{"id":358682,"date":"2022-05-17T16:09:45","date_gmt":"2022-05-17T23:09:45","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=358682"},"modified":"2024-02-14T05:10:54","modified_gmt":"2024-02-14T05:10:54","slug":"five-words-you-should-always-associate-with-cx-tuesday-cx-thoughts","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/five-words-you-should-always-associate-with-cx-tuesday-cx-thoughts\/","title":{"rendered":"Five Words You Should ALWAYS Associate With CX\u00a0\u2014 Tuesday CX Thoughts\u00a0"},"content":{"rendered":"\n

When talking about <\/span>customer experience<\/span> with some practitioners, we tend to get caught up in discussions about <\/span>customer journey<\/span><\/a>, <\/span>financial linkage analysis<\/span>, <\/span>customer experience strategy<\/span><\/a> and <\/span>customer experience touchpoints<\/span><\/a>.  If you are speaking with a <\/span>customer experience software platform<\/span> provider, you\u2019ll likely start hearing more industry jargon like <\/span>customer feedback loop<\/span><\/a>, <\/span>sentiment analysis<\/span><\/a>,<\/span> or <\/span>social media analysis<\/span><\/a>. Even myself, when talking to new acquaintances about \u201cwhat I do for a living\u201d I tend to fall back on the things we bring to the market: <\/span>Voice-of-the-Customer<\/span><\/a> surveys and <\/span>CX Enterprise Software<\/span><\/a>.<\/span><\/p>\n\n\n\n

However, when we think about Customer Experience and even <\/span>Employee Experience<\/span><\/a>, we should always keep in mind the \u201cwhy\u201d behind all these tools, features, and services.  Just like I wrote recently in \u201c<\/span>What’s Your Ideal Voice of the Customer Approach?<\/span><\/a>\u201d for CMS Wire, surveys are only the beginning.  Here are five words that you should be thinking about when you think about Customer Experience:<\/span><\/p>\n\n\n\n

    \n
  1. Emotions<\/span> – as someone that has a strong focus on operations related to customer experience, I know how easy it is to forget the emotional element of customer experience.  Consider that when all else is equal, it will be the customers\u2019 emotional relationships with the brands that will determine which brand is selected.  If you\u2019ve ever read the Wallet Allocation Rule, the core premise revolves around the share-of-wallet and the decision process.  <\/span><\/li>\n\n\n\n
  2. Empathy – this is what customer experience measurement is all about.\u00a0 Trying to understand things from the customers\u2019 perspectives.\u00a0 Whether it is B2C or <\/span>B2B focused<\/span><\/a>, your survey should be that connection between what happened to the customer and how they feel about those experiences.\u00a0 Not an easy assignment, think about how difficult that is with someone you know well.\u00a0 Now try to understand and share the feelings of thousands of customers that you don\u2019t know on a personal level.\u00a0 However, just because it isn\u2019t easy, doesn\u2019t mean we shouldn\u2019t pursue that.\u00a0Customer empathy<\/a> should be considered in every <\/span>customer journey map<\/span><\/a>, customer experience survey and reporting dashboard.\u00a0 If you want to learn more about empathy at scale, listen to this <\/span>podcast<\/span><\/a> from Anthrolytics.\u00a0\u00a0<\/span><\/li>\n\n\n\n
  3. Delight<\/span> – this is often completely misinterpreted in my view.  Delight doesn\u2019t simply come from a Promoter or Top Box score, it has to be earned during every transaction.  Keep in mind that something that delights you in this transaction, will be a standard for the next transaction – so it has to be sustainable.  I wrote about that before <\/span>here<\/span><\/a>, and will write about it again no doubt.  <\/span><\/li>\n\n\n\n
  4. Experience<\/span> – the \u201creally?\u201d moment of this list.  I can hear it now: \u201cExperience is in the phrase Customer Experience\u201d.  Absolutely, but too often I see companies forget that it is about improving experience and instead begin to focus on the scores, closed-loop resolution and linkage analysis.  All very important, however if you are not gathering this data to improve the customers\u2019 <\/span>experience<\/span>, then you\u2019ve lost focus or never had good intentions when you launched your program.  It is a core reason we have <\/span>Outer Loop<\/span><\/a> as part of our QuestionPro CX platform.  Experience improvement plans start with strategy at the top that is executed by the front line.  If all you do is respond to complaints, you are improving the experience on an ad-hoc basis and not really improving the overall experience with a focus on Delight (see above).<\/span><\/li>\n\n\n\n
  5. Customer<\/span> – the next \u201creally?\u201d I already hear you thinking.  However, I have been in so many meetings about Customer Experience where the customer is rarely mentioned.  There are so many customer stories that should be discussed, instead there is a focus on the direction of KPIs, drivers analyses, sentiment analysis and response rates.  All too often, when the news is bad it is easy to blame all these things – and sometimes even blame the customer (yes, I\u2019ve heard \u201cThey don\u2019t know how good they have it with us\u201d coming from an executive when referencing their customers).  In any organization, I urge management teams to take some time from two perspectives, that of the frontline employees and that of the customers based on the personas developed.  It is not the same to be a customer knowing that – if something goes wrong – you can pull your \u201cI work here\u201d card and get something fixed.  Go home with that purchase and be forced to understand the post-transaction process a customer encounters.  Call the contact center from an unknown phone to understand the experience.  As a loyal high-status customer to an airline, I already know that I experience my transaction differently than most customers, I get connected immediately.  Employees also know how to bypass the protocols, but that disconnects them from the reality of their customers.<\/span><\/li>\n<\/ol>\n\n\n\n

    You probably already feel like these five words are a part of your Customer Experience program, but take some time to put each of these in you next huddle agenda and see if you are really taking them seriously.  <\/span><\/p>\n\n\n\n

    Looking to deliver an exceptional customer experience?<\/strong> Discover more about how to delight your customer at every touchpoint and turn them into brand advocates.<\/p>\n\n\n\n

    Learn more about QuestionPro CX<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    When talking about customer experience with some practitioners, we tend to get caught up in discussions about customer journey, financial […]<\/p>\n","protected":false},"author":46,"featured_media":358683,"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":"\nFive Words You Should ALWAYS Associate With CX\u00a0\u2014 Tuesday CX Thoughts\u00a0 | QuestionPro<\/title>\n<meta name=\"description\" content=\"For Customer Experience, surveys are just the beginning. Here are five words that you should be thinking about when you think about Customer Experience. 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