Economy: Human Potential September 2010 22 Thank you! e: peterme@adaptivepath.com t: @peterme

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