Nothing is more fun than swapping horror stories about bad (or good, or weird) customer experiences you’ve had. And TotalCX is a place where you can do just that. However, it isn’t just a place for stories—it’s also a place to figure out how the customer experience should have been…what exactly went wrong…how to best improve it…and what lessons can we learn from it.
Ronni Marshak continues looking at how customer emotions impact
their relationships with your organizations and your brands. In an
enhancement to our Customer Co-Design methodology, Customer Scenario®
Mapping, we encourage capturing how customers might feel depending on
how well you help them achieve their goals. Doing so can give you a line
of site from customer priorities through your bottom-line opportunities
based not only on how they measure success, but also on how they are
feeling while doing business with you.
~ Patty
Assigning Emotions to Moments of Truth Enhancing Customer Scenario® Mapping by Capturing Feelings By Ronni T. Marshak, Executive VP and Senior Consultant, Patricia Seybold Group, November 15, 2012
Customers
are people first and foremost. And their emotions come into play as
they traverse their scenarios to their desired goals. Capturing how
customers might feel depending on how well you help them achieve their
goals can give you a line of site from customer priorities through your
bottom-line opportunities based not only on how they measure success,
but also on how they are feeling while doing business with you.
In this
week’s report, I talk about paying attention to customers’ emotions as
they do business with you. How fortuitous to receive an excellent
example of how one financial provider thought about customers in a
crisis situation and made a strategic decision to take one burden off of
them as they face the storm—literally.
As
a Chase credit card customer, I received the following email on Monday,
10/29/2012 at 7:14 PM, shortly after Hurricane Sandy violent hitting
the Massachusetts shore.
We hope you, your families and your customers are safe. Natural disasters are very stressful and we want to help where we can.
This
week, we are expanding our efforts to help you and all of our customers
in Massachusetts and Rhode Island as you manage through the storm.
We are
waiving the following Chase fees through Wednesday, October 31st for
customers in Massachusetts and Rhode Island. Please know that you'll
have until the end of business on Thursday to make a deposit or a
payment to bring your account current and avoid the fees.
Overdraft Protection Transfer, Extended Overdraft, Returned Item and Insufficient Funds Fees for deposit accounts.
Late fees on credit cards, business and consumer loans, including mortgages, home-equity, auto and student loans.
Please visit chase.com frequently and check our branch locator for details on the branches near you.
We add to our Customer Scenario® Mapping Guidebook by delving
into the details and subtleties of capturing Customers’ Moments of Truth
(MoTs) and related success metrics. Although MoTs are a part of our
Customer Scenario Mapping methodology used in our Customer Co-Design
practice, understanding your customers’ scenarios and the potential
showstoppers to customer success should be part of your customer
experience strategy outside of any specific methodology.
Getting at Customers' Moments of Truth The New CSM Guidebook: Part 6: Identifying and Measuring Moments of Truth By Ronni T. Marshak, Executive VP and Senior Consultant, Patricia Seybold Group, September 20, 2012
For years, people (including consultants) have been struggling to come up with good ROI arguments for "soft stuff" like CX.
Years ago, we were teaching one of our first Customer Scenario® Mapping Facilitation courses to a mixed group of our clients. (Before we developed our online training course, we taught facilitation in a face-to-face two and a half day workshop.) One of the sample maps we worked on was for a FIT (that’s “Facilitator in Training” in CSM speak) from Merck Medco. The map was rather complicated—multiple layers deep, with layers for the end-patient, the employer’s HR folks, the RX benefits management company (that’s Medco), the pharmacist, and the health insurance provider.
As always, we spent a bit of time figuring out the customer’s Moments of Truth (MOTs)—the showstoppers that could derail the entire scenario. That’s when the FIT had a brilliant insight. He realized that each customer MOT was actually measurable!
For years, people (including consultants) have been struggling to come up with good ROI arguments for "soft stuff" like CX.
Years ago, we were teaching one of our first Customer Scenario® Mapping Facilitation courses to a mixed group of our clients. (Before we developed our online training course, we taught facilitation in a face-to-face two and a half day workshop.) One of the sample maps we worked on was for a FIT (that’s “Facilitator in Training” in CSM speak) from Merck Medco. The map was rather complicated—multiple layers deep, with layers for the end-patient, the employer’s HR folks, the RX benefits management company (that’s Medco), the pharmacist, and the health insurance provider.
As always, we spent a bit of time figuring out the customer’s Moments of Truth (MOTs)—the showstoppers that could derail the entire scenario. That’s when the FIT had a brilliant insight. He realized that each customer MOT was actually measurable!
