MXM

Best Practice - Create Community

What:

Do your customers know each other? You are a common bond. Can you facilitate opportunities for them to interact? The concept of the "mesh" of crowd-sharing is alive and well.

Example:

NeighborGoods.net makes it easy for real-life neighbors to meet and share ladders, lawnmowers, and helping hands. Airbnb.com helps people find space (a house, a room, a sleeping bag) in other people's homes. Once upon a time, Saturn held annual reunions and factory tours for new car buyers.

Satisfaction Shift (ROI)

What:

Segment your customers into three groups: Detractors, Passives and Promoters. Identify the percentage of your customers that each group represents. Define the value of each group to your company based on how much they spend per visit, per month, per year, or over a lifetime. Now answer the question: What is the business impact of transforming 10% of Detractors to Promoters?

Why:

The answer to this question defines the world of opportunity created by greater customer satisfaction. Pin one big, aspirational number on satisfaction

Just For You

What:

Identify one element of your experience that you can personalize for your customer. Consider the barista who knows and readies your favorite drink, or the car service that tunes your stereo to your favorite radio station. How can you demonstrate to your customers that you really know their tastes?

Why:

Prove that you listen and that you care about the customer's comfort. That builds loyalty. Once you capture that first element, it becomes the foundation for a closer customer relationship.

Benchmark

What:

Choose one interaction in your customer experience. Now benchmark the company that is the best at this interaction. Not in your industry, but on the planet. Look for all companies that are excellent at that single interaction.

Why:

Too many companies benchmark customer experience leaders only in their industry. Thought leaders benchmark outside their industry and leapfrog their peers.

Tip:

Take a look at your MXM Score Card. Scroll to the bottom of the page and see the average NPS scores for Hospitality and Retail. 

Blink

What:

In his book Blink, Malcolm Gladwell explains the power of first impressions. What first impression are you offering your customers? When they walk into your location, what's the first thing customers see? When they call, what's the first thing they hear? Now work backward. Define the ideal first impression and determine what you need to do to deliver time and time again.

Why:

Sometimes we design experiences, and the first impression is the outcome. However, you can flip that approach; start with the first impression and then reinforce it.

Aces Wild

What:

Who are your best customer service representatives - based on customer satisfaction scores, staff friendliness scores and other criteria? If you don't have the data, ask around. When you find those top representatives, ask them what they do and how they do it. Then shadow them and watch them do it.

Why:

Your representatives are closest to the customers, and many understand how to drive customer satisfaction. They have the secret sauce; you just need to capture the recipe. Plus, should you embed their best practices in training, the fact that the idea originated at the frontline adds instant credibility.

The Year 2020

What:

Imagine your customer experience in the year 2020. How will social and technological trends transform the experience? There are no limiting factors. Imagine how you will engage your customers in 2020, and write the story.

Why:

It's fun to stretch your imagination. You'll be wrong (inevitable), and that's okay. But looking far out sometimes sparks an idea that you can reel in to the present day. You are officially a visionary!

Film Studies

What:

What film title best represents your current customer experience? Brainstorm. "Nightmare on Elm Street"? "An Inconvenient Truth"? "Groundhog day"? "As Good as It Gets"?

Why:

OK, what genre did you land in? Comedy, romance, suspense, or something else? Think about your ideal genre and write the perfect title. You see where this can go. Next craft the trailer. Write the script. Create an award winner.