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RIP customer experience: Seven reasons why customer experience is in danger of dying
by Colin Shaw
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I am becoming increasingly concerned that the focus on improving the customer experience is heading the same way as CRM, into failure. I fear this as I am seeing the early signs I saw with CRM and really don't want to see the customer experience destroyed in the same way. Here are seven indications that are causing me concern:
'If I buy this IT system it will solve all my problems'
No it won't! I agree IT systems are part of the reason why many customer experiences are poor but only part of the reason. In my view the big IT companies, with their big marketing spend, are coercing organizations to believe all they have to do is buy an IT system and their customer experience will improve by magic, just like they did with CRM. We all know organizations made huge investments in CRM systems and expected the world to change overnight. It didn't and this sullied the name of CRM.
'Of course I know what the customer experience is about'
No you don't! Back in the day, when CRM was on everyone's lips, I always started a conversation about CRM by asking them 'what do you mean by CRM' as everyone had their own view of what it meant and I needed to ensure we were talking about the same thing. The same now is starting to apply with customer experience. I am seeing an increasing number of people who have a superficial knowledge of what a customer experience is really about. As the saying goes, a little knowledge can be a dangerous thing. Customer experience is a wide topic. It cuts across many areas. Customer experience is about human behaviour, customer emotions and to get the most from it you need to understand experience psychology. Like with anything else, you need to understand what you are doing in order to make a difference.
Read the entire Colin Shaw article
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