Operationalize
I used to say that I don’t know anything about Marketing.
Then I started spending a lot of time with marketers. They’re an interesting bunch, and considering that, as I like to say, Marketing and CX share two sides of the same coin—that being the Brand Promise—I’ve had many conversations as our work compliments each other.
But what of that interaction; the interaction between Marketing and Customer Experience (functionally, I mean)?
The way I see it (and here’s your chance to validate that, perhaps, I still don’t know anything about it!), Marketing is all about building a Brand; at least in theory. I don’t mean that’s my theory. I mean that the brand that Marketing builds is, well, still on paper, so to speak. […]
Shu Ha Ri for CX?
Having spent a lot of time in education—corporately doing plenty of L&D work, having had lots of clients delivering workshops and such, and of course as a professor—I’m intrigued by how folks learn. What’s lost on a lot of educators, unfortunately, I’ve found, is the purpose of education in the first place.
Now, I don’t mean ‘capital-E’ “Education”, in the sense of higher-level pedagogical high-falutin’ smart-guy how-to-teach-people stuff (as its own profession, say). Rather, I mean in-front-of-a-class-all-day, getting-stuff-across-to-people-so-they-can-do-stuff-type work. It’s in that longer-defined latter sense that I think people in the former view miss the real reason we want people to learn: Not simply to have knowledge, but rather, so they can use what they’ve learned.
Anyway, this occurred to me recently when I ran across a new (to me) concept called Shu Ha Ri.
I’ve always guided myself as a teacher by a couple similar (and related) phrases:
- Use the tools, don’t let the tools use you; and
- It’s okay to do it wrong, as long as you’re doing it right.
(If you know me or have ever sat through a class I’ve taught, you’ve heard me use either of both of those a lot.)
Well, Shu Ha Ri embraces this philosophy to a T. […]
No, I don’t want to log in
I recently had a ridiculous interaction with one of our household service providers. I had a general question about one of their policies and went online to check out their FAQs to see if I could get an answer. A usual pet-peeve of mine, that endeavor was fruitless (whoever determines which questions are “frequently” asked clearly spends no time considering questions people may have), but for another article altogether.
So I engaged the chat function.
Navigating beyond the bot, which had little more than the FAQs to share (pet-peeve number two…are we keeping track of other articles I need to remember to write?), I got to a person and posed my query.
The actual person with whom I was chatting immediately asked me for my account number to verify me.
Nah, that’s okay, I said. I’m not inquiring about my account or any activity or charge or anything like that. I just have a question about your policies. Can you tell me, …?
I’d be happy to help, came the reply…I just need to verify you in the system first. […]
Getting CX Right: Copper Mountain Resort
I posted about this way back when it happened, but I’m enjoying working from the mountains these past couple weeks, so the experience is in mind, and I figure it’s worth drawing your attention to it in a more formal manner:
Copper Mountain ski resort in Summit County, Colorado, is my mountain. I love it, so I’m partial to them anyway. If your kid brings home an A, he’s the smartest one in school. So, I may be inflating this experiene a bit. (I could offer them plenty of CX criticism, like why on earth do they close the Excelerator lift at 3:30 when there’s still plenty of skiing left to do up there?! But anyway.)
And, in reality, this example of GCXR is, fair enough you’ll see, a bit esoteric to us CX practitioners. But still, here goes: […]
Maybe you don’t need CX
Customer Experience is a very important part of advancing your brand. In fact, as I like to say, CX is the delivery of your brand. When you think about your Brand Promise, your Marketing team spends a lot of time and energy developing and designing it.
It turns to the CX function in your organization to deliver on that promise.
That takes an awful lot of investigation into your Customers’ insights, identifying the gaps between what you’re telling the world you’re all about and what your Customers are actually getting in the real world. Then it’s turning your Process Engineering efforts toward those identified gaps and going to town improving how you do what you do so that what your Customers are experiencing is what your Marketing team is promising.
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Your Customers have figured it out. Have you?
My local grocer has a problem. All of us who shop there are aware of it, and even compensate for it. But it doesn’t seem that they even realize it.
Ours is a pretty urban location in the midst of a university neighborhood. Sure, there are a few families with their 2.3 children each, but most of the households either have no-kids or are comprised of college kids themselves. Few people here ever shop big. Even if we only go shopping once a week, we’re not buying a ton of groceries most times we go there.
So, we appreciate those half-sized grocery carts. Growing up, whenever I went shopping with Mom, we always used those regular-sized buggies. When we were smaller, we’d even want to ride inside them. These days, they make them with cutesy faux-cars attached to the front so kids can play like they’re driving around the store while Mom or Dad gets the work done. But I can’t remember the last time I needed that much space, and I appreciate the simplicity (and appropriate size) of those smaller ones.
The grocery store in our neighborhood seems to have about four of them. And all of us who shop there are always wrangling for them amongst each other. […]
