THE 6 LAWS OF CUSTOMER EXPERIENCE

BY BRUCE TEMKIN CUSTOMER EXPERIENCE TRANSFORMIST &MANAGING PARTNER TEMKIN GROUP

About the author

Bruce Temkin is Customer Experience Transformist & Managing Partner of Temkin Group. Bruce is the author of Customer Experience Matters. Bruce was Vice President & Principal Analyst with Forrester Research. Bruce holds a masters degree from the MIT Sloan School of Management.

ABOUT TEMSKIN GROUP Temkin Group is a customer experience research and consulting firm with one simple goal for its clients: increase customer loyalty by becoming more customer--centric. BASED ON 4 CORE BELIFS: CUSTOMER EXPERIENCE DRIVES LOYALTY IMPROVEMENTS REQUIRE CONSISTENT CHANGE. ITS A JOURNEY & NOT A PROJECT. WE CAN HELP U MAKE A DIFFERENCE.

DEAL WITH THE WORLD AS IT IS, NOT HOW YOU WOULD LIKE IT TO BE. JACK WELCH

6 laws of customer experience.

Every interaction creates a personal reaction. People are instinctively self-centered. Customer familiarity breeds alignment. Unengaged employees don't create engaged customers. Employees do what is measured, incented, and celebrated. You can't fake it.

INTRO.
Experiences are totally in the eyes of Beholder One experience can be good for one and can be bad for another person.

Experiences designed for everyone satisfy NO ONE

CHAPTER- 1 CUSTOMER EXPERIENCE LAW -1;

Every Action Creates A Personal Reaction

IMPLICATIONS....
Experience needs to be designed for individuals Focus on interaction,on narrow segments. Customer segments must be prioritized Cater by segmenting customers

Customer Feedback needs to be key metric Use VOC(voice of customer) program to understand them and how far are you able to reduce the gap.

CHAPTER- 2 CUSTOMER EXPERIENCE LAW-2

PEOPLE ARE INSTINCTIVELY SELF- CENTERED

INTRO
This chapter talks about how peoples own references influence what they do & how they do it. Customers care intensely about their own needs & desires but they dont generally know or care about how companies are organized. Employees also have their frame of reference, that includes deeper understanding of products

This might lead to problem & reflect frame of references of Employees & not Customers. - A Self Referential Design.

IMPLICATIONS
You Know more than your customers; deal with it. Dont sell things, help customers buy them. Dont let company organisation drive experiences. BOTTOMLINEMAKE THE SHIFT FROM SELF CENTEREDNESS TO CUSTOMER CENTEREDNESS

LAW 3: Customer Familiarity Breeds Alignment

IMPLICATIONS OF LAW:

Dont wait for organizational alignment.

Broadly share customer insight.

Talk about customer needs, not personal prefrences.

CHAPTER -4 Unengaged Employees Dont Create Engaged Customers

Accordingly Harvard Business Review: Profit and growth stimulated primarily by customer loyalty. Loyalty is a direct result of customer satisfaction. Satisfaction is largely influenced by the value of services provided to customer. Value is created by loyal and productive employees. Walt Disney also captured this concept very simply: you can design and create and build the most wonderful place in the world. But it takes people to make a dream a reality.

Some of the laws for productive employees who create engaged customer
Don't under-spend on training.
Make it easy to do the right thing. Communicate, communicate, communicate.

Find ways to celebrate.

Measure employee engagement.

THE BOTTOM LINE: CUSTOMER EXPERIENCE DEPENDS ON EMPLOYEE EXPERIENCE.

CHAPTER- 5 CUSTOMER EXPERIENCE LAW -5;

Employees Do What Is Measured, Incented & Celebrated

INTRO
This Chapter is about how employees are to be dealt with, in order to provide better experiences to the customers. Key elements of the Corporate Environs:The Metrics that are tracked, The activities that are rewarded, The actions that are celebrated. These 3 items collectively drive employee behaviour & how they ultimately treat customers.

IMPLICATIONS
Dont Expect people do the right thing. Clearly Define good behaviour. Watch Out for mixed messages. BOTTOM LINEDONT BLAME EMPLOYEES, FIX THE ENVIRONMENT

Dont hide behind a 4th priority Sometimes its better not to start Advertise to reinforce, not create positioning `

THE BOTTOM LINE: IF YOURE NOT COMMITTED TO CUSTOMER EXPERIENCE, YOU CAN ONLY FOOL YOURSELF.

conclusion
Dont Break The 6 Laws. Conformation to these laws will lead to great experiences to your customer. Treat them as sacred. Make sure youre not breaking them. Share them with others.