In the software world, all vendors love to talk about how their product is easy to use, how user friendly it is and other combinations of words to describe product usability. But, does product usability equate to customer experience? No. Product usability is necessary but not sufficient for a good customer experience. In fact, good products can still deliver awful customer experience. Read about Apple below.
Customer experience encompasses every interaction your customer has with your product AND your company. Everything from the initial sales call, product evaluation, buying process, product packaging, product usage, calling your customer support, product upgrade and everything else the user experiences as long as he is a customer of your company. It starts from the very first phone conversation and never ends as long as the user remains your customer.
What this means is that there is a lot more to customer experience than just your product. It is a lot more emotional than physical. If your customer support person does not solve the customer’s problem, it equates to bad customer experience. If your product does not work as intended, it is bad customer experience. If you try to charge unjustifiable fees to allow the customer to upgrade, it is bad customer experience. If your install is complicated, it is bad customer experience. Surprising the customer with hidden charges (example, high shipping costs on eCommerce site) equates to bad customer experience. If your customer has to deal with long hold times when they try to reach your customer support, it is bad customer experience. And bad customer experience is what makes customers bolt to your competitor’s products.
Thus, it is very obvious that customer experience is a cross functional effort and to do this right, you need executive mandate. Such a mandate should come right from the top – from the CEO of the company. It should permeate across the organization. To get this right, it needs to be part of the employee training, it should be drilled into new employees. I would go as far as saying that you should not hire a candidate if you feel that he does not have the personality or will not be able to commit to delivering good experience to your customers. This is easier said than done. It takes a lot of effort and just talk is not going to work.
Now, what companies deliver such great customer experience? Southwest Airlines comes to mind because of all the positive things I have read about them. Their ads about bags fly free resonates so much with me. Does Apple deliver a good customer experience? NO! They deliver an awesome product experience for sure with their awesome products. But have you worked with their customer support? You will feel that you are dealing with a different company that is arrogant and does not care about you.
I try my best to keep my employer out of my blog posts. But in this particular post, I am going to break this rule. I work at Gazelle.com and to deliver what we call “crazy awesome experience” is our core value #1. We track and watch NPS scores like hawks. We measure everything related to customer touch points. We are paranoid about it. We have an executive level position whose title is Vice President of Customer Experience. Are we perfect? Absolutely not. We still have a long way to go. Do we work hard at it – absolutely. Believe it or not, our NPS scores are comparable to some of the well established eCommerce giants that are considered standards for their customer experience. But we want our customers to keep us honest. We do occasionally screw up, but we expect our customers to call us on it so that we can continue to improve what we do.
What do you think about customer experience? Do you agree with my definition? Please share your perspective via comments.
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