By Skip Henk, EDP, President/CEO of Xplor International
Over the last year I have been spending a great deal of time better understanding the varying intricacies of a customer experience, its relationship to our industry, and how a great customer experience can pay big dividends.
An article I read the other day by Warren Buffet said, “Your business will succeed if you execute this three word mission, DELIGHT YOUR CUSTOMER.” Speaking at the 20th Graduation of Goldman Sachs’ 10,000 Small Businesses at LaGuardia Community College, Buffett told the graduates: “Tomorrow morning when you look in the mirror after you’ve gotten up, just write — or just put it in lipstick or whatever you want — ‘delight my customer’ not ‘satisfy my customer.’ ‘Delight my customer.’”
This perhaps is the most descriptive and succinct definition of a the Customer Experience I have read.
(To read the article http://tinyurl.com/jxgghuy )
We have dozens of customer experiences each week which can vary greatly. Whether you are dropping your clothes off at the cleaners, going to the grocery store or ordering on Amazon we have plenty of opportunity to be delighted.
Some of the most mundane of interactions can be delightful with delight being driven by expectations.
Customer experience is how we expect to be treated in a given situation. When we go to the cleaners, we don’t want to wait in line too long to drop them off and we want our clothes cleaned properly and ready when promised. At the grocery store, we expect shelves to be well stocked, for the store to be clean and for there to be plenty of cashiers or self serve kiosks to minimize our wait when leaving. When ordering online, we look for availability, price, shipping costs and time. Then we expect our purchase to arrive on or before the date promised.
Expectations vary based on the task and whether we have high or low expectations. When expectations are met, it represents a good experience.
Put the Patty on the Damn Bun
I occasionally go to a fast food restaurant, typically with fairly low expectations. I do expect to wait if I go during a peak times and I automatically assume my order is will not be right, so I check it. I also expect that it is at least warm. Reasonable but certainly not high expectations.
Last week, I had a Big Mac craving and ventured to McDonald’s to order myself a Big Mac and fries. (Don’t judge me, I know the Big Mac is 560 calories and fries add an additional 368 calories; this isn’t the point) The “customer experience” was going along well, I did not have to wait long, the order appeared correct and I saw the fries come out the fryer, so they were nice and hot. I was good to go. I sat down to eat and opened my Big Mac finding BOTH patties were hanging halfway off the bun. Not sure exactly why it crossed me but it did.
As I looked at my burger I contemplated taking it back but decided not to do so. What I realized is that the customer experience can in fact be a moving target with expectations theoretically changing with each transaction. The same may hold true for our industry.
At the Xplor at Graph Expo breakfast session, September 27th in Orlando, our panel, moderated by Matt Swain of Infotrends, will try and answer the question: “With advancements in technology and changes in human behavior, is offering a superior customer experience a moving target?”
If you are planning to attend Graph Expo, I invite you to attend our complimentary breakfast session sponsored by Canon Solutions America, Compart North America, Pitney Bowes and Xerox Corporation. For more information and to register, visit the event website.
As far as my Big Mac expectations, “Put the damn patty on the bun!”
Skip Henk, EDP