Customer Experience: Define or Capture?
“Customer Experience”, “Customer LifeTimeValue, “Customer Delight”, “Customer Feedback” is something we hear every day. Yet, we are left craving for that “ordinary customer care” in the face of the extraordinary technology that consumes the customer and the customer facing personnnel, with the gap in mindset that is bigger than the FoxPro and Hadoop!
When the Customer experience is predefined, along with pre-defined survey questions, it is almost like the GE Execs in olden years redefining their business to be in top three, irrespective of the business condition!
“Capturing Customer Experience Scenarios”, – anticipated and observed — will make the same level of difference to the industries, that the Insight of Jack Welch made to the GE group.
The “The coming era of ‘on-demand’ marketing” in the McKinsey Quarterly is a good example of visualizing the use case of “Capturing Customer Intent and Usage”, even if it is looking at the “state to be emerging”. And a baseline to understand how the feedback mechanisms and questions (and of course, the incentives to the customer field-force) can be completely redefined.
The ability to define such “Customer Intent and Usage Trains” is going to be a key skills in the emerging world of decision professionals.
Read more online from Peter Dahlström and David Edelman at the McKinsey Quarterly site http://www.mckinsey.com/insights/marketing_sales/the_coming_era_of_on-demand_marketing
Once you finish, let your mind fly out and create some emergent scenarios that you can Capture share with your Sales / Marketing / Customer Service Business Heads. And share the same on the information excellence blog for the benefit of refining your thoughts and sharing and learning with your community members.
For, the ability to complement the thinking hat of your business partner is going to be the biggest “job survival skill” in the emerging era of decision professional.
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