Customer Experience is the superset of sensations, emotions and perceptions felt by your customers before, during and after product or service use. Enterprise Customer Experience represents the people, internal processes and technology required to listen, guide and engage your customers in the digital world; all towards creating better and enhanced experiences. Designing positive experiences begins with understanding needs and wants. Seems logical right? How else can you understand what your customer’s wants and needs, if you do not listen first?
The very next part is to prove that you are listening, if actions do not result, then it is not really listening at all. Yes, in this day and age, you do need to provide proof. For, example, if you do not plan to take any actions based on what you hear, are you really listening? That said, there are many ways to show that you are listening. The first is transparency, allowing people to see inside the organization where they can witness what you are doing, often at their bequest. The second, more interesting way is to specifically give people what they are looking for, as in information, service or a product enhancement.
To customers, being open means more than simply looking through the window, but being able to walk through the front door and participate. An engaging conversation is one where all voices are heard and respected and no one is simply listening, waiting to talk. In order to improve customer experience, you, your team and the whole organization needs to convert the listening to information that can be used to collaborate, co-create and engage at a personal level with your customers. This will take analyzing the data, providing relevant, consistent content, where and when your customers want it, need it and are expecting it.
It is time to move beyond what needs to be done and why it needs to be done. Some parts of your organization are more advanced than others, some are ready and some are not. The starting point should be clear. What is less clear is exactly HOW to progress in a uniform fashion from understanding what needs to be done, to actually doing it. It is time to progress from departmental Social Media initiatives to organizational digital communication programs. These programs should have defined and coordinated objectives. As the team and understanding of the technology mature, Social CRM is next logical step, with both business and technical integration and a digitally aware customer data model. Internally, CRM will have certain objectives, but it is time to add customer centricity, directed individual engagement and customer collaboration to those objectives. Finally, the end-game, Enterprise Customer Experience. Just my name for it, I suppose, but it seems to fit.
I put together a few slides where I tried to visualize some of my thoughts. The copy is taken from a white paper we just released as well. If you would like a copy of the white paper, please just send me an email mitch.lieberman – at – dri-global.com and I am happy to forward it along.
Social Media Initiatives are too often:
- Departmental and Uncoordinated,
- Loosely defined and with soft qualitative objectives,
- Lacking strong guidance that aligns with corporate vision
- Have little or no Governance or Oversight
- Driven by metrics with unproven value (like, follow, +)
Now to progress from disjointed efforts to coordinated and structured efforts,
Social Communication Programs that are characterized by:
- Multiple, linked digital initiatives,
- Defined and Coordinated goals (across departments),
- Agreed to processes for Content,
- Modestly Mature Governance,
- Data Capture and Burgeoning Analytics,
- Tighter agility to act upon lessons learned.
It takes maturation of the organization to make this progression. It is important to not that up until now the discussion is much less about technology than it is about people and process. Once the organization has matured, it is then possible to reach enhanced customer experience through Social CRM by further integrating more baseline technology, carefully and methodically.
Social CRM sets the course for creating better Customer Experiences, through:
- Coordinated Customer Facing Communication Programs,
- Both Technical and Business Level Integration,
- Advanced Analytics that Improve Customer Insights,
- Mature, Modern, Customer Data Model,
- Personal, Customer level Interactions and Engagement.
Now things start to get very interesting. Just when everyone was comfortable with the buzzwords, we are now ready to dump the term ‘Social’. The team realizes that social is a characteristic of people. The term is dispensed with and for the purposes of Customer Experience, the CRM platform is now in charge of the digital data and used for specific purposes.
It is time to execute CRM, across the Enterprise:
- Data, information and knowledge is universally accessible,
- Content and digital assets are consistent and shared,
- Back-office to front-office Collaboration creates efficiency,
- Customer facing processes are repeatable and embedded,
- Community and Customer Collaboration are part of the platform.
Finally, it is time to complete the
Enterprise Customer Experience vision:
- Customer centricity is a reality,
- Directed engagement at the level of the individual
- Analytics are predictive,
- Customer expectations are understood and met,
- Communications are conversational and collaborative,
- The organization is highly collaborative,
- Organizational culture is mature and ready.
Friend Graham Hill (@grahamhill) took the time to share his thoughts regarding the Morton’s Steakhouse ‘ Surprise Airport Delivery’ last week. I will add my $.02 throughout.
There is an interesting true story doing the rounds of customer service blogs at the moment. In it, Peter Shankman a customer service writer, blogger and regular customer at Morton’s Steakhouse jokingly tweeted to Morton’s that he would like a Porterhouse waiting for him upon landing at Newark airport after a long day on the road. Much to his surprise, when he landed that is exactly what was waiting: a uniformed waiter complete with a steak dinner, some side-orders and silver cutlery. Naturally, Peter was delighted and blogged about it immediately. The twitterverse got hold of it and now everybody is talking about Morton’s, about their greatest/worst experiences at Morton’s and more importantly, putting this forward as a great example of customer service.
But is it really customer service? Or is it something entirely different?
Let’s dissect what happened a little and see. Morton’s is a medium-priced steak restaurant (a three course dinner for two costs $110). Peter is a regular customer at Morton’s. He is also a customer service writer with books about ‘outrageous PR stunts that work’ and social customer service, and he has 110,000 twitter followers. He jokingly said he would like a steak upon landing at Newark but didn’t expect it to be delivered. He was clearly delighted when it was. To delight Peter, once Morton’s had decided to respond, it had to monitor Peter’s flight status, time the cooking of a steak dinner to perfection, get it the 35 miles to Newark airport on time and take a waiter out of restaurant duty to do it. Clearly, the cost to Morton’s of providing this delightful experience would probably take tens, if not hundreds of extra visits by Peter, over and above the ones he would normally make, for them to ever have a hope of recouping the money spent.
As Steve Vargo pointed out in a recent exchange about over-delivering to customers, this is a clear case of hugely over delivering against both expectations and desires. Over-delivering against expectations is a good thing as it anchors satisfaction and loyalty, but over-delivering against desires is not. It is costly, economically unsustainable and quickly loses its effect. All in all, as Peter didn’t expect Morton’s to respond at all, let alone to deliver a steak dinner to the airport, I don’t really see this as customer service.
[MJL – It is sometimes extremely valuable to over deliver to customers. The over delivery does need to be able to live a life of its own, particular to that one customer, possibly a little word of mouth, In other words, would Morton’s have done this if Peter was simply a very good customer?]
So if it wasn’t customer service, what was it?
The clue lies in the title of Peter’s book; ‘Can we Do That?! – Outrageous PR Stunts that Work and Why Your Company Needs Them’. Although Morton’s steak stunt failed as an act of customer service, it succeeded magnificently as a PR stunt. For the cost of a steak dinner, a tank of petrol and three hours of a waiter’s time, Morton’s got the kind of positive publicity that marketing budget’s just can’t buy. The story was picked up by the twittersphere, influential blogs like the Huffington Post and even the foreign press
Morton’s clearly scored a coup with their steak stunt. But it only worked because of who Peter is and because of his social influence. Maybe they have been reading Peter’s book and in a delicious (no pun intended) irony decided to respond in this way. Whatever their motivations, even if it was bad customer service, it was brilliant marketing. Hats off to Morton’s for having the guts to try what at the end of the day was a risky PR stunt. It worked spectacularly. Maybe I should read Peter’s book.
[MJL – Like the Social disasters, which have become highly public during the past few years, the secondary question is will this have a long term impact? If yes, will the long term impact be found outside writers and bloggers? If the masses truly believe this is a customer service win, the net impact will be negative, as this is not a sustainable practice.]
What do you think? Customer Delight or a Brilliant PR Stunt?
Customer service excellence is a core value of many customer service organizations, as it should be for yours. Service excellence is achieved by an almost harmonious dance between the people, processes and technological components. When asked, many simply say: “the team just gets it done”. My question is, ‘how’? My postulate is that this capability can be explained by the proper balance between coordination and collaboration, enabled by a co-operative desire. Processes that are highly responsive to customer needs require complex data, knowledge management, sophisticated rules and cutting edge communication devices. But, in the end, it really comes down to how people (knowledge workers, customers, partners) react and respond to the environment around them. The systems need to work like they do, complexity hidden when possible.
I believe that with all of the talk, writing, and proselytizing on collaboration and activity streams the essence of where coordination fits into the customer service realm is being marginalized, or even lost. If a customer calls with a billing question, I should not need to collaborate in order to find the answer; I should just be able to either answer it, or pass it to someone who can, simple. Therefore, I suggest that coordination is of at least equal importance and collaboration is required when coordination will not work. The objective of collaboration is not to collaborate, it needs to be results driven, the problem is collaboration is recursive, thus it takes time. To be clear, I am not suggesting no use for customer collaboration, I am suggesting a time and place for everything. There are instances, such as co-creation where coordination is secondary and that collaboration is critical.
I felt it was important to do a bit of research, if only about definitions, to make sure that I personally understood the differences. I am not trying to go down the definition route, but it is not simply semantics either. The diagram above is my visual attempt at segmenting, but also highlighting the overlaps. But it does not tell the whole story, nor might it fit your tastes. Does it?. I simply believe that coordination needs to be considered first, ahead of collaboration, as I believe it to be a peer with collaboration with respect to customer service.
Coordination is the organization of the different elements of a complex body or activity so as to enable them to work together effectively (Google definition). I would add that ‘effective’ often translates in business terms to execution and efficient. When a situation occurs, I want my team to be coordinated, roles and responsibilities well defined and each person completely clear with respect to their actions. An interesting extension is that parts of co-operation make there way into the discussion, as often all parties can realize mutual gains, but only by making mutually consistent decisions.
Co-operation is the process of working or acting together, which can be accomplished by both intentional and non-intentional agents. In its simplest form it involves things working in harmony, side by side, while in its more complicated forms, it can involve something as complex as the inner workings of a human being or even the social patterns of a nation. (Wikipedia)
A quick summary thus far; Coordination is the ability and capability to work together, where co-operation is the willingness to work together – where does that leave collaboration?
Collaboration is working together to achieve a goal. It is a recursive process where two or more people or organizations work together to realize shared goals, (this is more than the intersection of common goals seen in co-operative ventures, but a deep, collective, determination to reach an identical objective) — for example, an intriguing endeavor that is creative in nature — by sharing knowledge, learning and building consensus. (Wikipedia). I believe collaboration and co-operation are closely aligned, with emotional elements highlighting the differences.
In a New York Times op-ed piece, titled “Nice Guys Finish First”, columnist David Brooks stated the following:
“In pursuing our self-interested goals, we often have an incentive to repay kindness with kindness, so others will do us favors when we’re in need. We have an incentive to establish a reputation for niceness, so people will want to work with us. We have an incentive to work in teams, even against our short-term self-interest because cohesive groups thrive.”
Many people smarter than I am have put a lot of thought into the goals and objectives of collaboration. It would seem obvious to state that there is a right way to collaborate, and there’s a wrong way to collaborate. If teams lack a strong focus on the results of their efforts, then success will be very hard to measure. The objective of collaborating cannot be to collaborate – and hope is not a strategy. If the barriers to bringing in others to help you solve a problem seem too great, people simply will not stand for it, and will avoid it altogether.
It is always important to view the marketplace through the lens of your customers, advocates and partners. A company who truly understands and implements consistent, multi-channel, cross channel customer service experience has figured out how to manage the interdependence between predictable and unpredictable workflows. This is a coordinated approach to customer service excellence.
But what is the link? It goes beyond reacting to customer needs, to anticipating customer needs. The path to anticipation involves collaboration (knowledge and intelligence) but the response needs to be coordinated. If a customer contacts you with a serious problem, would you prefer to collaborate with others in the organization to figure out how to fix it, or would you prefer to have a coordinated effort in place, where the work sent work items to the right person to fix the problem? (Remember, collaboration is recursive).
Coordination enables the alignment of processes and related information around specific goals and objectives. In the case of customer service, the goals and objectives would be customer satisfaction, often driven by metrics customers care about, like first contact resolution (FCR) and time to resolution. The collaborative element is powered by the willingness of the team, ie co-operation and enablement. A quick note about resolution; customers who have an issue, problem or concern want to be heard and want issues resolved. Collaboration, by definition, will take longer than coordination, thus a coordinated approach is the objective. If this cannot be accomplished, yes, collaborate and figure out the answer!
More often than not, the resistance to coordination is that customers seem to be moving faster than an organization can adapt. There is the battle ground between coordination and collaboration; how can I coordination activities if I cannot anticipate and I do not know what is coming next? It is important to note that in order for any of this to work, a common vocabulary needs to be put in place – this includes customers! If everyone is not talking the same language, the customers, no level of coordination or collaboration will be enough to save you! I gave some specifics around the alignment between Service, Sales and Marketing on this topic, at a recent talk in London.
An important source for this post was Reorganize for Resilience: Putting Customers at the Center of Your Business, By Ranjay Gulati. (link). My goal was to give context specifically to customer service. Prem Kumar also has a nice post and accompanying slide deck which explores this issue from a different and important perspective.
These thoughts are an offshoot of topics I am exploring through a collaborative effort (pun?) with Julie Hunt. The outcome of that effort is a white paper called “Focusing on the Total Customer Service Experience” – Summary information here; if you would like a copy, no registration forms, just an email to us, email@example.com.
- There is a Big Difference Between Can’t and Won’t
- Stop Thinking in Two Dimensions
- No Beginning, No Middle and No End
- Rethinking the Customer Journey
- The Simplest Thing I Ever Had to Write
- Context Integration, the Future of System to System Interactions
- The Evolution of Customer Community
- The Fine Line Between Personalization and Creepy
- Experience Innovation
- Maybe We are Using the Wrong Words to Describe Collaboration
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