Remember Zohan Dvirr, who was considered one of the most
effective Mosad agents’, but in the long run really wanted to… cut people's hair and make them silky-smooth?
If not,
then you’d better catch up with “Don’t Mess with the Zohan”, as the story
brings pretty to what is nowadays called customer’s experience. And it is
customer’s experience making them buying from you, not competitors, especially
when you offer goods or services which seem to be common. Besides Adam Sandler is a great actor and another movie not
to miss with him on your entrepreneurial journey is “Mr Deeds”. Especially if
you are somewhere between speed of the processor and poetry of everyday life ;-)
But hey, the post should be about customer experience, right?
Customer experience and customer centricity lies at heart of
IT corporates like Cisco, which five-point scale of measuring customer
satisfaction after all customer-facing operations in company is considered as business
classic. Annual salary bonus at Cisco depends on answer their Clients to the question “What is
your overall satisfaction with Cisco”, and all employees know that non
regarding their position at the company, in order to maximize this indicator,
they have to cooperate putting Client first and not leaving the issue raised by
Clients for themselves.
Another approach of costumer experience maximization
provides company called Avis operating in car renting business offered among others at
airports. Avis hired Experience Engineering to perform Cient’s experience
audit and redesign the way rental cars are being rented. Avis Clients' behavior
was recorded using cameras and devices installed at Client’s watches and cloathes.
The results had been analysed by Experience Engineering team consisting of
futurologists, psychologists and culture anthropologists to discover what
exactly their Clients see and feel at every stage of car renting. Experience
Engineering team analysed body language, tone of voice and language when the
Clients went emotional, they performed in-depth interviews with Clients and
employees of Avis looking for unarticulated needs and inspirations referring to
even smallest details. They cut process of renting car into 100 pieces, which
elements had been thoroughly analysed and enriched.
As a result of this undertaking Avis installedmonitors informing about arrivals and departure
of the planes in places of car rentals, as it was discovered that car renting
process might be stressful due to lack of access to this information. In Avis car
rental spots special doors adjusted to nonstandard language of their Clients had
been constructed.Avis also set up “communication
centres” in the airports to enable Clients to work with their laptops, do phone
calls, use Xerox machines or just sit and wait.
The most important thing resulted for Client’s experience audit was creation of
service omitting car rental spot at the airport enabling to go straight away to
the place where the car is parked. Experience
auditors found out the need to change the Client’s outfit from formal too
casual after the journey and Client’s going to the airport toilet’s to do this.
Using this observation Avis installed changing rooms in their car rental spots
making preparation to the journey painless and friendly. Above that they introduced option to rent a car with chauffeur
and installed in their cars a system automatically calling for rescue once the
airbags in the car had opened or remote diagnostics of the car.
Taking a look on how important is how your Clients experience you, what do you do make it unique, unforgettable and disco-disco-good-good style?;-)
