As almost all of us talk about customer experience day in and out, it brings an obvious need to understand and take a look into what does the word experience mean; a look at the meaning of experience as per Oxford dictionary –
(1)Practical contact with and observation of facts or events
(2) An event or occurrence which leaves an impression on someone.
Put across in other words Experience is, what I perceive when I interact with an individual, a brand, an organization or an institute. Every entity we talk to in literal terms or the way it impacts our lives gives us an experience – good or bad. These experiences over a period of time become perception, turning into memories driving our decisions to react.
In business parlance, it’s the brand that is remembered and we call it the recollect value of a brand. Every brand gets created by its People- Process – System, the interaction between these three creates the experiences which impact the life of customers. A well designed and thought through framework will always give a lasting impression
A small example will prove the point- importance of soft skills with understanding of processes and systems is always given an A+ in every organization and same is never negated. Organizations spend enormously to train people. However, in spite all of it we have heard the most well trained and knowledgeable work force saying “You are right, however, our processes do not support this” or “this is currently not possible in our system”.
This is where the CX story starts, the organizations need to look deeper and work upon improving, redesigning processes, systems, customer journeys
A quick look at the individual aspect and the relationship:
PEOPLE – Most of the time people level issues are related to soft skills, grooming, product knowledge. A casual analysis shows ambiguous processes or training on processes which leaves the employees wondering, lack of time to settle in to the job or just too many changes to product and systems. Solution lies in providing systems and tools on ground that are easily accessible, easy to understand and act as ready reference for employees, make them confident resulting in creation of a Confident Brand
PROCESS – Effective, robust and easy to work upon are the processes that are simple to understand and implement. In the view to ease the work, we end up complicating it by designing a complex process which in turn would be cumbersome. Hence, every organization should religiously work towards looking at processes and have clear defined timeframe for process relook. As it is said “there is always a room for improvement”.
SYSTEM – The third pillar, the most talked about and the best creation of humans to make the life easy is the system and technology that drives the processes and people. A system is a masterpiece work only if the end user, who is agnostic to technology or the stack or the platform, who is a layman or commoner, can understand it without much of intervention. One classic example for the same is Apple- talk about interface, talk about customer service one single go connects. Another example that comes to mind is Amazon – just provide your mobile number and everything’s sorted.
Many times we use best of technology but sometimes we also end up creating complex system which makes the user feel lost.
And finally, when organizations connect the dots between People, Process and System it often ends up in creation of complex framework, whereas the need is to keep it simple and easy.
Customer experience is about keeping it simple, easy and memorable.