{"id":440328,"date":"2022-09-13T12:06:02","date_gmt":"2022-09-13T19:06:02","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=440328"},"modified":"2024-06-28T16:49:33","modified_gmt":"2024-06-28T23:49:33","slug":"3-non-tangible-elements-in-experience-tuesday-cx-thoughts","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/3-non-tangible-elements-in-experience-tuesday-cx-thoughts\/","title":{"rendered":"3 Non-Tangible Elements in Experience \u2014 Tuesday CX Thoughts"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><span style=\"font-weight: 400;\">Last week, I wrote about the baseball strike zone and what players, managers and fans demand most from the league and umpires. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Leaving the \u201cfun\u201d world of sports for a moment and looking at our everyday lives, I spoke about \u201cdefinition\u201d and \u201cconsistency,\u201d and that is what most expect in their jobs, their experiences (not just limited to <\/span><span style=\"font-weight: 400;\">customer experiences<\/span><span style=\"font-weight: 400;\">, but also reaching out into activities and events) and even their friends.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Faster, better, and less expensive<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">When it comes to our lives, we also expect to have some \u201cempathy.\u201d&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">All three of these ideas seem fair and straightforward, <a href=\"https:\/\/www.questionpro.com\/blog\/the-anatomy-of-a-strike-tuesday-cx-thoughts\/\" target=\"_blank\" rel=\"noopener\">but as I discussed last week<\/a>, the execution of these ideas and the variation of the human element complicates matters. We try to simplify it by asking our <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/\"><span style=\"font-weight: 400;\">customer experience software platform<\/span><\/a><span style=\"font-weight: 400;\"> to automate feedback and even responses in a <\/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;\"> system, but that can often backfire.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Someone I once worked with said there are three things demanded by clients: faster, better and less expensive. He said that clients could only have two:<\/span><\/p>\n\n\n\n<ul>\n<li><span style=\"font-weight: 400;\">Faster and better will be more expensive<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Less costly and quicker will diminish the quality<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Better and less expensive will take time<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">All fair points on his part (and as an operation individual, I certainly understand the sentiment), but it still doesn\u2019t provide everything the customer wants (or sometimes needs).<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1004\" height=\"564\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2022\/09\/TCXT-Meta_images-12.gif\" alt=\"\" class=\"wp-image-440329\"\/><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\">3 non-tangible elements that NEED to be part of your CX strategy<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Having some parameters to begin a discussion is great, but also recognize that the emphasis on each will change. That is also true in these three non-tangible elements that should be a part of a <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/cx-strategy.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">customer experience strategy<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Just like those ideas above, they are not always easily measured or understood &#8211; by both the customers and the company. Regardless, you should always strive to have these embedded in your <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-map\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">customer journey<\/span><\/a><span style=\"font-weight: 400;\"> and your <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-touchpoints\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">customer experience touchpoints<\/span><\/a><span style=\"font-weight: 400;\"> measurement across the entire <\/span><a href=\"https:\/\/www.questionpro.com\/cx\/why\/journey-mapping.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">journey map<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p><strong>1. Definition<\/strong><span style=\"font-weight: 400;\"> &#8211; Quite simply, <strong>define expectations<\/strong> for customers.&nbsp; <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">As <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/the-anatomy-of-a-strike-tuesday-cx-thoughts\/\"><span style=\"font-weight: 400;\">mentioned last week<\/span><\/a><span style=\"font-weight: 400;\">, that is much easier said than done.&nbsp; I\u2019m probably as guilty as anyone in that I will create a definition, but I\u2019m defining it in terms I understand.&nbsp; Then I\u2019ll leave out \u201cassumed\u201d parts, which is one of the worst mistakes.&nbsp; <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When creating a <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/customer-journey-map\/\"><span style=\"font-weight: 400;\">customer journey template<\/span><\/a>,<span style=\"font-weight: 400;\"> you will undoubtedly know that you must look at the internal and external perspectives. You\u2019ll likely list two columns for it. You\u2019ll ask the user to break down the journey into \u201cmicro-journeys\u201d so it shows specific actions and\/or reactions that the customer must take to complete the process.&nbsp; <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">I\u2019ve seen some highly detailed examples, yet many times it doesn\u2019t say the most important thing up front: \u201cWhy are we doing this?\u201d We need to view the journey map from the perspective of our goals in taking on this work, not just <em>doing it<\/em>.&nbsp;<\/span><\/p>\n\n\n\n<p><strong>2. Consistency<\/strong><span style=\"font-weight: 400;\"> &#8211; Once you define expectations for your customers, <strong>you<\/strong> <strong>have<\/strong> to meet those expectations.&nbsp; <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Suppose your Voice-of-the-Customer program is based on simply managing detractors. In that case, you may be providing consistency, but likely not against the <\/span><b>definition<\/b><span style=\"font-weight: 400;\"> that you have put together to define expectations.&nbsp; If you just respond to detractors, your <\/span><b>consistency <\/b><span style=\"font-weight: 400;\">is terrible.&nbsp; <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">We provide <a href=\"https:\/\/www.questionpro.com\/cx\/closed-loop-vs-open-loop-cx.html\" target=\"_blank\" rel=\"noopener\">Outer Loop tools<\/a> as part of our QuestionPro CX platform so companies can improve on those issues that recur repeatedly. Our <\/span><a href=\"https:\/\/www.questionpro.com\/nps-plus\/\"><span style=\"font-weight: 400;\">QuestionPro exclusive NPS+<\/span><\/a><span style=\"font-weight: 400;\"> allows for identifying root causes that can drive changes to have consistency for the betterment of the customer experience.&nbsp;<\/span><\/p>\n\n\n\n<p><strong>3. Empathy<\/strong><span style=\"font-weight: 400;\"> &#8211; This is always tricky, as it is one of the most overused words in customer experience research &#8211; yet the most <em>underutilized<\/em>.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">When you have <\/span><b>definition<\/b><span style=\"font-weight: 400;\">, it is easy to say that we want <\/span><b>consistency <\/b><span style=\"font-weight: 400;\">which will be in the absence of <\/span><b>empathy<\/b><span style=\"font-weight: 400;\">.&nbsp; Then we attempt to use <\/span><a href=\"https:\/\/www.questionpro.com\/features\/sentiment-analysis.html\"><span style=\"font-weight: 400;\">sentiment<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.questionpro.com\/blog\/tools-to-help-you-analyze-social-media-chatter\/\"><span style=\"font-weight: 400;\">social media analyses<\/span><\/a><span style=\"font-weight: 400;\"> to make an empathetic appeal. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Still, ultimately we are looking to just turn our opportunity for empathy into statistics that we can evaluate and measure. An apology that is not sincere is not empathy. An automated coupon after a detractor survey is not empathy.&nbsp; What makes <\/span><b>empathy <\/b><span style=\"font-weight: 400;\">difficult is that it almost runs contrary to <\/span><b>definition <\/b><span style=\"font-weight: 400;\">and <\/span><b>consistency<\/b><span style=\"font-weight: 400;\">, though <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=mFoJVyyEYas\"><span style=\"font-weight: 400;\">Jonathan Hawkins is correct <\/span><\/a><span style=\"font-weight: 400;\">in asserting that you can have empathy, and at scale.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It comes in how you define your customers\u2019 expectations that you can find a way to have <a href=\"https:\/\/www.questionpro.com\/blog\/customer-empathy\/\">customer empathy<\/a>, consistency and definition that works for everyone.\u00a0 It also means that you will occasionally fail at all three at one time or another, but if you consistently try to do all three, you will succeed in your customers\u2019 eyes.\u00a0 <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Remember, <strong>perfection is not a requirement<\/strong>.&nbsp; Now you just have to put it all together across all your X\u2019s, departments and journeys.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">We are excited to meet you in person!<\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Did you know that QuestionPro XDay will be live and in-person this fall?&nbsp; Join us for a great lineup of speakers and panelists in the AT&amp;T Conference Hotel in Austin, TX, on October 27th.&nbsp; I&#8217;d be moderating the live discussion: Linear, Lucky or Lies: the stories we tell with data, with our guest speakers from MGM Resorts, Google, and Research Narrative. Learn all about it <\/span><a href=\"https:\/\/www.questionpro.com\/xday\/fall-2022\/?utm_source=ken&amp;utm_campaign=cx-xday2022\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp; This is also a great time to speak with our CX and EX consultants and understand the ways you can bring empathy to your customers on a consistent basis.<\/span><\/p>\n\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/www.questionpro.com\/xday\/fall-2022\/?utm_source=ken&amp;utm_campaign=cx-xday2022\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Register Now<\/strong><\/a><\/span><\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/www.linkedin.com\/in\/kenpeterson\/\"><img decoding=\"async\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2022\/05\/author-ken-peterson.png\" alt=\"\"\/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp;Last week, I wrote about the baseball strike zone and what players, managers and fans demand most from the league [&hellip;]<\/p>\n","protected":false},"author":46,"featured_media":440329,"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":[170,1811],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>3 Non-Tangible Elements in Experience \u2014 Tuesday CX Thoughts | QuestionPro<\/title>\n<meta name=\"description\" content=\"In CX we&#039;ll always need definition, consistency and empathy. 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