CX Perspectives

Without a leader who believes that today’s business success is about acquiring and retaining customers, you cannot even begin the process of building a culture. Leaders who are passionate about the customer are also passionate about creating culture and employee engagement.

When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.

A customer-centric methodology is key to the successful outcome of my interaction with Hello Spud. It is the reason this story appears here, and not among the CX Big Fails! The company did not send an automated response. It did not deliver a message stating “sorry we couldn’t help you, would you like something else.” Instead, the company co-founder reached out to me personally across multiple channels (a handwritten note, followed by personal emails).

Ten years ago, creating customer loyalty meant assigning a membership number customers fed back to brands at the time of purchase. Customers went through the trouble of keeping track of loyalty numbers, hoping to collect enough points along the

Brands have the power to make customers feel ignored, and even angry. The CX Pyramid crumbles and customer-to-customer behavior, in addition to individual experiences, suffer. Case in point, the New York MTA System.

Used at the right time and place along the customer’s journey, the Wow Moment is an excellent retention technique. When a brand creates personal, relevant experience at exactly the right time, it can build a lifelong, loyal customer relationship.