Many organizations want a silver-bullet solution for Customer Experience, one quick thing they can do that will fix everything. However, there isn’t one for Customer Experience. It takes constant attention and small, deliberate changes to improve Customer Experience. When faced with this expectation from my clients, I think of what Prime Minister Winston Churchill told his cabinet after the election: “I have nothing to offer but blood, toil, tears, and sweat.”
People read books and watch TED talks that tell us how people changed this one small thing, and sales went up by 50 percent. While those results make great stories, they are not the norm. Moreover, these tales set unrealistic expectations.
We discussed this problem with unrealistic expectations and the
silver-bullet-solution mindset on a recent podcast. The reality is few simple changes exist that result in massive permanent advantages. Many Customer Experience enhancements require continual adjustments that produce incremental improvement.
In our podcast called, “Is This One of the Most Important Jobs in Business Today?”, our guests discussed how they wish everyone understood that the area of Behavioral Science is too complex to have a simple solution available for Customer Experience improvement.
Moreover, people often misunderstand science, thinking it has all the answers. However, it is the lack of answers that drives science. The scientific method starts in uncertainty and moves into testing to find answers.
Understandably, we want this non-existent simplicity for the complex, multi-faceted area of Customer Experience. From an evolutionary-psychological perspective, people want things easy. We want to expend as few resources as we can to get the maximum output possible. We want to avoid hard work and conserve energy. It is not a criticism; it’s how human beings are. We look for the most straightforward thing we could do to solve our problems.