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Black Friday: A Customer Experience Perspective

Madness. It’s all madness.

I do not normally enter into the fray on Black Friday (what color will they give Thursday now that they’re stretching the shopping hours backward into Thanksgiving?) but with Walmart less than 1000 yards from my backyard and half off a premier item on one of my kid’s Christmas lists we decided to give it a “dive in / dive out.”

This wasn’t my first time truth be told. In years past I have ventured out on Black Friday. I just think it has gotten substantially more insane in the last half decade.

There is a distinct difficulty in starting BF shopping hours while the store is already open. Supposedly the sale started at Walmart at 8:00. I was to the item location by 8:04, having seen literally hundreds of them in place in the case earlier in the day…they were all gone. In four minutes? Really? Somebody had to have broken the rules.

To make a long story short we found both the items we were after and we got in and out in about 30 minutes. But I believe I am forever scarred.

In my observation Black Friday is one very specific time of year when the retailers do not care about the customer AT ALL. They throw out a tantalizing array of loss leaders and teasers then stand back and watch the feeding frenzy.

  • You were fifth in line so you get that laptop? Sorry we only had three of that model.
  • You came in at 7:45 hoping to get positioned for the 8:00 start and the shelf was empty already? Yeah, people started grabbing them at 7:00 when we put them out.
  • You stood for 30 minutes in what looked like a queue for Mortal Death Match 19 for XBox 360 and someone just walked up and got one ahead of you? Sorry, we can’t control this size crowd.

The ultimate measure of success for Black Friday is sales, fair enough. But I sometimes wonder how many customers get really ticked off at some particular retailer who either couldn’t think crowd control or who went in with low inventory on all the big sale items and as a result decides not to shop there any more.

Of course they’re hoping that we’re SO consumption driven that we’ll overlook those things that bother us and keep coming back like Pavlov’s dog.

So what lessons can we learn from Black Friday retailers approach to customers?

1. You CAN compete on price alone.
Obviously I am big proponent of service. Price has to be competitive but there are studies that show that customers are willing to pay higher prices for better service. Of course in a 12 hour rushed frenzy you can’t serve people well, you just need to get out of the way right?

I suppose I’d argue that if you choose to compete on price alone don’t be surprised if your customers start thinking of you as a commodity, something I may need but will get along without if I can.

2. Volume is king.
It doesn’t matter how much one person buys if you get 10,000 to just come in the door. That’s the thought behind the loss leader approach, get a bunch of people in the door knowing they’ll buy more than just what they came looking to purchase. I suppose that approach works too if you are basing your approach to building a customer base on a couple or crazy, gimmicky events. Loyalty? Nah…overrated, right?

3. Customers CAN be fooled all the time.
retailers keep putting out the teasers and consumers keep running in, many reveling in the competitive edge they got  by grabbing items at 2:00 and waiting in tot store to pay the sale price at 8:00, other happy to have shoved their way to the front and grabbed the last Mortal Death Mach 19. The vast majority don’t get the one big thing they came looking to get but went away with a few other items on their list, happy to have saved money…and they’ll do it again.

And now please excuse me, I have some sarcasm still dribbling down my chin.

What are your thoughts on the madness of Black Friday?

 

 

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A Thanksgiving Dialogue

This is a bit of a traditional re-posting for Thanksgiving.

My wife and I first performed this piece in the early 90’s for a Thanksgiving Eve service at church. If you find it useful for a similar endeavor feel free to use it. Otherwise feel free to read, enjoy, and remember those things for which you are truly thankful.

‘Twas the eve of Thanksgiving

by Curtis O. Fletcher

Wife: ‘Twas the eve of Thanksgiving and all through the town
gentle breezes were blowing the snow falling down.
The turkey was thawing quite slowly, with care
because all the relatives soon would be there.

Husband: (interrupting with slight exasperation)
The uncles and aunts and the sisters and brothers
with husbands and wives and significant others.

Wife: (continuing)
While I for my kerchief was starting to search
because we were already quite late for church.

Husband: (with animation)
When out from the kitchen arose such a clatter
I sprang from the couch to see what was the matter.
I slipped on the floor and I fell with a crash,
My head landed in the dogs dish with a splash!
Then the water began in its merciless flow
To saturate coat shirt and trousers below…
Then my eyes saw the reason for what I had heard
Those idiot dogs were devouring the bird!!
They had gotten it down from the counter quite quick
It was hard to believe they had pulled such a trick
Then more quickly then lightning my lovely wife came

Wife: And I heard as he called both the doggies bad names!

Husband: (loudly, with anger)
You two @#!*~ hounds are in need of a fixin’!

Wife: Then he dove on the dogs and they started in mixin’
They rolled cross the floor and crashed into the wall
Water, turkey and stuffing now covered them all
Then out to the family room both pooches flew
With my raving mad husband in hot pursuit too
They tangled the cord and knocked over the lamp
They pawed and they pranced and got both couches damp

Husband: I had just caught the one and was turning around
When the other mutt leapt on my back with a bound

Wife: (Starting to find it all humorous)
They all fell in a heap at the fireplace foot
Where they kicked up large billows of ashes and soot

Husband: The dogs had me pinned laying flat on my back
For my head had bounced off of the bricks with a crack
So it goes without saying I wasn’t too merry
With a knot on the back of my head like a cherry
I arose, grabbed the dogs and gave them the heave-ho
Out into the backyard in the cold and the snow

Wife: (smiling, trying not to laugh)
He stood hands on hips panting hard through clenched teeth
Angry steam coming off of his head like a wreath
I tried not to laugh and held on to my belly
For he looked quite a sight, soiled, sooty, and smelly

Husband: Then I slammed the back door which brought down the loose shelf

Wife: And I laughed when I saw it in spite of myself

Husband: As the contents came cascading down on my head

Wife: I thought for a moment I’d something to dread

Husband: As the last chotchkie bounced off my noggin I jerked
And was struck with a thought that had struck me at work
(slowing, trying to remember something)
Now…I’ll try to remember just how the verse goes
Or at least I’ll come close…
Wife: …that’s ok I suppose.

Husband: (softening, realizing he’s been foolish)
In the bible it says that amongst Christian ranks
Should be found people who always are giving thanks
And a Christian who always is thankful is not
A person who says to God, “Yeah, thanks a lot!”

Wife: Like a wonderful fragrance that delights your nose
Praise and thanks are to God like a heavenly rose
In the midst of life’s most difficult circumstances
Lord because these are the chances
To trust He’ll provide and keep you on your feet
And mature you until you are perfect, complete

Husband: (chuckling)
We both laughed, ope’d the door, to the dogs gave a whistle
And in the hounds flew like the down from a thistle

Wife: please remember this now as you picture the sight

Both: be “thanks-giving” (air commas) for all and to all a good night.

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Social Media, Your Business, and You

I’m old enough to remember when the internet was just making the transition from quirky computer geek fad to mainstream attention grabber. Truth is I was designing web sites at the time, helping businesses figure out how they could use this newfangled tool. In those pioneering days, before you could really do ANYTHING interactive on a web site we talked about web sites as electronic billboards.

As businesses today are trying to figure out how to best leverage social media many of them are trapped in that same thinking. The “information super highway” has definitely developed some significant traffic patterns around social media lanes leading many businesses to feel that they need to put up billboards along those roadways of commerce.

The trouble is that this kind of thinking misses the point.

Allow me to share three truths then about social media, your business, and you

Truth #1: Social Media IS Social
The interesting aspect of all social media channels is that they’re designed for conversation. This is distinctly different than broadcast. The implication is that it is not sufficient to simply have a Facebook presence or a Twitter feed, you need to be willing to monitor and engage in conversation or your social media efforts will just be so much noise.

This requires effort on your part, it may even require guidelines for using social media to help employees understand what they should or shouldn’t discuss. Don’t expect long term benefit from your social media channels if all you’re using them for is another way to broadcast your message into the ether.

Truth #2: Businesses Can’t “Own” Conversation
Obviously you own your message but once the conversation starts you have less control over what is said and where the conversation leads. The corresponding truth here is that while you may start the conversation with a broadcast message there is equal chance that the conversation will be started by someone else broadcasting THEIR message about you… AND because there are so many more of them than there are of you the odds are pretty high that you won’t be starting as many conversations as they will.

The implication is that your social media efforts have to start from the position of listener more often than that of speaker and that you then must be willing to enter the conversational fray with sincerity rather than with marketing spin.

Truth #3: People Are Using Social Media to Create Their Own Brands
WHAT?!?! People have brands??! Sure they do. My favorite example is the Apple sticker that people have on the back of their car:

This isn’t just one more cute way of showing how many people are in the family that rides around in this van. It is a way of identifying this as a “Apple family”. I can honestly say that I have NEVER seen this done with a Microsoft Windows sticker or an Intel sticker or a Lenovo sticker. In fact I’ll argue that more often than not Windows people don’t admit to being Windows people until they’re in an argument with Apple people!

The fact that people are engaging in creating their own brands, and more importantly leveraging social media to create brand awareness, means that the demographics and market segmentation we used to use to figure out how to talk to people are starting to become more and more minutely defined.

The game is shifting from trying to figure out how to simply communicate a brand promise to now trying to determine how to get customers to integrate your brand into their own. Granted this isn’t as easy with some types of products or services as it is with others but thinking through how you allow people to identify their brand with yours can lead to some interesting new approaches to marketing, advertising, and social conversation.

By understanding and applying these three truths to your social media efforts you can more effectively enter into the conversation and remember, the conversation is happening whether you’re joining in it or not.

How is your organization leveraging social media today?

 

 

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Customer Experience Shout-Out of the Week

It was a touch and go thing there for a minute. Usually I list Kohl’s Department Store amongst the companies that “get it” from a customer experience, or at a minimum a customer service, standpoint. This past week however they slid dangerously close to my list of “I don’t shop there any more” vendors.

Somehow, back in August, our usual Kohl’s Card back-to-school-shopping-bill didn’t arrive in the mail. My wife, who is ever diligent about such things, wondered at that, but we got caught up in the stuff of life and didn’t think too much about it. We eventually just paid what we owed based on receipts we had.

Unfortunately that payment crossed in the “mail” and we were charged a late fee in September. We didn’t pay it, we called in a disputed it, but apparently did THAT too late because we were charged a late fee for the late fee. Now we were expected to pay $30 in late fees for $24 worth of goods.

Again we called to dispute. This time we got a fairly rude gentleman on the phone who suggested that he could take off one late fee but not both. We countered by suggesting that if he bothered to look he’d see we had been Kohl’s customers for nearly a decade, never had a late fee prior to this, in fact rarely ran a balance, and that this was unacceptable. He countered our counter by saying he could remove both late fees IF we paid the one dollar interest charge on the first late fee.  Sheesh.

We agreed.

This month our bill had…wait for it…two late fees. The one he didn’t take off after we paid the dollar and a late fee on top of that.

I called once again. I wasn’t in the mood to negotiate this time really so after the requisite confirmation of who the operator was speaking with I launched right in. I explained the series of events succinctly and then said:

“So, I’m calling today to see if we can either get these two late fees reversed or to just pay you the thirty dollars, cancel my card and never do business with you again.”

The operator responded:
“Yes, Mr. Fletcher I see the conversation history here. Can you hold for just a moment please?”

When she returned, in what truly WAS just a moment, she launched right in:
“Alright Mr. Fletcher those charges have been removed. Is there anything else I can do for you today?”

I kind of felt cheated, she’d stolen my steam. At the same time I was glad it was so simple.

So what’s the moral of the story?

1. Companies with a history of good service will usually come through.
As I mentioned I have had good experience with Kohl’s correcting things that needed correcting. If I hadn’t I probably wouldn’t have given then a couple attempts.

2. Consistency is crucial.
I say this because if I had NOT had previous experience from which to draw I may have left them hanging after the first botched attempt. Making sure all of your service people can handle things right the first time is crucial to building those good experiences.

3. It all starts with the right attitude.
Attitude drives behavior. Setting an attitude that says lets help the customer goes a long way towards creating consistent behavior and developing quality customer experiences.

What examples have you run into lately of companies who have managed a customer experience save based on your past experience with them?

 

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Do Churches Have Customers?

So with all the work I’ve been doing lately on Customer Experience I can’t help but as this question. After all I spent the first decade or so of my working life in churches. So for the sake of argument let’s create a generic profile of what makes a customer and see if it applies:

1. Customers start from a point of need.
Ok, sometimes the “need” is more of a want but you wouldn’t buy something you didn’t want or need so this is where a “customer” begins.

2. Customers typically do some shopping
There are certainly times when people make an impulse purchase but in general they do some research before making a buying decision.

3. Customers make a commitment.
Typically we think in terms of a financial commitment but there may also be contract terms like when you purchase a contract for cell phone service.

4. Customers repeat or defect based on service.
If the product does what is expected, in other words it meets the need/want, then service determines whether a customer makes another purchase or defects to a new provider.

5. Customers promote products they really like.
The end goal in getting satisfied customers is to have them promote your product.

 

In the interest of full disclosure I have to say that I have had this conversation with several “church people”. In every case the immediate answer has been “no, we don’t have ‘customers’, we have members. Our people are more involved than just being customers.” But really? Doesn’t that behavior list look a like like a church goer?

On top of that let’s think about some of the jargon we use around church:

  • “We all NEED Jesus”
  • People can be said to be “church shopping”
  • We ask members to commit or talking about “committing our lives to Christ”
  • Churches often talk about the “back door being larger than the front”
  • Church members “vote with their wallets” when the offering comes plate by on Sunday morning.
  • And of course all are expected to “do the work of an evangelist”

I’m being slightly tongue in cheek here but not overtly so. Is it possible that where churches start to miss the mark is where they DON’T think of attendees as customers? When I think of someone as a “member” or as part of a “church family” then there are certain expectations that go along with those words. Expectations like “sacrifice” or “volunteering” or “staying committed through tough times”. We might ask those things of family members but we’d never ask them of customers. Would we?

There is certainly something deeper about being a committed member of a church than just being a mere customer, however; I can’t help but wonder what it would look like if a church were to start to embrace some of the same principles that businesses use to create satisfied, promoting customers and applied them to their congregation.

What do you think? Would churches see a positive change if they were to start adopting some corporate best practices for acquiring and retaining promoting customers?

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Migrating to a Better Customer Experience: Four Stages

Trying to sort through all the messaging, tactics, and analytics around Customer Experience (CX) can be daunting. Where do you start trying to create a better customer journey?

  • Do you look at beefing up customer service?
  • Do you fix what’s broken?
  • Do you build on what works?
  • Do you implement new systems?

The answer to any and all of the above is: Maybe.

There are certainly numerous pathways that can take a company from where they are today to a better envisioned customer experience tomorrow but allow me to suggest four stages of development that will help not only chart those paths to success but, in the end, make them shorter as well.

Stage 1: Assessment
This first stage is where you map out your current customer journey as it exists today. You capture all the touch points a customer has with your company. You capture all the places and ways data is stored. You determine what life looks like from the perspective of the person outside your company doing business with you and from the perspective of the person inside your company trying to know something about the customer.

The assessment stage is where you start to get to some understanding of where you’ve got gaps and holes in the customer journey, of where things get clunky in dealing with you and in your dealing with them.

Stage 2: Strategy
This is the one that jazzes ME most because I am a strategy guy. After you’ve assessed the current state of affairs you begin the strategy stage by defining a better envisioned future. This not NOT, “We will fix this gap or that hole.” rather it is a statement about what the customer experience will look and feel like when you’ve created the next generation.

The strategy stage next looks at how to get from where you are today to where you want to be tomorrow, or later this afternoon…we all want it faster don’t we? This includes both near and mid-term milestones and measures of success. You’re creating YOUR map to better CX.

Stage 3: Implementation
In this third stage you’re starting to implement process changes and, in some cases, system or infrastructure changes. You’re targeting the long term goal and measuring against your strategic milestones.

It is important to understand that this may be the longest of the three stages thus far. There will no doubt be immediate, near term, middle term, and longer term pieces of a implementation plan and so patience here is the key. Implementation may also result in the modification of some of those milestones you’ve created as assumptions are challenged or confirmed. You do NOT, however, want to start with implementation or it will go on forever.

Be patient, stick to the plan.

Stage 4: Change Management
If I love strategy I hate change management. It is always so tactical, practical, and nit-pickingly bothersome, but hear me in this: It is absolutely necessary.

When you start making large organization wide changes it is easy for communication as to the “why” to get lost. It’s been said that “Vision Leaks” and this is certainly true in any sort of company wide process or system change. The constancy of a good change management stage is what keeps everyone aligned with the strategic vision and marching in the same direction.

In truth change management works through all four stages but it leaps even more prominently to the forefront when you’re implementing changes that effect everyone.

Which stage have you found the most difficult when it comes to making big organizational changes?

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Curtisofletcher.com four years on

It seems strange to me that tomorrow marks the four year anniversary of this blog. In honor of this auspicious marker and in tribute to the tenacity that it has taken to sustain the effort for four years I’d like to re-post a bit of what I was thinking on election day 2008:

I woke up this morning with the full understanding that today is going to be one of those historic milestone days. We’ll all, no doubt, be glad to be rid of the election campaign messaging whether we’re glad with the outcome of the actual election or not.
It struck me this morning that the overwhelming majority of people I have heard comment on the election “on the street” have all had an underlying theme to their comments…

They’re all voting against something rather than for something.

Most of those I’ve heard in support of Senator Obama have said they’re voting for “change”. One of the major thrusts of his campaign has been that voting for the Republican candidate, no matter who it would have turned out to be, would be a vote for what we have now and thus a vote for “change” is a vote AGAINST what we have now.

In the same way many of the folks I have heard in support of Senator McCain have said that they could never vote in favor of the “socialist agendas” or the “more government” policies of the Dems. Thus, they too are choosing to vote AGAINST something.

Neither conversation have had much to say about what they LIKE about the party or person they’re voting for but a LOT to say about what they DON’T like about the opposition.

Doesn’t this start to feel like our only option is to choose the “lesser of two evils”?

Sure it winds up being painted up much prettier than that but that’s what it boils down to in the end. And, in the end, that is sad.
Sad that there are large numbers of folks voting today to make sure the “other guy” or the “other way of thinking” doesn’t get in.
Sad because it will serve to only further the divide between competing ideologies.
Sad because there will be those who are happy that the others are sad.

If it is true that “a house divided against itself cannot stand” then how much longer have we got as a nation?

No matter what your political persuasion is…
No matter how you voted today…
No matter what your core beliefs…
I like to challenge you to become an agent of change by bringing about reconciliation, community, and relationship.
Cheesy? perhaps…
..perhaps not.

Four years later on I’m not sure we’re doing much better.

Change won’t happen at the political level.

It will only happen at the individual level.

What are YOU doing to help bring about positive change?

How can we each build personal bridges to slow the political rift that is widening in our nation?

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3 Prerequisites for Creating Better Customer Experience

Many companies are starting to come to grips with the reality that providing better customer experiences can be incredible differentiators.

That leaves them wondering where to start. Do they look at customer service metrics? Do they give away freebies to their loyal customers? Do they invest in new information systems?

All or any of the above may be required but allow me to suggest three prerequisites, three places to start before you start investing largely in reinventing CX in your organization.

1. Examine Your Processes
It is all too often the case that the connection points between sellers and buyers are owned by siloed departments within larger organizations.

Before you start budgeting for new CX systems you need to examine your end to end processes, including all the places where customers have a touch point with you. You’re looking for consistent voice, consistent messaging, and consistent knowledge of the customer.

Imagine you attend a networking event where you engage in deep conversation with someone you believe will be a potentially great business partner in the future. You spend nearly two hours talking about mutual interests, past experiences, and possible future endeavors. You make plans to meet for lunch the following week.

What would it be like if you met for lunch and this promising new connection had no recollection of your previous conversation? What if they found everything you had talked about at lunch fascinatingly new even though you had shared it all before?

Examining your processes allows you a way to discover if your customers are having an experience similar to that lunch meeting.

2. Explore Your Purpose
It’s not just processes that need to be looked at in a new light. In most organizations the purpose of the marketing group is to fill up the pipeline, the purpose of  the sales group is to bring in customers, the purpose of the support group is to keep them happy.

What would change if the purpose of all three groups was to create customers who advocated on behalf of your product? What if the objective was to create every customer as a positive reference from the first time they ever heard about your product or service?

Creating end goals that are larger than departmental goals continues the process of breaking down silos and lays the groundwork for better customer experience.

3. Empower Your People
Have you ever found yourself talking to a customer service agent who just doesn’t seem to be able to fix something simple only to find out that when they pass you to their manager the problem gets cleared up straight away?

What would happen if that front line person was empowered to solve the problem themselves rather than having to pass the call to a manager?

By empowering your people to solve problems for the customer you not only streamline process but you create an environment in which every person who connects with a customer feels like they can impact the business positively.

Taken all together it becomes apparent that customer experience starts as a cultural imperative. No matter what systems are put in place, no matter what practices are changed if the corporate cultural doesn’t support the idea of creating amazing experiences for your customers any efforts to change won’t last.

If you were to start today to look for ways to increase customer satisfaction and psotivie experience where do you think you’d encounter the biggest challenges?

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Why All the Changes?

For those who have been following my blog for awhile the changes may seem to have come out of left field. Over the last few months I have had the chance to speak to audiences literally across the country about creating better customer experiences.

In support of those conversations I’ve decided to update the ol’ blog a bit and give it a tighter more professional feel. The object here is that while it is still a personal blog it can now better serve a corporate audience as well.

Perhaps the most significant operational change is that I now can provide a way for you to subscribe to either the entire content set OR to just a specific category. I appreciate those who’ve been following over the years and look forward to continuing to provide interesting thought fodder.

 

 

 

 

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What is CX?

Customer Experience, or CX for short, is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that entity: from awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

While most organizations now how to find, acquire, service or retain customers they rarely take the time to create an organization wide story around the look and feel of a customer’s entire life cycle.

You don’t have to dig too far to find some pretty incredible evidence for the efficacy of excellent customer experience. By way of example:

In order to find out more about how to create customer experiences that can drive satisfaction, increase attraction, and convert customers into advocates subscribe to the customer experience feed and get regular blog posts on building a better customer experience.