There are so many things that impact our customers and their experience. When you’re starting to sort this out (and even after you think you know) often times it’s hard to know what variables to focus on. What aspect of the experience deserves the most attention? What are the emotions that are most important to evoke? It can be very confusing and overwhelming.
As a customer, hearing this is, at minimum, a letdown. As a customer experience consultant, hearing this represents an experience failure. Organizations may try to whitewash it away by describing it as “something we’re working on” or “a service irregularity” or “service exception,” but it is simply, a fail.
There are plenty of ways to look at the sometimes competing interests of the desire for maximum return on investment and the desire to use a superior customer experience as a point of differentiation for competitive business advantage.
On the one hand there is an orientation that an organization should provide the minimum acceptable experience to generate the maximum profit and at the other end of the spectrum an organization should provide the maximum experience an enterprise can afford to build a sustainable long term advantage.