CUSTOMER EXPERIENCE ⭐️ O que é customer experience e como criar uma experiência do cliente incrível

Summary

This video emphasizes the importance of customer experience in business, arguing that experiences, not just products or services, drive consumer spending. The speaker discusses common mistakes businesses make, such as assuming they know what the customer wants or equating good service with a good experience. The key takeaway is that businesses must structure their operations around the customer’s journey, using feedback to continuously adapt. It also highlights the value of testing assumptions and using methodologies like Jobs-to-be-Done and MVPs to validate ideas before scaling. Ultimately, a great customer experience requires a flexible, customer-centered approach.

Takeaways

• 😀 Experience is not just a luxury; it is now a core part of how we spend money, especially in areas like travel.
• 😀 Companies often assume they know what the customer wants, but they are usually wrong. This leads to wasted resources and misguided efforts.
• 😀 The customer journey is not a single path. There are multiple journeys that a company must understand, including hiring, returns, and problem resolutions.
• 😀 Experience is not just about good service; it’s about understanding and shaping the entire customer journey around their needs.
• 😀 A company must focus on the customer’s experience rather than rigidly adhering to internal processes. The customer's experience should shape the company’s processes.
• 😀 An exemplary customer service response can turn a negative experience into a memorable, positive one, as seen with the refund and apology example from the story.
• 😀 To truly understand the customer experience, businesses need autonomy within customer service teams to resolve issues quickly and effectively.
• 😀 Companies must embrace a mindset of constant learning. Instead of aiming for perfection, the goal should be rapid adaptation through short learning cycles.
• 😀 The 'jobs-to-be-done' framework helps businesses understand the real reasons customers buy a product or service, focusing on the problem it solves.
• 😀 Testing assumptions with real customers, through methods like MVP (Minimum Viable Product), is crucial for making informed, data-backed decisions.
• 😀 Customer experience is a dynamic journey that evolves over time. A company must continuously adapt to changing customer expectations and technological advances.

Q & A

Why do people travel during vacations?

People travel during vacations to experience new places, not just for products or services. The experience itself has become a significant part of how they spend their money.

What is the concept of 'experience' in the context of customer value?

The concept of 'experience' refers to a valuable unit of worth, not just an added bonus. It has become a key part of how businesses create value for their customers.

How has the perception of services changed over time?

In the past, services were seen as secondary to products, but today, experiences—comprising both products and services—are considered valuable on their own.

What common mistakes do companies make regarding customer experience?

Companies often make the mistake of thinking they know exactly what the customer wants, focusing on abstract ideas instead of practical solutions, and believing that good customer service alone can create a great experience.

How did the company in the example improve its customer experience after a mistake?

The company responded quickly by apologizing, refunding the money, and sending new socks. They also used customer feedback to identify and fix the defect in their product, improving the experience for future customers.

Why is it important for businesses to focus on the customer’s journey?

Focusing on the customer’s journey ensures that businesses align their processes with the customer’s needs and preferences, creating a more positive and tailored experience.

What is the 'jobs-to-be-done' approach?

The 'jobs-to-be-done' approach focuses on understanding the specific problems or tasks a customer is trying to solve with a product or service. It helps businesses design solutions that meet these needs.

What is the benefit of testing ideas with a small group before scaling?

Testing ideas with a small group allows businesses to learn quickly, make improvements, and identify potential problems before rolling out changes on a larger scale.

How can companies remain adaptable to changing customer expectations?

Companies need to continuously revisit their customer experience strategies and be flexible in adjusting to new customer expectations, as these can evolve over time.

What is the main takeaway about implementing customer experience strategies?

The main takeaway is that creating a great customer experience requires more than just friendly service—it requires restructuring the business around the customer's journey to provide real, lasting value.