Episode 72: If You Really Want to Show Your Customers that You are Loyal, Don’t Expire Their Loyalty Points!

Join us as we discuss one of the biggest annoyances in air travel, treating your most loyal customers poorly, and the importance of learning all you can about your customers.

Eliminating, Expiring, and Understanding – Oh My!

[CX Press] How are You Treating Your “Middle Seat” Customers

A review of “Airlines are finally fixing the middle seat” at FastCompany.com by Mark Wilson.

Everyone who has been on an airplanes knows the dread of being assigned to the middle seat. No one wants to get assigned to the middle seat – and yet, it happens to one-third of passengers on every flight. One airline believes they may have the solution to this problem. By lowering the middle seat and moving it back a few inches, the middle seat passenger will have more room.

By using a little bit of creativity and applying the technology that is available to you, most [customer experience] problems are solvable.

– Dan Gingiss, co-host of the Experience This! Show podcast

While adjusting the positioning of the seats won’t change the capacity of the plane, it has the potential to improve the customer experience of one-third of the passengers. Are there customers in your business that suffer a “less than positive” experience based on where they sit? (or some other arbitrary factor in your business). If so, how can you use creativity and technology to enhance their overall experience.

[Say What?] Expiring Customer Loyalty Rewards Doesn’t Feel Very Loyal to the Customer

Company loyalty programs that give customers rewards for repeat business are often riddled with regulations and rules. What should be a program designed to make customer feel appreciated, often ends up leaving customers feeling unimportant and insignificant. Customers often lose their rewards if they don’t utilize the company frequently enough, which fails to take into consideration changes in the customer’s life and can eventually result in a customer deciding to never do business with a company again.

So here’s what all these loyalty programs are really about: they’re about creating such an affinity, such a connection, such a desire for the prizes, that the customer will continue to come back for more. That [the customer] will continue to spend more. What better way to convince someone to spend more than to make every dollar they spend “count?”

– Joey Coleman, co-host of the Experience This! Show podcast

Archaic and draconian loyalty programs often end up hurting the customer experience. To make sure that your loyalty programs actually produce loyalty for your brand, examine your policies, procedures, legal disclaimers, etc. and look for anything that isn’t customer-centric. Explore ways to revise these terms and conditions in an effort to improve the overall experience. Don’t forget: how a company treats a customer “on the way out” is critically important. Onboarding and offboarding both have great impact on the customer experience.

[Start the Conversation] Avtex: Bots in the Contact Center

Bots offer extended functionality and enable customers to find answers or support without the involvement of a live agent. Unfortunately, without a defined strategy, a bot implementation can take a negative turn and lead to frustration for customers, agents, and leadership.

Things to consideration when planning your bot experiences:

  1. Don’t Try to Fool Customers – they know when they are interacting with a person or AI – be transparent at all times.
  2. Focus on Creating a Conversational Interaction – making the interaction seem natural and seamless is important.
  3. Ensure Your Bot is Capable of Actually Helping – integrating the bot with other data sources and platforms is key.
  4. Don’t Jump into 100% Bot-Only Transactions – help your customers get familiar with your bot by rolling out implementations slowly across all divisions of your organization.

Start the Conversation today by asking: Have we fully explored the role bots play in our customer interactions?
To continue the conversation, go to: experienceconversations.com

[Book Report] How Does “Customer Understanding” Apply to Your Organization?

Annette Franz, founder and CEO of CX Journey Inc., (a global customer experience strategy consulting firm) and executive board member of the Customer Experience Professionals Association, recently released a new book: Customer Understanding.

In her book, Annette notes that “listening, characterizing, and empathizing, are the three ways to build customer experience.” She dives into the importance of customer journey mapping, as well as the importance of putting the customer at the heart of your business.

Don’t just ask customers about the experience… listen as well. Let customers tell you about their needs, and desired outcomes, and how well you are performing against their expectations in whatever method or channel they want to.

Annette Franz, founder/CEO of customer experience strategy firm CX Journey, Inc. and author of Customer Understanding

If you want to see just how important it is to understand your customer and put them at the heart of your business, make sure to read Customer Understanding!

Links We Referenced

Host Contact Information

Tweet Dan Gingiss: @DGingiss

Email Joey: JoeyC@JoeyColeman.com

DanGingiss.com

JoeyColeman.com

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Episode Transcript

Download a transcript of the entire Episode 72 here or read it below:

[SHOW INTRO]

Joey Coleman: Welcome to experience this where you’ll find inspiring examples of customer experience, great stories of customer service, and tips on how to make your customers love you even more.

Dan Gingiss: Always upbeat and definitely entertaining. Customer retention expert Joey Coleman.

[CX Press] The Middle Seat

Dan Gingiss Join us as we discuss one of the biggest annoyances in air travel, 

reversing a bad decision and learning all you can about your customers. 

Joey Coleman Eliminating, expiring and understanding, oh my! 

Joey Coleman There are so many great customer experience articles to read. But who has the time? 

We summarize them and offer clear takeaways. You can implement starting tomorrow. Enjoy this segment of CX Press, where we read the articles so you don’t need to. 

Dan Gingiss Today’s CX Press article comes to us from Mark Wilson of Fast Company and it’s entitled ‘Airlines are finally fixing the middle seat.’ So if you’ve ever flown on a plane and had to sit in the middle seat you know how horrible of an experience it can be. 

Joey Coleman It’s the worst! Avoid the middle seat like the plague. 

Dan Gingiss Exactly and yet a third of people on the plane are sitting in this horrible seat. And recently the FAA, the Federal Aviation Administration, for those not in the United States approved a new model for a middle seat, that is actually going to be put on 50 planes by the end of 2020. And the idea behind this seat is that there’s a slight shift in the placement of the seat to allow for more room. It’s actually a little bit lower and a little bit behind the seats on the left and the seats on the right side. 

Joey Coleman This is kind of a let me get this right. You’re in the middle seat and now you’re going to be behind, and lower, than the people, because you’ve already felt like you behind and lower than the people – now you’re actually going to either  physically behind and lower than the other people. 

Dan Gingiss Well, but apparently, what happens here is that that middle seat actually ends up getting widened by three inches and that avoids, as you may recognize Joey, the dreaded double armrest problem which is, when you’re in the middle seat and you get no armrests because the guy on the left and the guy on the right are stealing them from you. This actually gets rid of that problem. 

Joey Coleman Yeah. And lest anyone think we’re being sexist it always is a guy who’s stealing the seat, who hasn’t recognized the rule of flying which is, if you’re in the middle , you get both armrests. That’s the rule of flying. It’s not printed anywhere, you don’t agree to it when you buy your ticket, but anybody who flies more than once a year knows that is the rule. 

Dan Gingiss Absolutely. And what is remarkable about this new seat is it doesn’t actually change the capacity of the plane. So the airlines in theory are going to love it because it doesn’t change profit. But as we mentioned before a third of customers now have a much better experience. 

Joey Coleman So crazy. And we don’t know which airline this is going to be right? No it’s undisclosed. 

Dan Gingiss  Yes I got instinct is it’s not Delta. Please don’t be Delta. Please don’t be Delta. I have to admit I know this is a CX Press. This could almost turn into an agree to disagree because I do not think this is going to work as well as they thought. 

What I love about this though is, that they’ve have identified a key customer pain point. The people that fly in the middle seat. This has been a problem since the middle seat was created. And at the end of the day the airlines don’t charge less for the middle seat. So that customer that’s sitting in the middle seat is kind of getting the short end of the straw. Although now they might be getting the wide end of the seat. But nonetheless this solution, I guess, is good in the sense that they’re trying to work on it. They’re trying to use technology to improve the customer experience. They’ve done some assessments around physics and leg space and kind of how this is going to work. I’m just, I’ll acknowledge, a bit skeptical as to how well this is going to work because, also, let’s think about this: you’re further back and you’re lower, which means if the person in the aisle seat and or the window seat is, let’s say, a larger human being in any capacity, they’re going to kind of spill over into your seat. Right now those armrests that people fight over is the only thing that is really keeping everyone where they’re supposed to be –  with the seat being lower, I’m a little concerned they might spill over. But it’s an experiment, which is one of the great things to keep in mind when it comes to customer experience it could be called customer experiment. We always want to be experimenting. 

Dan Gingiss Well what I love about it is we often talk on this show about fixing the little pain points because when you fix a lot of little pain points, it turns into a a much better overall experience because a lot of little point pain points add up to a lot of pain. But here this is really trying to hit the ball out of the park. This is going after a really big problem that, if it works, is going to have a huge impact on customer satisfaction in the airline industry. And I love – I mean, when I worked in corporate America, I always loved to ask sort of the ‘Dreamer question,’ the ‘what if’ question and to me, the ‘what if’ question here is: what if the middle seats suddenly became the ideal seat to sit in in an airplane? Like crazy right? 

Joey Coleman Can’t even, man it’s indeed crazy, my friend. 

Dan Gingiss And I think that might be one of the things that they’re going for or at a minimum it becomes this seat that you now are not really angry and frustrated that you have to sit in. 

Joey Coleman Which that would definitely be a good thing. 

Dan Gingiss So I think the takeaway on this particular article is that, when you use a little bit of creativity and you have technology that’s available to you, most problems are solvable. This is a really big problem. And yet this is an elegant solution to it. Now whether it works or not remains to be seen. 

But I love that it’s something that they’re trying to do and I, and I’m voting, by the way. Although this is not an agree to disagree, I’m voting that this is going to work and I think we’re going to see this on many more planes in the future. 

[Say What?] Expiring Rewards

Joey Coleman It’s shocking how often people use 38 words to describe something when two would do the trick. We’re looking at you, lawyers and accountants. Words matter. And there is no excuse for trying to hide what you mean. We explore words and messaging in this next iteration of Say What?! 

Dan Gingiss For this version of say what we’re going to talk about one of the nasty surprises that some companies play on customers and it is : expiring their rewards. So if you’re part of any rewards program, as you know, you earn points or miles or cash back based on purchases or stays or essentially your loyalty to the company. And then the fun part begins. You get the opportunity to redeem those rewards. And in fact true story when I worked at Discover card, we figured out by surveying customers that when they redeemed their cashback was actually the pinnacle of their relationship. It was the most, it was the moment that they felt the best about Discover card because it was free money and everybody likes free money and so that redemption piece is really really an important part of the equation. But I promise that there would be no math that I want to explain really quickly about how rewards programs work because I had the benefit of of leading the rewards program for a while at Discover. And it’s essentially a financial conundrum of sorts in that, Joey, when you fly all over the world and earn miles… Those miles become a liability on the balance sheet of the airline because they’re sitting out there and they owe you the value of those miles but they’re not paying you until you decide to redeem. So they have to sit on the balance sheet as a liability. Well of course accountants don’t like this liability and they don’t like the size of the liability or the possibility that everybody could redeem it once and all of a sudden there’s a huge expense that the airline or the credit card company or what have you would have. 

That’s why airlines often limit the number of rewards seats on a plane so that that doesn’t happen. So all this is happening in the background. And I think the problem is, is that you’ve got lawyers and accountants that are creating these policies. 

Joey Coleman BOOO. It’s ok. I’m a recovering lawyer I can boo a lawyer comment. 

Dan Gingiss  Exactly. So when lawyers and accountants create policies you get something like this and this is a real points expiration policy that I pulled down from the Internet from a major hotel chain. I’m reading it to you. 

Members must remain active in the loyalty program to retain points that accumulate. If a member account is inactive for 24 consecutive months, that member account will forfeit all accumulated points. Members can remain active in the loyalty program and retain accumulated points by earning points or miles in the loyalty program or redeeming point in the loyalty program at least once every 24 months, subject to the exceptions described below. If a member does not maintain an active status for five consecutive years the member’s account may be deactivated. Once points are forfeited, the points cannot be reinstated but a member can earn new points, unless that member’s account has been deactivated. Not all points activities help maintain active status in the loyalty program. The following activities do not count toward maintaining an active status and loyalty program. 

Dan Gingiss If you’re lost yet, that’s actually intentional because nobody reads this stuff and it is intentionally confusing. So here’s what’s happened, that I think has changed the game. United Airlines announced recently that they are joining Delta and JetBlue in instituting a policy that miles no longer expire. So you can earn them and keep them for ever. In other words they’re taking this liability and they’re willing to hold on to it until you decide to redeem whether that’s next week, next month, or next decade. 

Joey Coleman I am so glad that you kept talking after you read that mind numbing, coma inducing, points expiration policy Dan, because let’s be candid. This is why people don’t like lawyers. 

Right there folks. You just saw right there why there are so many lawyer jokes. It’s a horrible policy. It is not customer friendly. It is not customer centric. There’s probably three people in the entire business, that understand what the actual rules of the program are and let’s stop and think about this. This is called a loyalty program. Companies want us to be loyal to them. But let me explain how our loyalty program works. We have the right to, when we choose, at our discretion, kick you out of the loyalty program. We have the right to take all the dollars that you’ve spent on us that we told you were worth things, were worth points, were worth prizes and later retract those if you have not done enough business with us in a short enough amount of time. 

Dan Gingiss What have you done for me? 

Joey Coleman Yeah exactly. And what’s crazy about this entire setup is it increases the adversarial nature between the company and the customer. It makes, on one hand, it’s saying ‘no no no spend time with us spend money with us. We’ll show you the love but if it’s not on our terms when we want it, how we want it, then we’re going to kick you out. We’re going to forfeit the past things.’ You know what drives me crazy about this is, in this sample you read, if an account is inactive for 24 consecutive months. Couple things can happen. Number one: I know a lot of folks when they have children, for example, their travel patterns change. So, for example, when my sons were born, I took significant time off from traveling and I started to do things more remotely because I knew I would never get that time back. So my hotel stays, my airline miles, all of those things went down for a period after they were born. Now was it 24 months? No, but it was significant enough, that if there were certain thresholds that I had to maintain, I wasn’t going to be able to maintain those because of a life event. What about people who move? What about people who are dealing with an illness, either themselves or of a loved one? What about people that their home airport changes because they move to a different location or maybe they’re assigned a different territory, And now the territory they work in doesn’t have a hotel in that chain that they used to stay at and now, despite years and years of behavior they’re being penalized? And no, I don’t have a personal experience with this – up just kidding I do. It was with the brand that sounds a lot like filton hotels. It was not filton hotels but I had over a hundred thousand points with them that I had accumulated and I was staying regularly. And then because of some change in travel and some change in circumstances I went, and I believe at the time, it was a year without staying in one of their hotels and they forfeited all my points. When I later went to in about month 13, book a a stay at one of their hotels and I reached out to check and see, like, how it was going to affect my point structure. They informed me that I didn’t have points; they didn’t inform me that my points were about to expire. They said they sent a letter, right? Right, exactly, checks in the mail folks. But there was no communication and I press him on this I said ‘You had my email. You had my phone number. I’ve been a loyal customer for years. Why would you do this?’ And he said, ‘Well sir if you’ll review our policy on points expiration you will see…’ at which point I said ‘you have guaranteed I will never stay at one of your hotels again.’ That was 10 years ago. I would rather stay 50 miles away from the event and drive in from my preferred hotel chain, Marriott, than to stay at that competitor’s brand. And it was all because how they treated me with my loyalty points. 

Dan Gingiss Yeah I mean people, obviously, we can hear in your voice. People get emotional. 

Joey Coleman I have no feelings. I have real strong feelings about this, no none! 

Dan Gingiss And again we got it we got to keep in mind folks that these are loyalty programs for a reason. They reward your loyalty and just because your circumstances change doesn’t necessarily mean that you’re not loyal anymore. It means that you may not be able to travel as much or you may be using a different card for one reason or another, and you mentioned before that that might have been a year might have been 18 months might have been 24 months again, that’s part of the problem with these policies is that…. lawyers know that nobody reads them and yet,  the fallacy there is that the lawyers would actually prefer that people read them. Because if people read them they’d understand them and they would not you wouldn’t have to have that conversation with the customer service agent about, ‘well, did you read Paragraph 13 D Section 2?’ But we, but most of these policies and procedures are terms and conditions in whatever business you’re in, are written with no marketing language with no friendly communication. I remember one of the things that I did, and one of my jobs was, we were forced by the lawyers to give this really long set of terms and conditions. And so, I put it online and I made sure that every time there was a word that the lawyer made me use that I knew customers didn’t understand, I put a hyperlink to a definition so that at least, I was making it easier for customers to understand this intentionally confusing language. 

Joey Coleman Well what’s crazy about this is why do they have different things that qualify for points and different things that don’t? My theory is if I’m spending a dollar with you, whether it’s in this hotel example, for room service, or my room, or to host a meeting there, all of these things should qualify as points. There’s really no, at least in my opinion, logical reason for these complicated point structures. Just make it simple. Make it easy to understand. Make it easy to get your customer into the chase. So here’s what all these loyalty programs are really about. They’re about creating such an affinity, such a connection, such a desire for the prizes, that the customer will continue to come back for more. That they will continue to spend more. What better way to convince someone to spend more than to make every dollar they spend count? I think this is the way to do it. And it drives me crazy that, not only do they make these policies confusing, but the whole kicking you out or eliminating your points? I mean we’ve talked about this on the show many times. Customer onboarding is incredibly important. But so is customer off boarding. How you treat customers on the way out really matters. And if you want your customers to not speak ill of you, and almost a decade later, be referring to your brand in a podcast and speaking negatively about it then you might want to think a little bit how you about how you treat them on the way out. 

Dan Gingiss Totally agree. So the takeaway here,  look for examples in your policies and procedures. Look at your legal disclaimers, look at anything that is using archaic customer unfriendly language, or that has archaic customer unfriendly rules and see if you can change them to improve the experience. 

[Start the Conversation with Avtex] Bots in the Contact Center 

Sometimes all it takes is a single question to get your company thinking about an improved customer experience. Here’s an idea for how you can start the conversation. 

Dan Gingiss This weeks’ Start the Conversation topic is ‘bots in the contact center.’ Bots are all the buzz around customer interactions. They offer extended functionality and they enable customers to find answers or support without the involvement of a live agent. However, without a defined strategy, a bot implementation can create a negative experience and lead to frustration for customers, agents and executives. 

Joey Coleman Here are four key considerations when planning bot experiences. First, don’t try to fool the customers. They know when they are interacting with a person or an A.I. so be transparent at all times. Number two, focus on creating a conversational interaction with customers. Making the interaction seem natural and seamless is really important. Number three, ensure your bot is capable of actually helping customers. Integrating the bot with other data sources and platforms is key. And number four, while you may experiment with bots don’t jump 100 percent into only bot interactions. You need to bring your customers up and introduce this concept of an AI driven support solution slowly so they can catch up to where the technology is. 

Dan Gingiss Yeah and that’s the one I want to talk about, because I feel that too many companies look at bots as an opportunity to save customer service cost. And that is not what they should be doing. Bots can be great for answering repetitive questions like, how many calories in a Big Mac, for example. Basically things that people can Google. But it’s really important that bots can quickly and seamlessly hand off to a human agent for more complicated matters. And, in particular, I think the best usage of bots is actually not in helping customers, but in helping agents find the information that they need, so that they can do, can spend more time with the human to human interaction with the customer. 

Joey Coleman For more great content on the bot experience visit experience conversations dot com. That’s experience conversations dot com. 

And now for this week’s question: have we fully explored the role that bots play in our customer interactions?

[Book Report] Annette Franz, Customer Understanding

Joey Coleman We’re excited to give you an overview of an important book you should know about as well as share some of our favorite passages as part of our next book report. 

Dan Gingiss Today’s book report is from a customer experience expert whom we have not featured before on the show. Her name is Annette Franz, and she is the founder and CEO of CX Journey Inc., which is a global customer experience strategy consulting firm. And she’s also an executive board member of the Customer Experience Professionals Association. So she knows her stuff. And she has a brand new book out September 4th that is called Customer Understanding. So, as we like to do with book reports, we’ve asked Annette to share with us an overview of the book. And here she is. 

Annette Franz So the name of the book is Customer Understanding: three ways to put the customer in customer experience and at the heart of your business. As you can imagine, I write about those three ways to put the customer into customer experience. You know, the book is about so much more than that. But, but that is really the heart of the book- no pun intended. I do start off the book with, you know, building the business case for this thing called CX right? But I do spend a lot of time with those three ways to put the customer in customer experience; so listening, characterizing, and empathizing – those are the three ways. Now, listening is obviously about listening to your customers and I don’t go into survey design, but I go into, really, more about how to use what you hear, how to use your customer data to obviously put the customer at the heart of your business. And then personas are the characterisation right? SO I talk a little bit about personas. And then the third, is empathize. Which is really all about journey mapping and my journey mapping process. And so, obviously, the three of them are all very closely tied together. And they have to be. And then I think the the last third of the book is all about how do you conduct journey mapping workshops, both current state and future state? How do you conduct a service blueprint workshops ? And really the How To. I’ve had people ask me over the last several years ‘hey is there a book out there that helps me do this? That helps me do it right?’ And in the back my head I’ve gone ‘it’s coming it’s coming’ and you know what? It’s here. And so, so that’s really the meat of the book. Toward the end of the book made it, like I said the last third. And I’m really excited to share my mind my process and the way that I do things. 

Dan Gingiss You know I really liked how Annette distilled down the customer experience into the three pieces of listening, characterizing, and empathizing. I think that really makes it clear and the listening part obviously, is close to my heart, because today a lot of companies are listening via social media. Because it is the world’s greatest array of commentary about your brand. And the thing about listening though, is you have to take what you hear and first of all, assemble it in some way that makes sense, because just getting a report of every tweet or every Facebook post about your brand doesn’t help you distill the meaning or the different problems or issues that have come up. But also it’s really important that you don’t stop at listening because the listening part is the enabler to improving your experience either by creating new products or bettering something that is wrong with your current product or service but customer listening is something we should all do all the time in every channel. One of the things that we used to do at Discover card, that I loved, was every executive was required to do telephone call listening at least once a month and we’d all sit together in a room and we’d listen to random calls. We wouldn’t let the call centers cherry pick and then we’d comment on both how the agent did, but also on the nature of the problem that the customer had, to see if there was a way that we could figure out how to improve it and cause fewer people to call in with the same problem. 

Joey Coleman I couldn’t agree more Dan. I think listening is something that we all know we should do. Not only in our professional lives but in our personal lives as well. But we don’t spend as much time in active listening and really taking what we learn and acting on it as we could. The element that Annette shared that I really liked was the empathizing piece. I really think that empathy is going to become in the next decade the distinguishing element of customer experience. As we increase more technology more automations, more AI; empathy is one of the areas where humans can really stand out. And yet as important as empathy is, we don’t teach it. We don’t teach it in school. There aren’t a ton of books that have been written about it. And most organizations definition of empathy usually feels like something along the lines of ‘Well we have a voice of the customer programs so that counts as empathy’ and it’s like, no it doesn’t count as empathy unless you actually act on these things. You know, the listening component isn’t enough by itself. So I really like the way that and that kind of makes it a a three pronged approach, of listening, characterizing, and empathizing. You know, I think would be useful for us to dive into the actual passage from the book or the actual text of the book. So we asked Annette to share one of her favorite passages. 

Here’s Annette: 

Annette Franz Journey mapping is the most critical and pivotal component in any customer experience transformation. An in-depth understanding of the experience today. What’s going well and what isn’t, is the only way to really drive change going forward. This is what journey maps provide and hence, why journey maps and the journey mapping process are often called a backbone of Customer Experience Management. What do I mean by that? Take a look at the diagram on the next page and of course you can’t see that diagram, but there is a diagram in the book. As you can see from the diagram,  journey mapping informs and supports so many parts of your customer experience strategy that it is literally the backbone. And those parts include: executive alignment. So I go into a little bit of detail about how the journey map and dream mapping process supports that. The brand promise, organization, adoption, and alignment, employee experience, customer understanding and process improvements. So for each one of those six, I go into a little bit of detail on how those are all informed by journey mapping and vice versa. So that’s probably one of my favorite passages in the book again because it’s is the first time that I’ve actually put it all into writing and into a graphic and I’m able to share it through this book. 

I hope you enjoyed as well. 

Dan Gingiss So on the experience show you don’t just get the author’s favorite passage you also get Dan and Joey’s favorite passage. So here is my favorite quote from Customer Understanding: “Don’t just ask customers about the experience. Listen as well. Let customers tell you about their needs and desired outcomes and how well you are performing against their expectations in whatever method or channel they want to. Example listening approaches include: online reviews, social media, ethnographic research and immersion programs, Customer Advisory Boards and voice of the customer through the employee. Another way you can listen is via the breadcrumbs of data that customers leave everywhere they touch your business: on the website, customer service calls, purchase transactions… In other words, operational, behavioral, and transactional data are another way to listen to your customers. 

Joey Coleman Again we keep coming back to that concept of the importance of listening and all the different ways we can do it. 

You know my favorite passage was a little more of a call to action, or at least as I saw it. And I’m quoting Annette here from the book: “Customers can’t and won’t take it anymore. It’s time to shift the focus. It’s time to put the customer in customer experience. But you can’t just say ‘we’re going to do CX’ and then do CX. There’s more to it than that. Transforming the customer experience is much more complex than that simplified command. Transforming the customer experience requires a culture shift, a mindset shift, a behavioral shift, and that shift needs to come from, or start from, the top. From the executive staff, from your CEO. Folks, if we don’t lead into the customer experience, we have no hope of achieving the customer experience. 

Dan Gingiss So check out Customer Understanding by Annette Franz on Amazon or where ever you buy books. 

Joey Coleman Wow. Thanks for joining us for another episode of experience this! 

Dan Gingiss We know there are tons of podcasts to listen to, magazines and books to read, reality TV to watch. We don’t take for granted that you’ve decided to spend some quality time listening to the two of us. 

Joey Coleman We hope you enjoyed our discussions and if you do we’d love to hear about it. Come on over to experience this show dot com and let us know what segments you enjoy, what new segments you’d like to hear. 

This show is all about experience and we want you to be part of the experience this show. 

Dan Gingiss Thanks again for your time and we’ll see you next week for more experience this!