There is quite a lot being said, and written, about Customer Experience Management these days and it can easily be overlooked as something that only applies to a small number of specific industries: retail, services, CPG etc.
The truth is that the thought process around managing customer experiences applies to just about ANY interaction between an organization and the people who use the goods or services of that organization.
- Non-profits like to think of these people as donors of constituents, but they ARE customers.
- Churches like to think of these people as members but they ARE customers.
- Youth sports organizations like to think of these people as players but they ARE customers.
I think you get the idea.
When thinking about managing a customer experience it is important to remember that there are two distinct perspectives involved, each with their own set of drivers.
Perspective #1: Inside Looking Out
This is the easy one to think through because it is the perspective of the organization that has customers.
The inside looking out perspective is generally guided by four questions that drive ever deepening levels of engagement with customers. The answers to these questions help shape the experience from the inside looking out point of view:
- What do we Know? (General customer demographic info)
- What do we Do? (Segmentation and campaigns)
- What do we Suggest? (Loyalty and engagement)
- What do we Create? (The set of experiences that drive movement)
Obviously a lot more could be said here but these four question provide the framework for developing progressively more robust customer experiences. Using one of our less obvious “industry” choices from above:
- Churches first need to know who is attending, even basic name address and phone number helps, but learning more about their family is even better information: kids? ages? interests?
- Then they need to target communication that is pertinent to the attender. You wouldn’t want to send a new visitor who is a 65 yr old retiree information about nursery services on Sunday morning.
- Once they get to know the person and their family suggesting ways to get involved, ways to feel plugged in, that are specific to them becomes important in terms of creating stickiness.
- Thinking through how you then keep the new family coming based on multiple anchor points is important. How many churches have had the discussion about having services for everything from pre-school through high school on the same night mid-week in order to create “family time”?
Perspective #2: Outside Looking In
This perspective is often the forgotten point of view. Customers are the one “having the experience” so it is crucial to remember they are looking at it through a different set of questions:
- Should I Explore? (Deciding if they want to know more about you)
- Should I Buy? (Deciding if they will buy)
- Should I Promote? (Deciding if they’ll recommend you to friends)
How about a youth soccer program this time:
- Parents know about clubs other than the ones their kids are involved in and have to make a decision about whether or not to explore a competitors policies, costs, teams, and coaches.
- Once they becomes educated the next decision is whether or not to have their child play for that club.
- If the experience is a good one they can become a significant recruiting source based on what they tell other parents.
I’ll write more about how to manage these two perspectives in days to come but for now it is important to remember that they both exist and they’re both driven by different sets of questions. Understanding how your customers move through their own questions is key to bringing these two perspectives into alignment.
What do you provide that helps your customers make their three decision to explore, buy, and promote?