How to Keep the Human Touch and Innovate Your Customer Experience


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    Customer Experience Tips and Best Practices In 2017?

    This is Post 2 of Liliana Petrova’s series on customer experience. She shares customer experience tips, lessons learned, and best practices for the new year. And dives into organizational culture and other customer experience building blocks for brands.

    In the JetBlue blog article, Ms. Petrova explores the importance of “keeping the human touch” when implementing CX innovation tools.

    Customer Experience Tips

    In the article, Liliana notes “all of our panelists — and we at JetBlue — continue to think about how to keep the human experience at the forefront amidst the current focus on technology.”

    That includes insight from Garen Moreno, Director of Strategic Partnership at BMW DesignWorks. Moreno notes, “What’s important is how we’re communicating the information, rather than the actual technology itself. The emotional benefit IS the tech.”

    Technology and Humanity

    Liliana supports this idea. She recognizes the power of emotion. That is the human element of technology and customer experience design. In so doing, she discusses the emotional benefits technology empowers. And she calls out the emotional impact of the seamless experiences technology helps to create.

    Liliana makes underscores the essential role crewmember hospitality plays in creating memorable customer experiences. As we have seen before, the human element must be present to create experiences customers need and want.

    Maintain the Human Touch

    So, head over to Into the Blue. And learn how to keep the human touch.

    Then, start planning how to create human connections through authentic customer experience.

    Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments

    Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.

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    Organizational Culture and Access to Information

    By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet.  It is about leaders expressing values, and the action guidance their cultural behaviors provide.

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