This suddenly hit me yesterday. I’ve been preaching about customer experience to companies, and trying to get across how efforts like “customer initiatives” are doomed to fail. The only path to success lies in a sincere and inherent desire from the top down to create exceptional experiences. But then, yesterday, I realized I could distill success in CE matters to the “3 P’s.”
1. Brand Promise - What is your brand promise? Most folks I talk to can’s articulate it, and there are very few companies where all the employees know the brand promise off the top of their heads. There are fewer companies still where the brand promise is actually weaved through all interactions and communications with customers creating a power, positive perception.
2. People – If the big cahuna is truly committed to delivering an exceptional and memorable customer experience, he or she will also be committed to hiring people who share the same principles and values. Companies that do this well (think Zappos or Union Square Hospitality Group) understand that you can’t train people to be devoted to their customers. It doesn’t work. You have to start with the right clay before you try to mold.
3. Process - Sure you could say “product” is a possible 3rd P, but I don’t think so. If you have a solid brand promise, and you hire the right people in terms of attitude, then you can set up processes that empower those employees. Process becomes an enabler, ensuring that every customer is treated to a memorable customer experience. With the wrong people, process can become a crutch and an excuse for poor customer experience.
More to come on this. I welcome your comments.