How Effective is Your Customer Forensics Program?

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DNA had been a star in recent years.  TV shows make it the centerpiece of crime solving programs; the news media throw the label around like they might WMD’s or TSA. DNA is a nucleic acid that contains the genetic instructions used in the development and functioning of all known living organisms.  And, like fingerprints, forensic specialists are able to use the DNA in blood, skin, hair or any bodily fluid located at a crime site to identify the “bad guy.”
 
So, what is the DNA of customer experience?  What if we assumed there was a component in the service encounter across the customer journey unique to each customer?  If we could “crack the customer’s service DNA code” we could fire off a special experience that encouraged the customer to shoot back their loyalty.   We believe the service molecule containing the customer’s unique identity is “Connection.”
 
Connection is the intersection point between a customer[…] Continue…

How Deep is Your Service Attraction?

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Eye candy!  It is such a really cool label.  It should be a phrase that has a terrific reputation.  After all, who doesn’t like candy?  And, “a sight for sore eyes” is a positive and encouraging statement.  Most of us see too much plain vanilla and drab stuff.  But, eye candy has a shady reputation.  It typically means attractive but superficial.
 
It’s like the apple that Snow White ate – it looks really great to take a bite out of, but at the end of the day it will put your customers in a deep sleep and not nourish them long-term.
 
One can also look at how customer service is delivered across your customers’ journey and see a similarity. If your customer service is simply – service eye candy  – “looks good on the outside, but no depth of quality on the inside,”   then your long-term customer loyalty will suffer.
 
We used to call it “show window service.”  You get a sense of potential service eye candy when[…] Continue…

Seeing Your Customers in a New Light

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What would he see or think if you brought in Dr. Indiana Jones to help you better understand your customers?  Or, better still, if Margaret Mead or Ruth Benedict was your customer anthropology coach?
 
At the core, anthropology is the study of humanity.  Social or cultural anthropologists seek to understand how a culture, tribe, family or clan link together through language, myths, mores, beliefs, rituals and symbols.  What is it that makes the Cochiti, Samoans, Kurds, Navy Seals, Hell’s Angels, Hatfield’s or McCoy’s a linked clique beyond their common history or shared place?
 
Customers have many similarities; they also have major differences.  Their sense of sameness comes through a similar reading of signals and symbols with common interpretation.  Their differences lie in their varied reactions to the factors that make them alike.  Today’s Wired and Dangerous customers want what they want, when and how they[…] Continue…

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