Do you remove your theatrical HAT daily ? (Off Topic)

" Every business a stage and work is a theater." Pine & Gilmore in their famous book 'The Experience Economy'.

Yes in a sense therefore every enterprise must know HOW to perform on stage to create scintillating experience for their customers. 

But other-side of the quote is equally relevant & powerful. Once you are off stage you must stop performing and start living. Usually that is a difficult proposition. 

A military men will behave like military men even in his house with his family and in his social circles. Same applies to Police men and for many other professions. An auditor will always tries to find faults with everything he encounters even when he is not actually auditing. A lawyer will always have legal angle in his personal and social life situations. A boss will mostly act bossy in his house and social circles.

Removing theatrical hat is very important as well as difficult. We become the role we play on stage. It is only the real on stage actors know how to remove such hat and live normal and natural life unlike the on stage roles they play. 

Amitabh Bachchan and the likes will not act police or goon at home , they will be natural human being different form their on stage characters. Position of power & preference is only during on stage professional and business performances. When we try to mix up our on stage roles with our personal and social roles, difficulty starts.

Family relations for all are common  - husband, wife, father, mother, son, daughter etc and friends for everyone  be it lawyer or beggar. They expect us to behave normally without our theatrical hat. 

Are you removing your theatrical HAT while with them ? Next time be conscious about the on stage hat you are wearing and removing the same when you are off stage. Life will be a different experience.

How little creativity can enable better Customer Experience (CX) ?

My family doctor is familiar with many other families too. Therefore there is a problem every-time I visit him. 

- Long waiting time

- Nothing to engage me during this waiting time

Same was the scenario at one of the prominent hospitals in Mumbai. Many people standing in queues on many counters waiting for their turn to come.  

I think in most places in healthcare sector this is the scenario. 

Why I like to address issues of customer experience(CX) in healthcare the most is because this is the sector where customer i.e. patient and their relatives are in maximum pain while they are waiting to be served.

Many a times it does not require rocket science to improve customer experience. It just need a mind of the people at the top and eye on companies in other sectors to learn from.

Couple of leading private sector banks have solved these issues, even Balaji temple in Tirupati & Cream Center at Chowatty has addressed these issues.  

Long Queues / Waiting Time:

Issue token number on arrival and token number attended on display. Based on the experience of the enterprise , even enterprise can display tentative time of waiting based on numbers in queue. 

Small dispensaries atleast can have token system (issue and display) which make patients in waiting to know number of persons before them and uncertainties of waiting time will end. People don't mind waiting if they are informed time of waiting , even they can do their work and come back. It is the uncertainties that makes them restless & spoils the entire experience. 

Engaging during waiting:

If waiting cant be avoided then make it interesting. Cream Center at Chowpatty has a system to give a sheet of puzzle/games to everyone after occupying the chair. People get engaged after ordering in solving  puzzle and in the process forget waiting time even if its little longer. Our saloons also used to keep old filmy magazines. In many a places they have TV to get engaged while waiting. 

However they miss on which channel on TV they put on display. Better customer experience will come from the channel they put up on display. Cartoon Network (CN) kind of channels and not news channel or movies which further adds to the stress level. CN kind of channel will not only make them engrossed but also will make them feel happy. 

Both the above small issues and many such issues of poor CX can be easily tackled and can be converted in to better customer experience by little thinking and application of customer centric thinking.

List down all the customer issues your organisation faces and solve it with little creativity , results will be phenomenal increase in CX.

Brutal Focus on Customer Experience (CX)

Apple is known for their sharp focus on  CX. 

Perhaps they are the leaders. 

They take care of even 'box opening' experience of the customer. 

Recently I read their sharp customer focus as defined as Brutal Focus on CX. The word BRUTAL which otherwise used in negative connotation was used to define extreme positive connotation. 

There is a new book in the market titled Stuffocation. Author James Wallman explains us that in the new economy where everything is produced in plenty & costumes have variety of choices, how do marketeer / sellers differentiate in this crowded market?

In this new economy people are now fed up with stuff they have in their cupboards and homes.  New age customers want experiences. These customers are defined as eXperientialist customers. They need experiences. Experiences to immersed with, experiences to recollect, experiences to feel differently.  Even manufacturers , mall , retailers & service providers can create experiences - which are pleasantly memorable & worth sharing. Customers do not need to go on holiday or theme parks to get experiences.

There are examples of accounting firms, dentists , computer service businesses that are creating superior customer eXperiences.

Here lies a challenge and an opportunity for every enterprises. In the Stuffocation world

it is the experience economy that rules. 

Brutal Focus on CX - Apple  (Manufacturing & retailing)

Extreme Customer Orientation - Gjensidige Insurance Company (Service Provider)

There is a Book on The company's CX way of doing business - Starbucks (Retailing)

Customer Experience Co-Creation - Fidelity Mutual Funds (Service Provider)

Entertainment Business at 25000 feet above the sea level - Virgin Airlines (Travel)
__________________ - Your Company? 

Filling this blank will give direction to your enterprise and working on it will give competitive edge. 

Indian customers are eagerly waiting for a brand that can be matched with best in the world in CX creation.

Why Customer eXperiance Fails?

Why CX Fails:

I had an interaction with call rep of call center of one of the prominent DTH TV companies. 

They asked me to punch:

a) Language Option

b) Existing or New Customer Option

c) If existing customer than punch - customer ID or Mobile Number (Which is 10 digit)

d) It will check number by repeating 

e) Correction Option 

f) Ad message of the company

g) Select Services option

After so many punches I have reached the call center representative. 

When a customer calls a call center he wants to do some transaction/inquiry or solve the problem. Mainly when a company has circulated a call center number for a specific request, most calls would be of that services.

My worries & concerns were  :

- Call drop in between and again I need to start from step 1

- Why I have to do so many punches to reach to call center representative?

- Is it necessary to market the services in between when I ave approached the company for specific services?

- Their SMS was about asking the subscribers to upgrade or else certain channel wont be available. There was no mention that it is free. So I was a bit concerned too , as how can they do so in between the contract?

How they could have improved the customer experience?

1) Their SMS should state that its is a free upgrade (Most of the discomfort would have been avoided before I called).

2) Call options rearranged /deleted

a) Language Option

b) New Customer - press 1 or Existing customer press mobile or customer ID 

c)  If existing customer than punch - customer ID or Mobile Number (Which is 10 digit) (With the b reworded, this step can be avoided)

d) It will check number by repeating (No need to correct here , it is not a banking transaction, it can be confirmed by call center executive while welcoming the caller)

e) Correction Option (No need with changes in the previous step)

f) Ad message of the company (Absolutely unwanted and creating negative experience) 

g) Select Services option

Customer Experience can be redesigned with following revised steps:

(In addition to adding the word FREE in the SMS)

a) Language Option

b) New Customer - press 1 or Existing customer press mobile or customer ID 

c) Select Services option

This kind of customer focus can not only shorten the time but improves customer experience substantially. Unfortunately most companies are process, IT and internal focused and hence create negative customer experience & reasons for customer frustration. 

When was the last have you mapped the processes keeping customers in mind?  

Why Election Manifesto Should Start With Citizen Experience Statement ?

Like Companies , countries also create experience for its citizen & guests - investors & tourists. Concept of customer experience equally applies at national level. 

It is the fundamental role of every Government to create better experience for its citizen - through better governance, better infrastructure - hard & soft, better policies, better law & order , better & sensitive Government employees. 

Every Government will make or break their chances of winning back based on their performance counted on the above parameters of creating better citizen experience. 

If we analyse Government retaining the power and Government going out of power, deciding factor is track record or people perception of ability to deliver better citizen experience. Therefore election manifesto should start with Citizen Experience Statement ( like Customer Experience Statement for business enterprise ).

In the experience economy we all are living in creating better customer /citizen experience is the KEY , KPI whether its a company or Government or for that matter any enterprise - for or not for profit. 

Vacancy for Kejriwal in Corporate World (Off Topic)

There is a book called Creative Destruction. There is a person called Arvind kejriwal. I think there is a similarity. What Indian politics & politicians used to practice since 65 years needed creative destruction. AAP has provided the same to us. AAP has started deciding behaviors and action of other 100 to 40 to 4 year old political parties. 

VIP culture and huge people disconnect is the cause of such a silent revolution.  I am not writing here about politics but what has happened on political landscape is also necessary on business landscape at each enterprise level. 

All our CXOs are behaving like VIPs.  They think their branded education , coupled with arrogance , system, processes,  only ROI focus & silo-ed way of working is the best way for Indian enterprise to thrive. They need some jolt & shock like creative destruction. During last month I have met some employees of private as well as public sector companies. Apart from many dis-similarities , one common similarity across everyone is heavy work stress & long hours of working. 

I fail to understand for whom are we sacrificing our work force ? Why the hell working 12-15 hours like a slave is a necessity? What as a society we are out to achieve? Is happiness of people working for the enterprise is of any relevance? Is it only shareholders and financial bottom-line matter?  On one hand customers are suffering due to overwork of employees by way of huge unwanted choices & mis-sale to achieve the misplaced targets and on the other employees are at the receiving end - in struggling to achieve misplaced targets. 

I think there is a need to break this mindless run & rush for ROI , IRR. 

Development YES but at what cost? Huge wealth creation by a few at the cost of stress, frustration , multiple disease , unhappy families (I am not counting yet on antisocial & unethical behaviors & environment impact to achieve the same) ? I think there is a need for one more Kejriwal at corporate level to break the way businesses are being managed or rather mismanaged  (best of ROCE generating company is mismanaged if employees are stressed & unhappy).

Time has come to put HAPPINESS at the center of all our economic activities. Gross happiness of all the stake holders. Happiness of the present generation. We don't want sermon that we have to sacrifice for the future generation. Everyone is sacrificing for present generation shareholders' un-satiated appetite. 

Creative Destruction in corporate world is badly needed. Anyone dare to step into the shoes of Kejriwal? 

2014 Year of Customer Journey Mapping

Most businesses do not measure customer journey maps. Recently I was talking with senior operation team member of one of the large Mutual Funds. He was explaining to me how they have pioneered in SMS based investing. 

I just asked ;

Whether investors need this kind of service? - (R) Dont know. 

How many investors use mobile as a investment making instrument?  (R) 1%

By doing this new innovation how much more investors would use mobile? (R)  1 to 2% more

After some dialogue I asked whether do you map customer journeys? He looked at me like as if he is asking me what is that ? and responded NO. 

This is the biggest problem with every organisation. They are investing so much in technology where it is going to impact 2% of the customer base but have no clue about what really customer needs , what customer are thinking and feeling while dealing with the company? No one has clue of end to end customer journeys , no one is in charge of end to end customer experience. 

Companies spend millions of dollars for BPR & IT  projects but have no clue of customer service designs & customer experience they are creating. 

I think it is a high time to REALLY focus on customers. Customer Focus must come out from mission statement & mere vocabulary to life. 

Let this year be declared as a year of Customer Journey Mapping. It will end with huge customer insights & many eye openers. 

Defective Products Vs Defective Services

Defective Products Vs Defective Services

1. Defective Products are designed and manufacturing not as per design is called defective products
2. Defects in Defective Products are visible to sellers
3. Defective Products are sold as seconds goods
4. Defective Products are rejected by customers

1. Services are not designed & therefore defective services are not easy to identify
2. Defective Services are being seen & experienced by customers
3. Apparently Defective Services are not seen & experienced by sellers
4. Even defective services are also rejected by customers , however since it is not visible to the sellers , seller wont know the reason for customer defections & complaints
5. Unlike Products , services are dynamic & made available every time customers want it. Therefore probability defective services for un-designed services is far more than defective products which are manufactured en-mass & stored for delivery. 

Therefore it is most critical for service providers to design the service & map customer journey to know the defects in service design. Its difficult & challenging but critical.

Today's Organisations - Weapons of Mass Irritation

Outbound calls , frequent SMSs to market the products, untrained callers all these are making recipient of calls irritable.

On the other hand when we call inbound call centers to solve our problems ; punching of innumerable buttons, repeating the problems to every agents, line disconnect, again repeating the process - huge irritation. 

When customers wish to approach any of the following issues, none can be handled without irritation ; 

1. Complaint Resolution
2. Goods Return
3. After Sales Service
4. Mis-Sell
5. Over-Sell
6. Over- Bill
7. Long Procedures 
8. Complicated Forms & Bills
9. Complex Features
10. Multiple & Unwanted Choices

Most of the activities rolled out by an organisation creates irritation. The main cause if lack of or no customer focus specially no end to end customer focus. No effort to step into the shoes of customer to design customer experience. No effort or mind for service design. No one in charge of end to end customer experience. 

Map the customer journey, design the service, take rigorous customer feedback , read social media reviews, put someone senior enough in charge of end to end customer experience. 

Convert your Customer Irritation quotient into Customer Happiness and you have won the customer for long, his repeat purchase, his higher pocket share, his referral contacts. 

If you are not making your customers HAPPY , you are IRRITATING them. 

Service Design - Most critical but Mostly Ignored

" Design is not HOW it looks but how it works." Steve Jobs.  

Product & service design is an integral part of over all customer experience. However it is easier to find out bad product design from its usage but equally difficult to know bad service design. 

There is a saying that if there is a physical queue / waiting for anything  , it is a bad design. If user is finding it difficult to fill a form it is bad design. 

In every product & service there is an element of design. 

You go to buy a railway ticket or buy a insurance policy, apply for insurance claim, opening a bank account or availing bank loan, buying a house from a real estate company , availing medical treatment at hospitals, buying a movie ticket and watching movie in a theater, roaming in a mall, roads & traffic flow ,  hotel booking, check in/out process everything is a design.  

Now if these intangible services are not deliberately designed keeping customer/users ease , convenience & comfort in  mind, it will happen without deliberate design and is likely to spoil customer experience. 

No part of business or enterprise activities happen automatically. It is not either it is deliberately designed or deliberately not designed but most of the time it is not designed as entrepreneur or service provider is not aware that it has to be deliberately designed. 

All physical aspects are designed by various design experts, however its final flow to the customer i.e. sales process, after sales process, actual service av-ailment process skip the design aspects. It is these gaps in service design creates bad and frustrating customer experience (CX). Hardware & tangible are designed but soft & intangible parts remain un-designed. 

Otherwise how expensive airlines , finest of hotels & hospitals , sophisticated banks & insurance companies and great home builder - real estate companies fails in customer experience miserably? 

In every aspects of intangible service design , CX designers' intervention  can improve customer experience and help solving many problems in Govt services. 

Are your products - Neighbors’ ENVY, Owners’ PRIDE ?

Ratan Tata recently acknowledged that positioning Nano as a cheap car was a mistake. It was international branding Guru Jack Trout , who 2 weeks back opined that positioning Nano as a cheap car was a mistake. 

Mr. Tata accepting this is a welcome step. Most entrepreneurs won’t accept their mistake and would try to justify their decision any how.  

Larger points are ;

- Even if price is your competitive advantage, competitive on price won’t work always and in some cases like this will spoil the brand. 

- Why to focus on price when product feature & experience can out weight price considerations

-  Irrespective of category of product or services, owners, users should feel proud of enraging with brands. In the case of NANO it was missing. 

Even in the case of low cost airlines, differentiation should happen on services, punctuality & feeling of getting associated with brands.  

Mostly companies forget this FEELING part. Owing NANO car means owner can’t afford costly car & using cheap car. This is a negative feeling for owners and will deter many others because of these negative feelings. 

Like the brand ONIDA has taught us years ago, neighbors’ ENVY, owners’ PRIDE should be the positioning for every brand. NANO is missing on both these counts. 

Focus and position on customer experience & how you make them feel & people will find out pricing of their own. 

When companies miss out on experience part or have no clue about it , they focus on price.

What is your view on positioning of affordable housing projects? 

Additional readings;  

Envy people about your CUSTOMERS. People who come to you for PRICE will leave u for PRICE

WHY & HOW of Clients Experience at Professional Firms

CX = Customer Experience = Citizen Experience = Clients Experience 

Yes principles of Customer Experience equally apply to all the entities whether for profit, not for profit, Govt entities, professional firms, B2B & B2C. It is not just B2C phenomena.  

Every product or service recipient expects better experience. There is always expectation gaps and scope for improvements which varies in degree.

In case if some enterprise is in the monopoly business orGovt entities like municipal corporation or railways, it is all the more important as bad experience will have social repercussions. Longer queues, longer time for approvals or attending application , indifferent staff attitudes everything adds up to personal  & social stress & frustrations. 

Professional firms (doctors/lawyers/accountants & the likes) mostly enjoy relationship of trust and confidentiality with their clients. There is an approach of one-up man ship by these professionals with their clients. In no other case service recipient is so vulnerable. Here again like the one in monopoly business better clients experience counts. It not only is necessary for better social impact but also counts as new and better service providers are around. 

In the absence of advertising  professional consulting is the area where most business comes through clients’ referrals & word of mouth. Creating a culture of offering delightful clients' experience is the prerequisite for these firms to grow. One may take a clue from Extreme Customer Orientation by Norwegian Insurance Company Gjensidige. Those who are keen about ROI of CX Initiatives may read this ; What CEOs should know before they ask for ROI of CX Initiatives ?

Now the most prominent question is HOW? Here is a ten step process. 

- Map the entire clients’ journey 

- Identify at all touch points

- Identify critical & good to have experience

- Check/Measure what is kind of experience is doled out at each of the touch points

- Internally discuss scope of improvements

- If require brainstorm entire new service design

- Train & retrain front facing and support staff

- Prototype the new or redefined service

- Fine tune with initial clients’ feedback

- Roll out the service 

Make clients feedback an integral part of services like billing. 

Remember HAPPY customers will refer others and unhappy will look for every opportunity to get out. Both will use social media subsequently to share their experience. 

To sum up in the words of management guru of our times Peter Drucker “The purpose of the business (incl profession) is to create customers (incl clients).  ” If this is the purpose ; HOW any forms of entity can ignore CX what will retain customers , create more customers & offers more pocket share of customers?  

Customer Feedback ? What , Why , Never !!

I am a customer of two of the largest private sector banks, one PSU bank, largest credit card company , some insurance companies, public utility companies , telecom companies and one thing is common in them ;  

NO Companies have asked me for any feedback ever or for last many years.  

I visited one recently open but popular restaurant and along-with the bill there was small crisp feedback form. Now everything happened precedent to the feedback form was almost perfect. Ambiance, food quality, customer service, attentive staff, clean & perfumed washrooms, food on display , presentation, menu card , light music & including valet parking etc.  Barring a few elements which could have made the experience delightful , everything was perfect. 

After a near perfect show when they are asking for feedback they are aware that they have done their best however still wish to know where they misused and open to improvements. They are aware they are living in times of Zomato. 

Companies those who know power of social media have stared improving their customer experience. However likes of some (no, many many) companies mentioned on top of the blog still think that they are doing good without even seeking customer feedback. 

Customer feedback is not only the MOST powerful tool but is the business critical tool. It tells you whether you are meeting the expectations for whom you are in existence. Jeff Bezos , customer experience champion CEO of Amazon.com, says " don't just listen customers, understand them." How would you do that without asking them? 

Customer feedback gives great insight, it makes customer feel you care, and acting on the feedback certainly adds value to the business. 

When the enterprise is concerned about feedback they will perform well in the first place and even if they have failed somewhere they will know from the feedback. Customers' anger will also dilute after filling the feedback form.  

When was the last time your enterprise has taken customer feedback? No excuse for B2B companies.  

9 ways to check whether you are in Obsolete Business

To continue from my previous blog Are you in the business of selling obsolete products & services?  , Usually obsolete products and services are not in demand or enjoy lesser demand. 

Look at erstwhile cinema houses and multi-screen multiplexes , look at Udipi South Indian hotels & fast food/pizza/burger chains, look at housing societies built 10/15 years back and present day housing societies,  look everywhere hospitals, retailing , banking - everything has changed and is changing. Everything is moving from being product & services to experience. 

It is the need of today. This shift happens with every new generation of consumers. With new generation of consumers comes new generation of entrepreneurs. They break the old way of thinking and create blue ocean for themselves. 

Therefore issue is to check whether you are in the business of selling obsolete products & services. Here obsolete doesn't means typewriter vs computer. Here it means old way of thinking about business. 

Yes , 

1) If CUSTOMER is not at the center of all your thinking and action , you are in obsolete business.

2) If EMPLOYEES are not considered most important asset of the business , you are in obsolete business.

3) If CRM is the only thing that is happening as far as customer services is concerned ,  you are in obsolete business.

4) If OFFLINE is the only mode of your doing business ,  you are in obsolete business.

5) If SOCIAL MEDIA and CONTENT MARKETING is not a part of your marketing plan, you are in obsolete business.

6) If your enterprise is not measuring customer experience and employee happiness along with ROI and ROCE, you are in obsolete business.

7) If your enterprise is only thinking about single bottom-line and not about social and environmental impact of your business, you are in obsolete business.

8) If your branding and advertising is not matching with actual customer experience,  

you are in obsolete business.

9) If your board is not comprising of professionals from diverse fields & Corporate Governance is only limited to compliance , you are in obsolete business.

If you escape all the above IFs , YES, you can congratulate your self , your business & its products & services are NOT obsolete. 

Even if your are selling TEA and not using any advance technology to produce  , all the above pointers will keep you out of OBSOLATION. 

Are you in the business of selling obsolete products & services ?

Customer Experience  (CX) is more and more going to hurt companies offering bad customer experience. 

Forget offering WOW !! customer experience , even to survive better and better CX is critical. 

Those who think this is not applicable to their company soon will find themselves in Oasis, deserted by customers, no customer around the company. Company will be almost out of business.  

During last few days I came to know about two incidences where companies have left public sector banks with which they had long association. In one case it was more than 30 years of association and they left the PSU bank with whom they grew and become big. 

Reason in both cases, long indecisiveness & longer decision making process. Meeting the speed expectations and exceeding the same is great customer experience. Its delightful , its wow !!. 

Bad experience is bad even without cost like long waiting at hospital and restaurants however it becomes worse when it impacts customers' pocket. When indecisiveness costs , it not only painful but it impacts bottom-line. 

This is just about PSU banks but CX by private companies across the sectors is hardly any better. Unless the customer journeys are mapped, expectation gaps are mapped, silo-ed vision is converted into overall end to end vision, someone is put in charge of CX , company cannot comprehensively design customer experience which exceeds expectations and delight customers. 

Product & Services must have built in CX & service design elements in the first place to become viable business proposition. Products & Services without CX & service design elements are obsolete & just surviving on ventilator. 

Are you in the business of selling obsolete products & services ?

Sanjay Leela Bhansali , Ram Leela & Customer Experience

Sanjay Leela Bhansali through his latest movie Ram Leela, teaches every entrepreneur what the customer experience is all about. 

Confused? 

Yes that is true. He teaches us how the story is to be told. Script is critical but that is not sufficient. Story must be told in a manner which captures all of our senses. We have many movies with great stories but failing commercially. This is one of the basic & important reasons.  

It must capture all our senses. Ram Leela is visual splendour. This is otherwise a violent love story but what stand the movie apart is its sets, costumes , colors , songs, dances, music & over all GRANDEUR experience.  

Someone after viewing the movie opined ; it has senseless violence & no story. If you go to movies to know the story, well you may better read the story book. This is like if you wish to have a coffee, well any Udipi hotel would be okay, but we have many many Coffee brands charging hell lot of money for Coffee PLUS & making huge amount of money.  

Cinema is a visual medium so it must be experienced with all the senses. Every director through his movies is telling stories & every entrepreneur is selling something. It is HOW you tell stories or HOW you sell good & services that sets you apart from the others. That decides the premium or otherwise of your offerings.

If you wonder your offerings is no different than competitors , not much effort is put on HOW part. If you wish to create new differentiate offerings, focus on HOW of the offerings. 

Sanjay Leela Bhansali not only knows about telling stories but he also knows HOW to tell stories which captivate his audience & make them spellbound. He could have just told the story without much focusing on HOW but it is his HOW which is fetching him 5 star ratings. It must be a very hard work but easier options never fetch 5 star ratings and rave reviews. 

Customer is a human being ; so he is coming to you for experiencing your offerings with all the five senses. More the senses you capture, more the differentiation you create, more the competitive advantage you gain.  

Watch Ram Leela and learn HOW offering truly differentiated Customer Experience makes it SPECTACULAR & offers competitive advantage to your business. 

Does your enterprise own these new skills?

1. You have used services of design architect to design your office promise
2. You have used services of interior designer to design your office interiors
3. You have used services of graphic designer to design your soft images , logo , stationery 
4. You have used services of industrial designer to design your manufacturing set up
5. You have used services of product designer to design your products even ; 
6. You have used services of fashion designer to design your clothes

Designers are only used by companies & individuals for self use and benefits. However in a era of customer experience where every company is in service business , unless companies uses designing skills of following two class of designers, competitive advantage wont be achieved by use of all other designers. They are ;

1. Customer Experience Designers
2. Service Designers 

To an extent their role over laps but there is a clear cut need for their skills to design what is called excellent , delightful & memorable customer experience. 

Service Designers (SD) actually design the services how that will be delivered. Its about intangible ways in which customer feels WOW !! while availing the services. 

Customer Experience (CX) Design is a large canvas which includes HOW the experience will be created , unfolded at all touch points.  

Forrester Research Consultant , Kerry Bodine has written about interplay of CS & SD in her recent article  HOW DOES SERVICE DESIGN RELATE TO CX AND UX?

CX covers entire customer journey while SD covers each of the touch points separately & how actually services are delivered. Unless proactively designed services & customer experience will be listless , plain, undifferentiated and  many a times frustrating for customers. 

Its time businesses MUST embrace CX & SD skills - In house or outsourced. 

Customer Experience in-times of Stiff Competition

Incidence:

Couple of weeks back my website vendor discontinued to host my website. I inquired about the reason & I was told by one of the employees of the company that domain renewal amount was not paid and due date is over. I told her but I confirmed over phone to renew & I will make payment in a week. She said no , we do not have power to renew without payment. 

I am their customer since 15 years, I confirmed to pay over phone, I paid all these year before the due date ,  yet the incidence took place. 

Discussions:

I took up the matter with their MD. His response; we do not authorize our employees to renew without payment. I said but my long relation and past payment record!!!. He said no in times of low margin & stiff competition we do not invest in such systems to track all these as it is costly. I said but before you people unhost any website shouldn't senior management look at the defaulters list to differentiate between habitual defaulters & onetime, big , long association based defaulters ? He said we have 50 renewals daily & we can't manually track like that. 

 CX issues: 

- All customers are treated equally - irrespective of longevity of association, past track record, size of the customer

- No value for customers' verbal communication

- No empowerment or system to monitor before discontinuance of services

- No communication on the day or after discontinuance from the company 

- No feeling of apology but all justifications for the action taken

I was told by the MD that 90% customers pay online. That means only 10% irregular customers. Management has no time even to monitor this 10% of customers also before taking such a drastic action. What a misplaced priorities !!

First of all I doubt this is happening in many companies as long term association and payment track records are the basic things to check while one decides to discontinue services or discontinue doing business. 

We all are dealing with many private & public sector vendors. Everyone offers time to pay once the services are availed. Here in this case for the want of advance payment services were discontinued. 

Big question is not about this vendor. Big Question is many such customer issues companies are either not aware of or ignoring. Lost customer is costly. As happy customers buy more & can bring more referral customers, unhappy & lost customers not only take away revenue but takes away some other customers too. 

Ask your sales team how difficult these days to get a new customer. After having one, it is up to the management to decide how to treat him. You can make him feel very special & go out of the way to help or treat him with all system, process & management shortcomings.  

In times of stiff competition when getting customer is difficult and losing can be costly , isn't it all the more IMPORTANT & CRITICAL to offer delightful customer experience ? 

Failure of Communication , Failure of Deal

Price negotiation is a part of business deal making process. It is business as usual and entrepreneurs should not mind involving in negotiation with customers. 

This is the response from one of the hoteliers in response to price negotiation request:  

Rs. XXXXX/- final.I will give u the old rates.sorry, if u want the experience,you have to be able to pay for it.specially if u want to celebrate an anniversary.

With the above response, deal was closed and customer was lost. 

Learning is when one is engaged in negotiation it is not always about one's affordability. Rather than talking about potential customers' ability, entrepreneurs MUST be able to explain WHY negotiation is not possible. This is true even if you are in monopoly business. 

Customer is a millionaire but he won’t pay whatever he is asked to pay. He will negotiate and will pay full when satisfied that wherever is asked is fair and reasonable considering what he is getting in return. 

Negotiation is not about customers’ ability but it is about convincing customers that whatever is quoted is the best possible quote. 

Following reply could have saved the customer and deal:

We appreciate and acknowledge that this is your special day and you would like to make it memorable by spending a few days with us. Let me assure you we will make special attempt to make it memorable. 

As far as pricing is concerned we have been able to maintain the property in such a beautiful way to offer best possible experience to our customers. You have acknowledged the same by referring to reviews about our property on tripadvisor. 

Therefore I request you please do not negotiate on price and we on our part make an extra effort to make your special day , very special with us. We look forward to welcome you on your special day.

Even if one is not able to afford Rs. XXXXX/- , the above communication could have saved the customer for future engagement and even for referral business. 

Point is ; communication plays very important role in business deals & customer experience creation. It can break the deal or make the deal and can bring more referral customers. 

Its always how you make customer feel while dealing with you, not only while using your product or services but during the entire process.