Week 4: CX Leadership & Implementation program ~ Summer 2021
Week 4 of our CX Leadership & Implementation Summer program is done and dusted!
Key takeaways from week 4: "Enlightenment through Insights & Comprehension"
A business is nothing without its customers. Despite this indisputable fact, some businesses try to manage without paying any sort of special attention to their customers’ needs. They focus on their own ideas and assumptions without stopping to listen to how relevant or effective they are. Those businesses miss opportunities to improve every day!
When working in CX, it is crucial to show customers that their voices are being heard.
The discipline of Customer Understanding implies “a set of practices that creates a consistent shared understanding of who customers are, what they want and need, and how the perceive the interactions they’re having with your company today.” There are many ways organizations can build a strong customer understanding.
We focus mostly on the following six customer understanding methods. Successful organizations should be able to tell a story that illuminates each practice:
Interesting to note that all these methods can leverage storytelling- an extremely powerful tool in customer understanding as it allows us to relate to our customers and connect with them emphatically. Google demonstrated a fantastic example of this with their 2013 Reunion Commercial. After India won its independence from Britain in 1947, a partition was set, separating India into two new countries: India and Pakistan at the time. This partition affected nearly everyone involved and tore apart families and friendships. The commercial tells the story of two older men who were childhood friends before the partition and were able to reconnect by using Google. It employs the strategy of journey mapping to show the customer experience at each step in the process of using Google. This touching ad displays the efficacy of storytelling in showing understanding of customers and demonstrates the power of emotions in making memories.
A related way to develop customer understanding is to connect with the values of the customer. Tesla is an excellent example of this; customers are willing to spend the money on these cars because they are in alignment with their values – environmentally conscious in this case. Tesla cars sell themselves with $0 devoted to marketing because they are following the New Economic Order: selling on the alignment of beliefs vs. needs.
In discussing customer understanding we must also familiarize ourselves with failures in customer understanding. These occur due to gaps between what the customer expects and what actually occurs. These can be a gap in knowledge, standards, delivery, communications, or experience. It is when one or more of these gaps occur that customers complain or that the brand perception erodes.
We as CX professionals can appeal to the customers values or tell a story to tap into their empathetic sides but at the end of the day one thing is true: customers want their voices to be heard. Therefore, we must work hard to understand the motivations of our customers and truly listen to their feedback.
Next week we will learn the technique that allows us to truly set into the shoes of our customer with our real life Customer Journey Mapping Workshop.
Our next CX leadership & Implementation will start the 7th of September 202. Click here for the course details.
Please contact us on firstname.lastname@example.org for more information on our CX Leadership & Implementation Program