Wednesday, April 19, 2006

Playing Small Ball with Customer Experience

On what your customers really think of your experience...

"It appears that one thing that unites companies is that they feel that they deliver not only above-average, but superior customer experiences. Except that when you ask actual customers, they will tell you that almost no companies deliver superior or even above-average customer experiences. Huh. Imagine that.

Nick Usborne comments on an article by Jim Barnes which references a Harvard Business School Working Knowledge article (Whew! How's that for a reference? I think I get a triple word score on that one...or something. Yahtzee!). You need to go read all three articles. They all add a little something to the mix. I'll wait right here until you are done. See you in a minute.

You back? Great.

I think that this disconnect between what company executives believe and what customers actually perceive is a critical point. In case you didn't actually go read those other articles (I'm looking at you...yes, you sitting there at the computer screen with the mouse in one hand....I know, I'm freaking you out with my psychic ability to see through the screen...I'll stop now)...the study reports that 80% of companies surveyed thought that they deliver a superior customer experience. Yet, customers report only 8% of companies as delivering a superior customer experience. That's quite a disparity.

As Jim Barnes notes, "In other words, 'customer experience' is in grave danger of becoming yet another management buzzword that many business people bandy about without fully understanding its meaning or its potential."

My friend Sean used to use a quote that I thought was pretty funny. He used to say "Are you doing quality, right now?" I'm not sure if this was taken from some other source, but it was Sean's way of pointing out the idiocy of following business fads and follies. Buzzword bingo."   continued ...   (Via Improving Customer Experience)

Don't lose sight of the small-ball chasing after homeruns- User Interface Design, Human Computer Interaction (HCI), Ergonomics

Don't lose sight of 'small-ball' chasing after home runs


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