The Fundamental Starting Point for Customer Experience & Technology

Many buzz terms fill the world of Customer experience such as omni-channel, journeys, NPS, Customer centricity, lifecycle, voice of the Customer, lifetime value, personalization, effort, CRM and the list goes on and on. I am even starting to think of terms like culture and loyalty to be misnomers. The fact is we have chased these terms and ideas way too much but not realizing there is a more imperative starting point not found in any technology or buzz term floated about by some consultant. There is a fundamentally better starting point that will ensure Customer experience success for any organization.

Somehow the most basic ideas are lost as we get caught up in the coolest new technology or idea that is spreading in business. Do you remember as Six Sigma was the latest craze in business? How about lean? If you think about both of those, doesn't things like Net Promotor Score start to feel so similar? I think it is time we start taking things to a more fundamental level. In doing so, start to deliver true business results instead of the latest buzz term to float about through business.

Technology is forcing a considerable shift in business and our personal lives. I can no longer imagine using a corded phone, or even watching live TV, except for maybe a sporting event (and even that I tend to watch on delay). I do not even remember what it is like to dig out a CD or DVD. Everything is available at my finger tips when and how I want it.

The key to understand me is that I am an early adopter. I recognize as I try new technology that I will find winners, but many, many losers along the way. The key is I understand what I like. I know me. Business have taken a similar course, investing in tons of technology finding some success, but more often that not failures. Of course often in business failure is not an option because it is costly. This led to some of my favorite terms in business. First was "fail fast." This is often used in companies that have a desire to say they are innovative but do not have the long-term view of technology so when they do not see short term results they quickly discontinue the effort. The other term that makes me cringe even more is "fast follower." This term reflects companies that have not appetite for risk but are also scared to miss out on the next "big" thing.

So what is the difference between the way I look at technology for myself and the way businesses have been implementing changes? When I am considering technology, I am not looking at the pure technology, or even the cost benefits of the technology. I am looking purely at what it can do for me first as a user, not as the buyer. Secondary I am looking at the risk perspective. Businesses need to consider programs such as CX or technology implementations from the end user perspective which may not even be an employee but rather the Consumer. 

The fact is everything starts with a deep understanding of human truths, the differences among each of us, and the similarities. Stated simply, it all starts with humans. A strong CX program is not about technology at all. It is about human emotions and what drives the journey. We are all different people and the key is respecting that, as well as recognizing where your Consumers are similar. What will excite is in the journey for  your product? The best Consumer journey maps pop with emotions everywhere. The same is true for technology. They bring us excitement or bring value to our life, not detracting from us. It starts with the emotions of your Customer and/or your employee. Do you truly understand these human beings?

Unfortunately we often start with our own emotions or desire to look smart internally. The failure comes in because we rarely tap the positive emotion of others. It is time we change that. It is time to walk in another person shoes (or their mind).

At Zeno, everything we do starts with a deep understanding of human beings, and all the complicated emotions that drive them. Each year we launch our investigation into this human spirit called the Human Project. This year, The Human Project reveals an intimate and insightful portrait of this generation of men and women who are vastly different and more complex than previous youth generations. The study, conducted in partnership with CEB Iconoculture Consumer Insights, gathered data from more than 5,000 individuals in the United States, Canada, China, India, Australia and the United Kingdom. The study defines “Global Youth” as those born between 1991 and 2001 and divides them into two distinct groups “Gen WE” (14-20) and “Gen Z” (21-25).

This is where your CX journey begins!