I attended an Urban Libraries Council webinar on the customer experience today – it was good! Here are some of my notes from the session.
Speaker – Melanie Huggins, Richland County Public Library
Stuff I found interesting…
User Experience (UX) – interaction between technology and humans
Customer Experience (CxP) – all aspects of a customer’s interaction with an organization, its product and services
Think about the whole interaction – the before, during, and after – that’s the customer experience.
6 laws of customer experience:
1. Every interaction creates a personal reaction
- An experience designed for everyone satisfies no one. You need to optimize for a specific set of customers (ie., use personas)
2. People are instinctively self-centered
- don’t sell things – help customers buy them
- don’t show your corporate underpants
3. Customer familiarity breeds alignment
- think of your company as a large production crew making the stars (front-line employees) shine on stage (during customer interactions) – nice thought!
4. Unengaged employees don’t create engaged customers
5. Employees do what is measured, incented, and celebrated
- me – ok. “encented” is a silly word.
- don’t just expect staff to do the right things. Instead, clearly define good behaviors.
- watch for mixed messages
6. You can’t fake it!
- it has to be top priority to be successful
- advertise to reinforce, not create, positioning (ie., job ads)
Definition of brand: a customer’s gut feeling about a product, service, or organization.