{"id":121286,"date":"2021-07-20T05:05:25","date_gmt":"2021-07-20T12:05:25","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=121286"},"modified":"2023-08-10T08:08:40","modified_gmt":"2023-08-10T08:08:40","slug":"tuesday-morning-cx-thoughts-shifting-c-xpectations","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tuesday-morning-cx-thoughts-shifting-c-xpectations\/","title":{"rendered":"Tuesday Morning CX Thoughts \u2013 Shifting C-Xpectations"},"content":{"rendered":"<h2>Building that relationship<\/h2>\n<p><span style=\"font-weight: 400;\">I\u2019m very fortunate to have worked across so many different and varied industries in my career.\u00a0 From consumer facing retail, travel\/hospitality, automotive and financial services all the way to business-to-business categories in professional services, software and (again) financial services.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One core element in <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/cx-strategy.html\"><span style=\"font-weight: 400;\">customer experience strategy<\/span><\/a><span style=\"font-weight: 400;\"> is building a relationship with customers. This is a relationship based on mutual trust and mutual gain.\u00a0 This seems simple, but the challenge is quite unique in each of those industries I mentioned above. In retail, the proposition seems easy to understand, prices on products are not negotiated at the point of sale for the most part and the value comes in the form of service and convenience to highly commoditized products.\u00a0 With some variations, that is true for many of the consumer facing industries.<\/span><\/p>\n<p style=\"text-align: center;\"><em><strong>LEARN ABOUT:<\/strong> <a href=\"https:\/\/www.questionpro.com\/blog\/time-to-value\/\">Time to Value<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">In the B2B world however, that dynamic is quite different.\u00a0 As one of my bosses once told me: \u201cAll customers lie\u201d.\u00a0 He was not inferring that there was anything malicious or that we could not trust our clients.\u00a0 Only that the entire process &#8211; from marketing awareness to client success all the way to ongoing maintenance &#8211; was a negotiation.\u00a0 In a negotiation, some cards are never revealed, like poker.\u00a0\u00a0<\/span><\/p>\n<h2>Should customers expect everything?<span style=\"font-weight: 400;\">\u00a0\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Most customers and clients have only three demands: they want it faster, better and cheaper.\u00a0 Most providers tend to offer in combinations of two:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can have better and faster, but it won\u2019t be cheap<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can make it faster and cheaper, but it won\u2019t be better<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can have it better and cheaper, but it won\u2019t be fast<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Of course, these are generalizations, but it tends to lend itself well in how operational-minded individuals will tackle solutions to problems.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In my work recently with a client, they wanted all our top experts on the phone for a discussion.\u00a0 Realistically, the prized talent on my teams should have at least an hour each to provide their insights to the client for their maximum benefit.\u00a0 However, as the audience on their side was also limited in availability much in the same way, we worked our schedules around to accommodate them.\u00a0 Then there was the first cancellation of the meeting, then the second.\u00a0 They wanted the best very quickly, the shifted priorities.\u00a0 While I did not want to, I told them that the next meeting &#8211; regardless of if it continued &#8211; would count against their hours.\u00a0 After some initial pushback, the meeting was scheduled and everyone attended.\u00a0 When it was only our time on the line, it was easy to cancel or postpone the meeting, when both parties had something to lose, there was a common understanding.\u00a0<\/span><\/p>\n<h2>Building a common understanding<\/h2>\n<p><span style=\"font-weight: 400;\">Ultimately, the situation was not \u201cwon\u201d by anyone, rather we were able to demonstrate the mutual value of each other&#8217;s time.\u00a0 The <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\"> is not about giving the customer everything.\u00a0 Too many customer experience programs fall into the trap of focusing on the efforts of <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/closed-loop\/case-management.html\"><span style=\"font-weight: 400;\">closed-loop feedback<\/span><\/a><span style=\"font-weight: 400;\"> (CLF) without looking at the broader picture.\u00a0 Features like CLF, <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/npsplus-its-more-than-just-an-nps-score\/\"><span style=\"font-weight: 400;\">NPS+<\/span><\/a><span style=\"font-weight: 400;\"> and\u00a0 <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/cx-dashboard-features-customizable-widget-and-tracker\/\"><span style=\"font-weight: 400;\">dashboards<\/span><\/a><span style=\"font-weight: 400;\"> are all key elements to understanding the customer experience, but the value will come in the higher level analysis of all the information gathered across the entire journey.\u00a0 Both the value for the customer as well as the value for your brand.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The benefit should be mutual.\u00a0 Customers should recognize and value the time, effort and expense put forth by the company they patronize just as the company seeks to honor the same from the customer.\u00a0 As a result, key elements like closed-loop feedback should have their own strategies.\u00a0 As I\u2019ve written many times before, it isn\u2019t just about responding to customers that complained.\u00a0 That \u201cinner loop\u201d is important, but looking at the operational components that failed in each case and understanding where processes can be improved is even more important.\u00a0 <\/span><span style=\"font-weight: 400;\">This \u201couter loop\u201d will build value &#8211; and a common understanding &#8211; for both the company and the customer.\u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Analyzing the root cause like we do with NPS+ allows a company the ability to assess an operational issue, understand the financial impact (to the customer and the company) and place value on process changes.\u00a0 This will be true across industries, which is why we see this as a key element for programs moving forward.\u00a0 You can read more about that soon.\u00a0 Until then, I have a meeting to reschedule.\u00a0\u00a0<\/span><\/p>\n<p class=\"p1\"><strong>Looking to deliver an exceptional customer experience with <a href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener\">QuestionPro CX<\/a>?<\/strong> Discover more about how to delight your customer at every touchpoint and turn them into brand advocates.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/www.questionpro.com\/a\/showEntry.do?classID=1063&amp;sourceRef=home-cx\" target=\"_blank\" rel=\"noopener\"><button>Access your CX 10-day free trial now<\/button><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building that relationship I\u2019m very fortunate to have worked across so many different and varied industries in my career.\u00a0 From [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":116736,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169,170],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tuesday Morning CX Thoughts \u2013 Shifting C-Xpectations | QuestionPro<\/title>\n<meta name=\"description\" content=\"Analyzing the root cause allows a company the ability to assess an operational issue, understand the financial impact and place value on process changes. 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