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Improving the Customer Experience: The Processes and Emotional Aspects

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The answers lie in cold hard data, but the execution requires a more human touch. For businesses to improve the customer experience, two dimensions must be considered: the business processes and the emotional aspect.

The data driven methodology

This process has proven successful with companies like Southwest Airlines, where they find their customer pain points (baggage fees) and translate them into their competitive advantage to foster customer love. This would be ideal outcome for all businesses but even with the best intentions, things can go south. Where do they go wrong?

  • Neglected the emotional aspect of the customer experience
    You might think, but we just solved your issue! Why aren’t you happy? Business process fixes don’t guarantee good experiences. In eliminating the problem, are you also taking into consideration the ease of use, friction for adoption of the new fix or the bigger picture of the overall experience?
  • Data-mining across segmented silos which didn’t create a centralized view of the customer
    Improving the efficiency of a particular process might just be one cog of an entire machine. What other processes are affected by this and can this improvement be applied across the board? Is your solution scalable?
  • Didn’t design with flexibility in mind
    Certain things like should be standardized like measurements, parking spaces, names of baking ingredients — but when it comes to dealing with people, one size fits all (in terms of experiences) would seem to counter your goal to achieve a better customer experience. A happy customer experience is one that fits their needs at the stage they are at.
  • Customer-facing teams are the only ones responsible for the customer experience
    Like it or not, everyone in an organization is in customer service, it’s not just one department. As more channels have opened for customers to interact with brands and businesses, their expectations have increased. Each touch point that the customer has with a company adds to their overall experience.

“Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong.” ~ Donald Porter, V.P. British Airways

Some challenges organizations are going to face as they strive to become more customer centric are: integrating their current technology to break through the silos of customer data, adopting a customer centric culture within the organization, knowing what to do with all the data they’re collecting.

What are some challenges you anticipate as your business moves towards become a customer centric enterprise?


Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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