How big does a company need to get before it is too big to care about Customer Experience? If this week’s news is any indication, telecom customers in the U.S. and grocery shoppers in the UK could find out.
We all can see from surveys like this (#2), or this one(#6), Customer Experience has been a significant area of concern for many CEOs recently. However, in my view, the Customer Experience (CX) movement has plateaued over the past couple of years and I question the real commitment of CEO’s to CX.
Facebook is in hot water with their users regarding the use of personal data. No matter where you are as a Facebook user—or not, as the case may be—we can all learn three crucial lessons from Facebook’s mistakes.
To summarize, the Facebook Cambridge Analytica scandal broke in March. Cambridge Analytica, a data firm that helped Trump win the 2016 election, had the personal data of around 87 million Facebook users. When compounded with allegations that Facebook allowed Russian propaganda and phony headlines to reach and ostensibly influence voters, this news invited scrutiny on how the social media site uses personal data.
Starbucks has announced that it will close more than 8,000 company-owned stores on May 29 to present racial bias education to its employees. This dramatic move is a response to last week’s incident at a Philadelphia Starbucks, where two black men were arrested as they waited for a third man to arrive for a meeting.
The response by Starbucks CEO Kevin Johnson has been impressive. I view it as a good example of a company taking responsibility for its wrongful actions and standing behind its stated values. Values help a company connect emotionally with its customers. But when a company says it believes in one thing and then does something completely opposite, customers notice. They lose trust, and the company loses loyalty.
A lot of business professionals talk about customer loyalty. However, if I’m totally honest, they often don’t know what they are talking about. Or they do know what they are talking about, but what they are talking about is not customer loyalty!
Many of the organizations I have worked with say that customer loyalty means, “the customer buys everything from us.” But buying everything from you does not make them loyal. Great customers? Yes. Loyal customers? Not so fast.
Honest feedback from your customers is the best way to improve any hiccups in your Customer Experience. Social norms, however, can get right in the way of getting that honest feedback, at least in some instances. Overcoming the obstacle of social norms is a crucial activity for today’s Customer Experience professionals. We have X surefire ways to get your customers to talk.
We like to think that influences on our behavior are things of which we are aware. It makes us feel like we are in control. However, forces affect our behavior whether we are aware of them or not. Moreover, the non-conscious influences of which we aren’t mindful have more sway over our behavior than our control-freak selves would like to admit.
Non-conscious influences include the most common one that people talk about, subliminal messages. Subliminal messages come from things we sense, either from our eyes, ears, skin, etc., but of which our conscious mind is not aware. Even though our eyes saw something and it has registered in our brain as having been seen, we are not consciously acknowledging that our eyes saw something.