In This Chapter
Identifying three common problems that kill customer experience
Understanding the danger of an inside-out perspective
Thinking about industry perception
Keeping pace with customer expectations
Sometimes, to really wrap your mind around something like great customer experience, it helps to identify what it isn’t. For example, great customer experience isn’t inconsistent. It isn’t transactional. It isn’t emotionless or boring. It isn’t unplanned or random.
“Great!” you’re thinking. “All we have to do is not be those things, and we’ll be fine!” Well, yes. The problem is, the way many organizations are structured stands in opposition to creating a great customer experience. But that’s not the only roadblock. This chapter discusses some of the things that get in the way of delivering a great experience. Some are easy to recognize, but most require some work to fix. Some are your own organization’s fault, but others you can justifiably blame on your competitors. Regardless, before you continue on your journey to improve ...