Customer Experience

Summary

The speaker emphasizes the difference between customer experience and customer service, stating that customer experience is everyone's responsibility, not just a department's. They share examples of creating memorable experiences, such as Ferrari's focus on the sound of their cars or the personal touch offered at their office. The talk highlights how meticulous attention to detail in customer experience can shape a brand. The key message is that customer experience is a process, not magic, and requires dedication, patience, and a willingness to challenge the status quo.

Takeaways

• 😀 Customer experience is different from customer service; customer experience is everyone's responsibility, not just a department.
• 🏢 In a customer experience-focused organization, every employee, regardless of their role, is responsible for contributing to a positive customer experience.
• ☕ The speaker's office culture emphasizes hospitality, where everyone, including the CEO, offers drinks to clients, highlighting the importance of personal care in customer experience.
• 💼 Shifting from customer service to customer experience requires courage and significant organizational change.
• 🎯 Every organization should have a clear promise or brand purpose that defines what they stand for, like Ferrari's association with speed and luxury.
• 🚗 Car brands like Ferrari and BMW focus on details, such as sound design, to enhance customer experience. Every sound and feature is carefully engineered to create an emotional connection.
• 🎶 Ferrari, BMW, and Mercedes-Benz design their car sounds differently, creating unique driving experiences that reflect their brand identities.
• 💡 Customer experience can be engineered and manufactured through careful planning, processes, and attention to detail.
• 🔄 Change is difficult because organizations have 'immune systems' that resist it, but with determination and patience, transformation is possible.
• 🏁 Success in customer experience, like in racing (citing Lewis Hamilton), doesn’t have to be easy, just possible, requiring persistence and a shared vision.

Q & A

What is the main difference between customer service and customer experience as described in the script?

Customer service has a dedicated department responsible for servicing customers, while customer experience involves everyone in the organization being responsible for how customers perceive and experience the business.

How does the speaker's company demonstrate being a customer experience organization?

In the speaker's company, everyone, including the speaker, takes responsibility for customer experience. For instance, it's a rule that whoever meets a visitor first must offer them something to drink, demonstrating that caring for the customer is everyone's job.

What challenge is highlighted about implementing a customer experience organization?

Implementing a customer experience organization is challenging because it requires true courage in decision-making and operational changes, ensuring that every employee takes responsibility for the customer experience.

What is meant by 'brand promise' according to the speaker?

Brand promise refers to the specific commitment or value an organization stands for. It reflects what people think about when they hear the organization's name or interact with its products.

How does Ferrari's brand promise serve as an example in the script?

Ferrari's brand promise is demonstrated through its association with motorsports, speed, Italian craftsmanship, and performance. Everyone at Ferrari is responsible for ensuring these qualities are reflected in the customer experience.

What unique focus does BMW have that contributes to its customer experience?

BMW has an entire phonics department dedicated to designing the sounds in its cars, such as the pinging noise when opening the door or the sound of the indicator. These details contribute to the overall driving experience.

Why does the speaker emphasize obsessing over details in a customer experience business?

The speaker highlights that obsessing over details is crucial because customer experience is about how all components of a product or service come together. Each small aspect, like the sound of an exhaust or a car indicator, plays a role in shaping the customer’s perception.

What does the speaker mean by saying 'customer experience is not magic, it's process'?

The speaker means that delivering a great customer experience doesn't happen by accident. It requires deliberate processes, effort, and a well-trained team, as it is something that can be systematically manufactured.

What is the speaker's perspective on the difficulty of achieving change in an organization?

The speaker notes that change is difficult because organizations have an 'immune system'—the established way things are done—which resists change. However, the speaker believes that while change is hard, it is still possible.

What motivational message does the speaker leave the audience with?

The speaker quotes Lewis Hamilton, saying, 'It doesn't have to be easy; it just has to be possible,' encouraging the audience to believe in the possibility of achieving difficult changes in their organizations.