Understanding the Evolving Aspects of Customer Experience
John D. Hanson, a proven customer service leader, has professionally engaged customers & team members by adding value in every career opportunity. A passionate advocate of Customer Experience, he brings to the table years of expertise in Customer Service and Customer Experience. He is also a leading keynote speaker at CX platforms and is the author of the book, ” 7 ways menu: Wow your customers”
We had the pleasure of asking him a few questions on the evolving aspects of CX and here is what he had to say.
Q and A session with John Hanson, Customer Experience Expert.
1) Would you say that the modern customer is no longer loyal, considering the range of options one has?
not! A global ZenDesk survey revealed that within 5-10 years,
purchasing decisions will be based on the companies customers Know, Like
& Trust, not price or brand recognition. Because relationships
will be treasured, businesses that are forward thinking have the
opportunity to design & implement processes and communication that
will engage, add value and resonate with their customers. It will not
be solely focused on the product or service they provide; it will be the
holistic package of how the business engages all of their
Loyalty is a 2-way street. While customers may have the spending power, businesses have a far greater power: the ability to positively impact every human touchpoint of their organization, on a global scale. Consciousness will trump convenience, and value will no longer mean the lowest price but the highest endeavors.
2) How can you add Empathy into the process of Customer journey mapping?
have been strongly empathetic for as long as I can remember. This has
served me well in the realm of the Customer Experience. But what about
personalities that are not naturally able to easily slip into someone
else’s shoes? Can an organization teach anyone to be more empathetic?
Absolutely! Emotions are the key.
all have them, and whether we believe it or not, make decisions with
them. By first identifying the emotions that are present in every
transaction, both from the customer and the team member serving them, we
are able to more quickly recognize the strong emotions behind both
positive and challenging interactions. By separating the emotions from
the situation, we are able to do what I call, Q-TIP: Quit Taking It
Personally. The emotions wrapped up in the transaction do not yet have
anything to do with the team member involved. How the team member
handles the interaction going forward can add to the strong emotion
already in play, or create a brand new one.
and mapping the emotions of the customer and team members helps to
provide a holistic picture of the journey. Without isolating the
emotions of all the people involved, we cannot create a realistic CX
plan that will succeed in the long run.
3) How can brands keep up with the evolving customer expectations?
personal definition for Customer Experience is this: Customer Service
is what we provide to our customers; Customer Experience is what they
take away. It’s our brand. Even more importantly, I believe that it is
essential to identify & engage all 4 types of customers through
Customer Discovery: Identifying & Engaging All 4 Customer Types.
than applying this term simply to paying customers we may not have
found yet, I introduce a globally-unique concept that reveals most CX
efforts only engage 25-50% of all customers. The 4 types are the
External Customer (the ones who pay us), the Internal Customer (our team
members, leadership, suppliers, and professional network), the Inner
Circle (our family, close friends, mentors & coaches), and The Most
Important Customer. Where did I discover these 4 types of customers?
The Dictionary, of all places! I would love to share the 4 customer
types with you in greater detail.
For now, let me leave you with this thought: the disrupters, in every industry that is notorious for poor service, share one vital aspect: every human touchpoint of their organization is engaged. No matter what size or type of business, if they neglect to invest in 100% of the human relationships at play, they will never be able to achieve lasting, generational success. And isn’t that what the Customer Experience is all about: win/win relationships.