Customer Facing Experience: Communication and Hospitality
Today, we are talking about communication as part of the customer facing experience. This is one of the most misused and misinterpreted notions both in our professional lives and our personal lives. How many times has your partner, a brand, or your leadership told you that you were communicated TO, but you never got the message? You never really understood what or how they were attempting to communicate. It happens far too often.
Why? And how can we understand communication in a way that enables us to fix this problem?
Communication is Empathy
I know you probably feel like every article we write talks about empathy. You aren’t wrong. Empathy is the root of hospitality. Without empathy you cannot connect to your clients or customers.
Let’s put this concept to practice. In the BtoB, world this could mean that you are far too technical in your communications. You assume your audience (your customers) have the same deep technical know-how that you have. Guess what? 9 out of 10 times they do not. If they did, they would not be a good prospect for you.
You want your potential clients to know less than you on your topic in order to recognize you as an expert. What you do not want is for your prospects not to connect with you enough to understand what you are selling.
In the BtoC space, this often happens when we send out day-of-travel communications. Too often, our messages are perceived as confusing or incomplete. Brands struggle to give instructions in engaging, useful ways. Unfortunately, this reads as a lack of empathy, even if your brand is trying to make an earnest effort to be helpful.
In cases like this, consider infographics. Granted, they are more time consuming to produce. However, a picture speaks thousand words. Take that extra time to make sure you really connect with your traveler. Guide your traveler as a good concierge should, so they feel your support and care in their moment of confusion.
In both scenarios, the BtoB and the BtoC, communicating empathy clearly requires you to get someone else to look at your communications and provide expert, unbiased feedback. This is key. Do not communicate with yourself. Communicate with others.
Communication is Design
Some people feel overwhelmed and do not know where to begin with customer communication. In those cases, start small.
Put yourself in the shoes of your customer for a minute. What would you want from the interaction you are designing? Now, keep that at the focus of your design.
Let’s take a website as a digital communication tool. A website is often a source of useful information for your visitor. Consider this touchpoint with that concept in mind. For BtoB, a website is the communication tool that says to the potential client “this brand is an expert at the field; it is reliable, and has a depth of previous experience and proven results.”
Are you Neglecting the Customer Facing Experience?
If your website feels like a maze, and your visitor has no clue what you are selling 30 seconds after he/she has landed on it, you have not only communicated poorly, you have not communicated at all! In web design, less is more. Avoid communicating all that you have and re-purposing existing communication materials wholesale from other mediums. Give web design the proper time, attention, resources, and INTENT. Remember that web design is a key component of customer experience design.
Effective Communication Matches the Customer Journey
Back in the day, JetBlue had a great “Deals” page that I was responsible for. Our customers could not find this page for the life of them! We had not created the proper path to it so people were not using it.
The danger in this, especially in bigger organizations, is that someone looking at the web analytics might suggest that a page like this is taken down altogether. That would have been the wrong business decision. Instead, we opened a project to perfect the algorithm of the deals generator and put the page on the “landing page” of JetBlue. In other words, the moment you reach www.jetblue.com you can see a link to Deals. The Explore menu is next to Book on the main page. There is literally no more prominent place on a travel website than the button next to book!
Remember the Customer Facing Experience
So, take the time and effort to really think about the digital journey of your customers and arrange your information strategically on their path. This makes the customer facing experience feel easy, seamless, and intuitive.
Communication is one of the most powerful customer experience tools. When your customer or client interacts with your brand he/she has different needs and existing knowledge at each touchpoint. Communication feels like interaction when you design the content of your communication with all this in mind. Every step of the way. Regardless if that means putting the right wayfinding sign at an airport, or the right link on a webpage.
Employee Engagement and Wellness In The Workplace: Guest Post
Today, The Petrova Experience brings you a guest article about employee engagement and organizational culture. This piece is by Natalie DeVito, of Commonwealth Joe. Commonwealth Joe is an innovative company,…
3 Ways to Create a Better Employee Experience Strategy
Guest Post by Gabe Smith, CCXP for The Petrova Experience The relationship between employee experience strategy and customer experience has long been discussed. Without engaged employees, we’re told, it’s difficult…
How To Define Your Purpose And Have Unique Culture
If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of organizational…
Hospitality Experience and Why We lack Seamless Travel Experiences
Hospitality is taken for granted across government agencies, airlines and hotels. In my line of work, I often hear “I want to have the JetBlue customer experience.” Although many claim…
Paperless Customer Journey – JetBlue Deviceless Boarding
JetBlue Biometrics – Innovation and Disruption This year, JetBlue entered the ranks of the innovators who disrupt industries by applying customer experience technology. They not only imagine the future. They…
Liliana Petrova Talks Patient Experience in Healthcare Podcast
Recently, we recorded a podcast on patient experience in healthcare with Stacey Richter. Today, we are excited to share it with you. On the episode, we discuss travel and healthcare…
Even the US Government is Jumping on the Customer Experience Train
As we get ready for 2021, we have been diving in to the top customer experience trends we see on the horizon. So far, we have looked at why customer…
Autonomous Customers, Traveler Privacy and More Questions for CX Professionals in a Changing World
“As we move toward a more automated culture, most travelers will adapt to a Jetsonian, automated lifestyle. Every industry we know will be disrupted. For those of us in aviation,…
Are You Ready to Go Exclusive with Jane, Your Digital Concierge?
In 2015 JetBlue introduced bag fees. Seven years after the competition. The media exploded. Many publications were negative. They blamed the airline for “selling out.” One headline read “A New…
4 Career Tips to obtain a Customer Experience Role
In honor of the 4th of July, we are rounding up 4 career tips for CX professionals. Set aside some time during the break from work to take stock in your CX career and evaluate the steps you need to get to the next level.
Customer Experience Audit: Domino’s Making the Right CX Choices
Editor’s Note: This post is part of a series of Customer Experience Audit – as series of articles featuring examples of good customer experience and bad customer experience in practice….
How a Personal Interaction builds Repeat Customers
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).
Why You Need Culture Not Call Center Training for Customer-Centric CX
If the organization does not understand what customer experience is, you will not get the funding or organizational support you need to build customer-centric experiences.
United CEO does not care about #customers happiness. Really?
Lately, I have been thinking about United Airlines and its organizational culture. Initially, I thought about United Airlines culture because someone asked whether it is possible to build a customer-centric…
Healthcare Whitepaper: Impact of Patient ‘I Wants’ in Healthcare
Rachel Dreyfus joins The Petrova Experience with a guest blog about patient experience. Background A culture of positive patient experience is increasingly important in Healthcare, affecting patient outcomes and satisfaction….
Culture Starts at the Top
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.
Is Covid19 What We Needed to Build Seamless End-to-End Travel Experience?
On January 10th, we published an article called The Future of Travel We Deserve. In it, we laid out the foundation necessary to implement innovation at scale. Four months later,…
Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
Eighteen years ago, September 11th caused a three-day halt of the US commercial airlines and resulted in a 31.6% reduction in travel in September 2001 compared to the previous year….
Why Customer Retention is the True Measure of SaaS Success
Guest Post by Callie Reynolds for The Petrova Experience In SaaS (Software as a Service), like in most businesses, sales is king. Sales gets the glory, and while I’d like…
Do You Know Why The Iconic Brand Toys ‘R’ Us Closed Doors Despite All Our Memories? #RetailBlues
The year is 2016. You are the CEO of Toys ‘R’ Us. Your brand still controls 13.6% of the toy market although the company is highly leveraged, a strategy of…
Holiday Wishes for Great CX: Career Advice Edition
Every successful customer experience initiative starts with a skilled CX team. Brush up on your CX skills to strengthen the business case for CX; to develop relationships within your organization; and to deliver standout customer experiences in the new year.
Why Bt2B Businesses Must Think Like B2C in the Next Decade
B2B vs B2B thinking makes a real difference when it comes to customer experience. According to Gartner at least 80% of B2B buyers now expect the same buying experience as…
Leadership During the Pandemic: Guest Post by Rachel Dreyfus
This is a guest post by Rachel Dreyfus, President, Dreyfus Advisors, who researched leadership and organizational culture during the pandemic. How has Covid19 influenced leadership over the past three months?…
What is Human-Centered Design and how to Leverage it in 2021?
At its core, design is about value creation. In the world of Customer Experience, value-driven design requires CX professionals to use empathy to imagine a future customer experience that is…
Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players…
How to Prepare for AI: Dispatches from CR Summit, Charleston
On the eve of the #CRSummit in Charleston, customer experience leaders from various industries held the first AI Committee meeting. AI is a challenging topic to cover because it has…
2021 Customer Loyalty Strategy – Relationships over Transactions
According to the Salesforce Connected Customer Report, 90% of consumers expect companies to clearly demonstrate their values and 66% expect brands to demonstrate empathy. In other words, when thinking about…
Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….
Customer Experience, Self Service, and the Gift of Time
Time is the most precious gift in life. If you think about it, time is the one thing we all want more of. As we get older and busier, time gets even more valuable to us.
Hiring Tips: Who Should I Hire First on My CX Team
The pressure to demonstrate business impact and ROI on your Customer Experience initiatives quickly makes your first hire even more important. As usual, there is no answer that fits all scenarios perfectly. We have some helpful strategies to consider based on the structure of your organization and your goals.
What Can Casino Consulting Firms Learn from Airlines?
Today we’re talking about casino experience. Casinos and airlines are similar in their operational complexity and sense of wonder. They also are similar in the way they can implement technology…
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…
Coronavirus Travel: What Does Hospitality Mean Now?
I want to tell you about my recent passenger experience. Earlier this week, I traveled to New Orleans from JFK Terminal 5 in New York. I had planned an airport…
Customer Experience Audit: Mobile Provider Eliminates Remote Workforce
How to balance the efficiency call center metric FCR (first call resolution) with wait and talk time? JetBlue promotes human interactions as a brand promise.
How to talk to your CFO about customer experience and revenue growth
Last month we introduced the topic of Customer Experience ROI and the complexity of building a good business case for it. The Customer Experience business case is strong, but not easy to prove. Today we will focus on two big wins of a successful customer experience investment – revenue and customer growth of your business.
From Pain Points to Magical Moments: Transform the Customer Experience
Argyle Journal interviewed Liliana Petrova about emerging self service technology and meeting and exceeding customer expectations in airports. One such way, as Liliana explains, is to create magical customer experience…
What is the best question for your CX Survey?
As customer experience professionals, we need to factor in this disconnect when we design surveys. And when we react to survey results. Customers have an image of who they want to be. However, their behaviors do not always reflect that image.
Customer Experience Audit: FedEx Omnichannel Disaster
In our Strategy, Org Design & Culture series, we cover customer-focused companies that are willing to adapt, take risks and discover new ways of staying relevant. Sometimes, we encounter brands…