Roy Osing
10 Oct 2017

This is what happens when people have genuine emotion

There IS a secret ingredient to mixing up a brew of remarkable customer experiences. 

And it's not just about your service strategy.

And it's not just about the theory of customer behaviour.

And it's not about "smile training" and how to overcome objections.

So much is being written about how to build an effective customer experience strategy. 

In fact, advice and direction is raining down on organizations looking to establish memorable customer experiences as a competitive advantage.

Creating memories doesn't start with strategy or studying consumer behaviour.

You can have a mediocre strategy and know sh*t about consumer behaviour theory and still deliver mind-blowing experiences. 

It's not what you plan to do, it's what you do with people as the essential ingredient.

The most common amazing experiences are created when two humans engage with one another. 

Yes, human-meets-technology creates an experience, but it pales in comparison with the more frequent human interaction (I would argue in any event that the human - technology interaction should be modelled after the human - human one. It's the benchmark that people use to set expectations).

And the critical ingredient in human-to-human contact is emotion.

Does the server really care about taking care of the customer? Do they have the basic instinct and innate desire to serve others? 

Because if they do, they will deliver crazy amazing experiences regardless of the specifics of the strategy. 

In fact to these folks the strategy gets in the way of what they do naturally; the strategy is unnecessary clutter to the basic act of caring.

These types of people would create dazzling experiences even if the strategy merely said "We intend to provide world class customer service"  --  YUK!

Yes, have an experience strategy but be obsessed with recruiting people who are born with the caring virus; who are sick with it and who naturally spread it to their colleagues.

Ask THEM how the human - technology interaction should look.

A pristine strategy without people who "love" people will go down in flames because execution is not an intellectual exercise; it's achieved through acts of emotion on the frontline.

A vague strategy fuelled by human being lovers will deliver amazingness involuntarily.

Final note. It's NOT a training issue. You can't train people to "love" other people. You can train 'em to "grin" but that's as far as it goes. 

Roy Osing (@royosing) is a former President and CMO with over 33 years of leadership experience covering all the major business functions including business strategy, marketing, sales, customer service and people development. He is a blogger, content marketer, educator, coach, adviser and the author of the book series Be Different or Be Dead


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