Media Futures recently interviewed Dr Brown at the AMI CX Summit
Here’s a snap shot summary of what Dr Brown had to say –
1. Question : How does Customer Culture drive customer experience?
Response : This involves a test and the test is what happens when things go wrong for the customer. Two things can initially happen, either you dismiss the problem or you are dragged begrudgingly to address the issue. The smart way is to ask how can we fix the customers problem.
There is a good example of the right way to handle the customer experience.
In this case a bike retailer in the USA. The story goes like this. A husband was having a birthday and the wife selected a new bike at a well known bike shop, Chris Zane Cycles which is renowned for customer service. Across the road was a restaurant, the wife was to take the husband to dinner and afterwards come across the road to the bike shop, point out the bike to the husband and say it’s yours…happy birthday. The bike had not been sold, but the responsible person had forgotten to put the bike in the window. The customer had paid a 50% deposit on the bike - $400 After dinner the husband and wife did indeed come across the road to the bike shop and you guessed it…..no bike to be seen, it had be sold and removed from the window. The wife rang the manager of Chris Zane cycles. The manager immediately went to see the wife, offered a 50% discount on another bike and vouchers for a meal for two at the same restaurant.
The wife was delighted and became an advocate for life. But
the interesting thing is the person from the back roomwho removed the bike from
the window persoanlly wrote a cheque to Chris Zane Cycles as compensation as it
was that person’s mistake and should not have removed the bike from the window.
The cheque is now framed and on display in a frame at Chris Zane cycles. This
is a test of culture. What we do directly impacts the Customer Experience .
2. Question : How do we confront superior CX and make it profitable?
Response: The first thing is to help everybody in the business develop a customer mindset. We know that between 40 to 70 % of buyers leave their supplier just because they think the supplier does not care. There needs to be training and development within organisations that says we expect you to to care about our customers. It is relatively inexpensive to put in place yet it has a big impact on customer retention. You can actually measure what it means to lose a customer and the impact on the business. The other take out is that people start to look at their processes and what they are actually doing in the business and what helps or inhibits the customer. In the banking and insurance industry as an example they have tried to simplify the legalese and jargon and make it simpler for the sales person to explain the policy and easier for customers to understand. The benefit to the business is a reduction in costs and a simpification of the process. The customer experience is superior and you are doing it in a way that is profitable.
3. Question : Is crowd funding the new currency in the CX chain, does this generate new loyalty streams?
Response: I think it can. The sustainability of loyalty streams is yet to be proven but one example of it working is a company called Naked Wines who invite customers to be a part of a new wine vintage. Members become “ Angel investors” the angel investors effectively fund the new vintages of boutique wineries. "Angels" pay $40 per month and build up a credit against which they can buy the new vintage wines from their favourite wineries.By connecting with the boutique vineyards they are interested in and becoming involved in new ventures and forward funding. In return they enjoy the new wine releases in which they have invested.
This is a good example of crowd funding.
4. Question: What is the difference between a Chief Customer Officer and the Traditional Marketing Director?
Response: The big difference is that the Chief Customer Officer has a role to help the business in superior customer experience across all touch points and look at ways to redesign the experience and improve it. The CX officer needs to be involved in the entire customer culture. It’s about the delivery of value and customer experience. The Marketing Director has traditionally been a function rather than across the whole business and has been a targetted approach for campaigns and new product developments. The CX officer requires a broader outlook and a customer culture which marketing should have lead but which has not lead in that direction. There is a big difference between the two.
Media Futures undertook this interview as an update on trends and thinking within the broader communications industry.
The aim is to be more predictive and how that effects future media models and audiences.
The payback to companies, organisations and advertisers is to be more precise in how they go to market and be able to operate more effectively.
If your media policy, media strategy, media planning and media buying have not addressed Customer Culture and Customer Experience it is worth investigating this important sector.
Contents copyright Media Futures 2016