5 Steps to Fueling Growth for Service and Great Customer Experiences

Transcript

1. 5 Steps to Fueling Growth for Service and Great Customer Experiences Inside the Mind of Adrian Swinscoe
2. When it comes to creating compelling customer experiences it pays to think differently! CX today is a lot like progressive rock in the 1970s: overly technical, too elaborate, and not focused on its audience. Punk rock was born as a response: democratic, DIY and back to basics. And “Punk CX” is the response to today’s stale customer experience market. So, in the words of customer service thought leader Adrian Swinscoe, Think Punk CX!
3. #1 The Ins and Outs of “Punk CX”
4. #1 The Ins and Out The Ins and Outs o s of f “Punk C “Punk CX” X” Punk rock emerged as a challenge to do music differently. It took a simple and direct approach to things. It’s memorable, impactful, and we’ll recognize it and hum along 30 years into the future. So how do you harness your inner Punk for customer experiences? First, don’t get caught up in the herd mentality. Be willing to take risks with your customers. And be willing to “zig” when everyone else is “zagging”. What are we really willing to do to stand out from the crowd. Are we willing to “zig” when everyone else is “zagging”? ADRIAN S ADRIAN SWINSCOE WINSCOE, CX ADVISOR & KEYNOTE SPEAKER
5. #2: Don’t Be Everywhere Your Customers Are!
6. #2 Don Don’t Be E ’t Be Ev ver erywhere ywhere Y Your Cus our Cust tomers Are! omers Are! Everyone says, “We should be everywhere our customers are!” But with so many channels, so many customers, you can’t cover them all, you’re spread way too thin. When you’re meeting your customers wherever they are,you’re really abrogating the responsibility for choice. Think about the Amazons and the Apples. They say, “This is where we’re at, like it or lump it!”, “We’re going to be brilliant in these bits and we’re not going to be anywhere else”. They’re going to concentrate all their resources and smash it out of the park! There’s a courage and a bravery that comes from saying “Here’s where we are; here’s what we stand for!" ADRIAN S ADRIAN SWINSCOE WINSCOE, CX ADVISOR & KEYNOTE SPEAKER
7. #3: If It Ain’t Broke, Don’t Fix it!
8. #3 If It Ain If It Ain’t Brok ’t Broke e, , Don Don’t Fix it! ’t Fix it! Rather than trying to excel in every channel and every media, pick your battles and focus on what matters most. Ask yourself what your experience vision is and how does it align with support, enablement and business objectives? We’re too often fixing things, demonstrably being active, “thinking and considering” looks a lot like doing nothing and Heaven forbid we be accused of doing nothing! Punk CX shows it sometimes pays NOT to do something. We are too quick to jump into ‘fix mode’ when we have a problem. What Punk CX shows us is actually not to do most things, just get back to basics. ADRIAN S ADRIAN SWINSCOE WINSCOE, CX ADVISOR & KEYNOTE SPEAKER
9. #4: After Punk CX, There Is Punk Experience Leadership (Punk XL)
10. We must think about customer experience holistically, not in isolation. Everything is connected: employee and worker experience, customer experience, stakeholder experience, investor and community experience. The tectonic plates of experience are starting to move. There’s a bigger experience game at play here. We talk about brand leadership, market and tech leadership, but we don’t talk about Experience Leadership (XL). Everyone has the opportunity to lead when it comes to CX whether they’re in a formal leadership position or not. #4 A Aft fter Punk C er Punk CX, There Is X, There Is Punk Experience Punk Experience L Leadership (Punk XL eadership (Punk XL) ) Punk XL stands on the shoulders of Punk CX. Everyone has the opportunity to lead when it comes to customer experience. ADRIAN S ADRIAN SWINSCOE WINSCOE, CX ADVISOR & KEYNOTE SPEAKER
11. #5: Attributes of Customer-focused Businesses
12. Data informs people, stories move people, and experiences compel people! People talk about being a data driven company, but I wish people would go beyond their data, particularly when it comes to understanding their customers, because we’re NOT our data! Data tells us a story, but it doesn’t tell us the full story. Data will inform people, but if we use stories to help us understand the context, then that’s the thing that will start to move us. #5 A Attri ttribut butes o es of Cus f Cust tomer- omer- f focused Businesses ocused Businesses Data informs people, stories move people, experiences compel people! ADRIAN S ADRIAN SWINSCOE WINSCOE, CX ADVISOR & KEYNOTE SPEAKER
13. Conclusion Punk CX is not just about the organization, branding, graphics, but how you approach things.
14. Conclusion Are you focused on what other people think? Or are you focused on driving better outcomes? Punk CX is not just about the organization, branding, graphics, but how you approach things. Have a different level of conviction. Be committed and deliberate. Leadership starts from an individual level, and there’s a responsibility there. If we want our people to do different things, we have to be willing to do different things too.
15. About Adrian Swinscoe CX advisor & keynote speaker
16. About Adrian Swinscoe Adrian Swinscoe is a regular keynote speaker at events around the world on customer service, customer experience and what it takes to really deliver a stand-out experience in today's ultra-competitive world. He delivers tailored workshops and seminars designed to enhance strategy, marketing, customer experience and customer service skills, and he helps established, open-minded, ambitious, service and growth-focused firms grow their businesses.