From promoters to detractors in 24 hours: a lesson in Customer Experience gone wrong

For five consecutive years, we eagerly anticipated our annual vacation to Camping Bakkum. Our love affair with this place began in 2020 during the height of the pandemic, when we first stayed in bungalow number 11. We quickly became enthusiastic promoters, sharing our excitement with friends and family, and always looking forward to another stay at Bakkum. The bungalow's location, nestled in nature with views of the dunes, was everything we city dwellers could ask for.

Arrival misfortune: a booking disaster unfolds

However, this year's visit would shatter our high expectations. Upon arrival, we found another group of guests aggressively unpacking their luggage at our bungalow-number 11. When I called the reception, a young lady informed me that our booking had been changed in September 2023, and we had been reassigned to bungalow number 25 without our consent or knowledge.

Unclear communication and staff delays lead to frustration

It took 45 minutes before the staff we were familiar with arrived. They explained that the other guests, who did not have a specific booking preference, had called the reception as well and were refusing to move. The staff apologized, saying they regretted the situation but would leave the other guests in bungalow 11 due to their anger, admitting that the entire situation could have been avoided.

A compromise that failed to impress

Several mistakes were evident. Our booking was not marked as a "preferred booking" even though we had always stayed in bungalow 11. An intern had changed our booking in September without checking our history as regular guests. And finally, the team had failed to review their bookings at the start of the season to ensure loyal guests received the locations they preferred.

They asked if we would consider staying in bungalow 25. We reluctantly agreed to take a look, but as soon as we saw it, we knew it wasn't right for us. It was located next to a small children's playground, with a water pump just 10 meters from our deck. The neighboring bungalow's deck was just five meters away, and the view was filled with five other bungalows and the driveway to another campsite. This was far from the serene escape we were accustomed to.

Customer service failure: an unforgettable experience for all the wrong reasons

Despite our disappointment, we decided to give it a try, but the experience only worsened. There was nothing in the bungalow to make us feel special as returning guests-no personal touch, no welcoming gesture. It felt like the staff had completely ignored their mission statement: "To provide our guests with an unforgettable vacation in the North Holland dunes, offering exceptional hospitality." Well, it was certainly unforgettable, but for all the wrong reasons.

Further complications: broken promises and mounting frustrations

The next morning, I went for my usual walk, but the joy of being at Bakkum was gone. The staff had promised to try to relocate other guests so we could return to bungalow 11 later in the week, but by 11 a.m., we had heard nothing. My husband bumped into the two staff members, who told him they had no solution yet but would keep us updated. He urged them to speak with me immediately, as I was ready to leave.

They finally appeared and offered us bungalow 11 for the last week of our holiday, from Monday to Monday. However, since it was currently Tuesday, this meant we had to find alternate accommodation for the intervening days. This was far from our idea of a relaxing holiday.

Added costs and a lack of compensation lead to a canceled booking

We found another place, packed our things, and prepared to leave. Just as we were about to go, one of the staff members approached with another offer: we could return to bungalow 11 from Friday. However, he made it clear that his problem was now our problem, and he needed us to confirm immediately to avoid upsetting other guests. We felt pressured and frustrated.

Having incurred an extra cost of 200 euros due to the new booking, I called the staff and requested compensation for the additional expenses. Their response was a flat refusal, citing the effort they had already put into resolving the situation. I remained calm but felt anger rising. They had messed up our booking, ruined our holiday expectations, and now wanted us to bear the extra costs. My husband, frustrated beyond words, demanded, "Either you pay the 200 euros, or we cancel the whole booking." The staff continued to refuse, so we canceled our booking entirely and vowed never to return.

Lessons learned: how poor CX can turn promoters into detractors

There were many more frustrating elements to this experience, but the overarching theme was clear: what could go wrong did go wrong, and the service recovery was the worst we had ever encountered. Within 24 hours, we went from loyal promoters to dissatisfied detractors. Our feeling was that they simply didn't care about us. Camping Bakkum seemed complacent, knowing they could easily get other customers. They had become sloppy with customer service and loyalty, and their ambition for exceptional hospitality had vanished.

Key takeaways for businesses: the importance of Customer Experience

This experience at Camping Bakkum offers you three key takeaways:

  1. Prioritize and recognize loyal customers
    Regular, loyal customers should be treated with special care. Failing to acknowledge loyalty can lead to a sharp decline in satisfaction and advocacy. Despite our loyalty for five years, the campsite did not handle our booking with care or make us feel valued.
  2. Effective communication and transparency are crucial
    Clear, timely communication and transparency are essential in maintaining trust. The campsite failed to keep us informed, leading to confusion, frustration, and ultimately, the cancellation of our booking. Keeping customers updated could have reduced much of the stress.
  3. Service recovery must be swift and thoughtful
    When mistakes occur, recovery must be swift and considerate of the customer's needs. The campsite's service recovery was poorly handled, with slow responses, reluctance to compensate for extra costs, and a lack of empathy, ultimately resulting in the loss of a loyal customer.

Camping Bakkum's failure to adhere to these principles led to a ruined holiday for us and lost them a previously loyal customer. It serves as a reminder that exceptional hospitality is not just a mission statement but a practice that must be consistently upheld.

 

This blog is part of the 4-part series Summer CX Experiences: The Good, the Bad, the Better and the Brilliant. 

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations.

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned.

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How a simple gesture builds lasting client relationships

My summer isn't complete without having a Business Mastermind session with my business friend and Swedish speaker on AI and Upgrading Leadership, Mia Liljeberg. We usually stay close to Stockholm, I prefer somewhere near the water and work for three days on our strategic plans, content creation and of course, mixing business with pleasure.

We booked an Airbnb in Vaxholm, an hour ferry ride from Stockholm center and Vaxholm is golden. It has the island, archipelago vibe, but still is large enough to have a wide choice of restaurants, coffee places and water all around.

A free gift from a real estate agent

While we walked to get our morning cappuccino, we passed the exclusive real estate agent Sjönära and my eye fell on a stack of pink newspapers that were in a holder outside their entrance. Mia explained that this was a free gift from the real estate agent. Every morning, the financial/business newspaper of Sweden - the Dagens Industri - is freely offered to those that come and want to read it. No strings attached!

Isn't that a brilliant marketing gift? Because it is their ideal customer that reads this paper, and it creates a bond with those ideal customers. Mia told me, that many people go get their coffees, grab a newspaper and when they are ready to sell or buy a house, whether it is their primary or vacation house, they go to Sjönära real estate agents.

So, what to learn from this good CX example?

 

These are the three key takeaways

  1. Create meaningful value through thoughtful gifting
  • Lesson
    Providing a valuable, no-strings-attached gift that resonates with your target audience is a powerful way to build brand loyalty and create a positive association with your business.
  • Example from the Story
    The real estate agent Sjönära offers a free copy of 'Dagens Industri'. This gesture not only provides value to potential clients but also aligns with the interests of their target demographic - business-minded individuals who may be interested in high-value real estate transactions.
  1. Integrate your brand seamlessly into the customer's routine
  • Lesson
    Becoming a part of your customer's daily life can significantly enhance brand recall and preference. By offering something that fits naturally into their routine, you subtly integrate your brand into their daily experiences.
  • Example from the Story
    By placing the newspapers outside their office, Sjönära becomes part of the morning ritual for many locals and visitors. As these individuals grab their morning coffee and newspaper, Sjönära subtly enters their consciousness, making it more likely they'll consider the agency when thinking about real estate.
  1. Leverage local charm and community connection
  • Lesson
    Connecting your brand with the local environment and community culture can help build stronger relationships with potential customers. It shows that your brand is a part of the community and understands local values.
  • Example from the Story
    Sjönära's use of the newspaper outside their office in Vaxholm, a charming and strategically located island town, taps into the local culture of relaxation mixed with business. This reinforces their brand as being in tune with both the local vibe and the professional needs of their potential clients.

This blog is part of the 4-part series Summer CX Experiences: The Good, the Bad, the Better and the Brilliant.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations.

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned.

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Playing to Win: Gamification Tactics for CX Success with The Customer Experience Game

As customer experience (CX) continues to be a key differentiator for businesses, CX leaders face continuous challenges and opportunities. In a recent episode of "CX Leadership Talks," I interviewed Babs Asselbergs, with whom I founded The Customer Experience Game. We had a stimulating discussion on designing a game to engage participants in workshops on customer centricity. Beyond the game itself, during our conversation we explored numerous challenges faced by CX leaders and how they can be addressed. Let's explore some insights and strategies shared in the podcast that can help you as a CX leader navigate these challenges.

1. Engaging teams in CX initiatives

One of the key challenges discussed revolved around engaging teams in CX initiatives. Babs emphasized the need to make CX tangible by using creative methods like gamification and storytelling. CX leaders can take a cue from this approach and invest in innovative ways to engage their teams, such as workshops, interactive training sessions, or even leveraging technology to create immersive experiences.

2. Breaking down silos

Our conversation highlighted the importance of breaking down silos and fostering collaboration among different departments to deliver a seamless customer experience. CX leaders can address this challenge by creating cross-functional CX teams, establishing shared goals, and ensuring that everyone in the organization understands the impact of their actions on the overall customer journey.

3. Adapting to the virtual environment.

The shift to a virtual work environment, accelerated by the global pandemic, has presented unique challenges for CX leaders. In the podcast we discussed how the CX game transitioned to an online version, although with some technical challenges. CX leaders need to adapt their strategies to ensure that remote teams stay connected, using virtual collaboration tools and platforms to facilitate CX-focused activities and workshops. Miro - the board Babs works online with for The Customer Experience Game - is a good example to encourage remote co-working.

4. Driving employee engagement and ambassadorship

Employee engagement emerged as a critical factor in delivering exceptional CX. Babs underlined the importance of leveraging gamification to drive employee ambassadorship and teach a customer-centric mindset across the organization. CX leaders should focus on recognizing and rewarding employees who embody the organization's CX values, along with providing ongoing training and development opportunities.

5. Nurturing creativity and innovation

Creativity was a recurring theme throughout the podcast, with Babs emphasizing the role of creativity in designing effective workshops and learning experiences. CX leaders can encourage creativity by providing employees with the freedom to experiment, encouraging a culture of continuous learning, and investing in resources that stimulate innovation, ultimately leading to new and improved CX strategies.

Conclusion

In conclusion, this episode of "CX Leadership Talks" provided valuable insights into the challenges faced by CX leaders and the strategies to overcome them. As the CX landscape continues to evolve, the ability to engage teams, break down silos, adapt to virtual environments, drive employee engagement, and nurture creativity will be instrumental in delivering exceptional customer experiences. By embracing these insights and proactively addressing these challenges, CX leaders can position their organizations for sustained success in the competitive CX arena.

About The Customer Experience Game and the podcast

Real action, learning and fun. That's The Customer Experience Game®. This board game will significantly enhance your and your colleagues' awareness of Customer Experience. Not only while having fun and battling each other as a team, but also in finding answers to those Customer Experience challenges. The CX Game immediately puts all in action mode. Because learning and having fun are not enough; we aim for all to take action! So, do you want to let your team discover and embrace Customer Experience in a fun way? Play the CX Game! You can be sure you've found an active and enjoyable approach that will excite everyone! And of course, if you want to listen to our conversation, listen to our podcast 😀

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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Everything you always wanted to know about the International Customer Experience Awards - the basics of my interview with Vuk Vukanovic

So, CX leaders, if you've been yearning for recognition and the opportunity to showcase your customer experience initiatives, look no further than the International Customer Experience Awards. In a recent episode of CX Leadership Talks, I interviewed Vuk Vukanovic and we delved into a comprehensive conversation about the awards, providing valuable insights and practical details for potential attendees. Let's recap the key takeaways and everything you need to know about these prestigious awards.

The driving force behind the Awards

Vuk Vukanovic, sales manager at Awards International, part of a brilliant team; shed light on the driving passion behind the customer experience awards. He emphasized the platform's commitment to recognizing and nurturing exceptional customer experience initiatives, offering participants learning opportunities, and providing global recognition. Furthermore, the awards facilitate networking and offer valuable feedback, contributing to a fun and enriching experience.

Award categories and entry process

Vuk outlined the various award categories available, including best CX leader, best Voice of the Customer, best CX team and for example employee experience. Look at the website for all categories you can compete in! What I found interesting is that potential participants were encouraged to consider entering more than two categories, especially if their company has multiple impactful initiatives worth showcasing. We most certainly indicated how important the importance of providing tangible evidence and financial impact of CX initiatives was, along with the need for concise and specific entries. This ensures that the quality of submissions aligns with the awards' high standards and avoids wasting judges' time.

Benefits of participation

As have been being a judge for several years, I underscored the benefits of being a judge, highlighting the opportunity to gain practical insights into the CX field by being part of the judging process. These insights often involve judging rounds on paper and live presentations, offering a unique chance to learn from the best in the industry. In addition to recognition and networking opportunities, participation can provide indirect opportunities for business growth, making it an invaluable experience for CX leaders and professionals.

The Awards' global reach

The conversation also touched upon the global growth and expansion of the International Customer Experience Awards, showcasing its impact in various countries. The transition to online events due to COVID-19 and the professionalization of the team behind the awards highlighted the adaptability and dedication of the platform to continue delivering excellence. In 2024 the awards show will be hosted live in London!

Case studies and success stories

Vuk and I shared numerous success stories, including a case where a CEO entered the UK Customer Experience Awards, winning multiple gold awards that contributed significantly to the sale of the company for £200,000,000. The story underscored the power of recognition and validation in driving business success. Other stories, such as Clint Payne winning the CX leader of the year, showcased the transformative impact of the awards on individuals and organizations, further reinforcing its value.

The importance of empathy and understanding

Vuk shared a personal experience related to the importance of customer empathy, emphasizing the significance of passion, hard work, and understanding in the context of business. This theme of empathy and understanding resonated throughout the discussion, emphasizing the importance of these qualities in driving exceptional customer experiences.

Networking and follow-up opportunities

We also touched upon the networking aspect of the awards, highlighting the potential for follow-up chats with interested parties, post-award ceremonies. This emphasizes the lasting connections and opportunities for collaboration that the awards can facilitate, further enriching the experience for participants.

Wrap-up and Call to Action

This is your moment to think about joining the upcoming International Customer Experience Awards in 2024, with its online judging and networking events. Step out of your comfort zone, join the awards in London in November 2024, and embrace the priceless learning and recognition opportunities the platform offers.

In summary, the International Customer Experience Awards offer a unique platform for CX leaders to showcase your initiatives, gain recognition, and facilitate unique connections within the global CX community. The passion and dedication behind the awards, combined with the strategic guidance and insights, make it an unmissable opportunity for CX professionals looking to make an impact and gain global recognition.

So, whether you're an established CX leader or a rising star in the industry, consider entering the International Customer Experience Awards to leverage the incredible array of benefits and opportunities it brings. Do you want to learn more? Listen to our conversation on the podcast (as this is the summary). Because we believe that the path to success in CX is paved with recognition, learning, and meaningful connections - all of which the awards are specifically designed to provide.

Remember to mark your calendars for the upcoming 2024 International Customer Experience Awards and take that crucial step toward showcasing your exceptional CX initiatives. Your journey to global recognition and validation starts here.

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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The power of synchronicity: a CX journey in Sydney's Harbor City

In the tapestry of my career, there lies a thread of synchronicity-mysterious, yet undeniably powerful. Imagine this scene from just fourteen days ago: my office for the day on the 17th floor in North Sydney with a view of the harbor and the Parramatta River.

The journey to this incredible moment began over six months ago, with the decision to visit the Professional Speakers Australia - PSA convention in Perth. The question came: How could I transform this trip into a combination of connection and impact within customer experience? My network, a peer group of CX professionals and clients, lead to three engagements across Sydney and Perth.

Then, as an opportunity materialized from the ether-a request for the CX Game in Sydney landed in my mailbox. An international corporation was in search of an innovative way to engage their team around customer centricity at their Annual Kickoff in March. The stars had aligned, placing me in Australia precisely when needed.

My conviction that the universe provides when we walk the right path has been a guiding light. In my book, "CX is a Pilgrimage: 50 Strategies to Spice Up Your Leadership," I delve into this belief in a chapter titled "Trust the Universe.

And so, the universe delivered. With my client, we explored the possibilities, sealed the deal, and I journeyed to Sydney, bringing with me the CXGame boards, bells and train-the-trainer manuals. The result of this adventure was the privilege of a day program to empower five new trainers to champion the The Customer Experience Game®.

And here I stand, on that 17th floor with this Sydney harbor view, through a series of synchronicities that only the universe could orchestrate. As I reflect on this journey, I am reminded of the power of staying true to our path and the incredible impact we have, when we do.

The CX Game is more than just 'a game'; it's a serious game, a perfect and tested tool, that helps organizations become customer centric. That engages all employees and gets them to reflect and act.

This experience has reaffirmed my belief in the magic of synchronicity and the importance of trusting the universe. But more importantly, it has shown me the incredible power of our community-how, together, we can push boundaries, innovate, and elevate CX to new heights.

I cannot yet reveal the name of the company that embarked on this CX Game journey , but I am confident in their success and the lasting impact of today's event. I thank Babs Asselbergs - CCXP for helping me on this engagement and to everyone who has been a part of this adventure, thank you for your trust, your enthusiasm, and your commitment to excellence.

Let's continue to trust in the path we're on, embrace the synchronicities that guide us, and together, create experiences that not only meet expectations but exceed them. Who knows what the universe has in store for us next?

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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Why most Customer Experience stories suck

Most Customer Experience Stories, well ehm... make me want to walk AWAY.

Yes, that is the truth and I need to say it this harsh. Because at the start of a new year – okay it is almost March, but still – you have the opportunity to realize that your CX story might suck too and that you have a chance to change it. Too many CX leaders think that they have a solid story, and most of them are wrong. So, let's see if you are part of that group, or... Hopefully not.

Five issues

The five issues I mostly see – and I have mentored so many CX leaders on their CX Stories, that I know my trade – is that CX stories are:

  • Too functional and boring – there is no emotion anywhere in the presentation, maybe it is even too corporate.
  • Too general – it could be any organization's CX Story or is not memorable.
  • Lacking you as a leader – there is no way people can connect with you as the presenter.
  • Too analytical – you talk about trends and larger numbers, but the true customer is absent.
  • An open door – everybody in the audience agrees, but has either no clue what to do next, or is not engaged in a call to action.

How to create a good CX Story

First. What is a CX Story? It is a term that I use when it comes to your transformational customer change story. A good CX story contains at least these four elements:

  1. Personal story (what engages the audience with you as a leader?)
  2. Sense of urgency (where are we now, what is our BHAG or goal and why should we change?)
  3. CX Strategy (what is the path you envision for change, what is your change plan?)
  4. Call to action (what is it that you want your audience to DO?)

A great CX Story is a story that you can share in ten minutes, half an hour or even elaborate in a deep dive of an hour. But that ten minute one is your fundament. Your team can use it, and you will repeat it time and time again. In the end, it becomes the CX Mantra that everybody will know and understand.

Game changer

A good CX Story IS a game changer. Being able to share an incredible CX Story, will make you the King (or Queen) of CX Transformation. Trust me.

Do you want to spice up your CX Story – including your CX Strategy? It is something that you can do yourself, with a little of my help (and a big save on money for consultants). For Dutch CX leaders: in April a new CX Leadership Masterminds starts, where you and a select group of other CX leaders build and deliver your own CX Story and shape it to perfection. Please let me know in a response to this blog (or in the CX Greetz that it comes with) what mistake of the five you recognize. And maybe I can give you some personal tips what to do next!

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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Six blind spots in CX leadership communication - and how to address them

In the dynamic of Customer Experience (CX) leadership, communication is essential for engagement, persuasion, and education. However, even the most seasoned CX leaders can fall prey to certain communication pitfalls. With the result that they don't get their message across, colleagues don't understand them and more important, people don't get into action. Identifying and addressing these 'six blind spots' can transform how leaders communicate, connect, and influence their teams and customers.

Blind spot 1: being too complete

The Overload Trap: CX leaders often feel compelled to provide every detail in their presentations, believing that more information equates to better understanding. However, this completeness can lead to information overload, losing the audience's interest and diluting the core message.

The Fix

Focus on simplicity and clarity. Distill the story to its most essential elements to keep your audience engaged and the message impactful.

Blind spot 2: being too boring

The Engagement Gap: A common misstep is sticking to a dry, fact-based narrative and not much engagement. This approach can make your presentation, strategy and stories unrelatable and forgettable.

The Fix

Incorporate elements that have unexpectedness. That spark emotions - humor, surprise, or personal anecdotes. Engage your audience with a narrative that resonates and makes them remember.

Blind spot 3: being too conceptual

The Abstract Challenge: CX leaders might lean heavily on abstract concepts or industry and especially customer experience jargon, making it hard to grasp.

The Fix

Ground your story with concreteness. Use real-world and customer examples and relatable scenarios. Simplify complex ideas with metaphors or analogies to make them more accessible.

Blind spot 4: being too corporate

The Corporate Veil: overemphasis on corporate perspectives can make your presentation or strategy feel impersonal or propagandistic and might feel that it is just your CX idea.

The Fix

Humanize your story and add in true customer data to build credibility. Have a CX data sheet, that you can use and share experiences and lessons from a personal viewpoint. Combine data with stories and relate to everyday experiences that transcend corporate walls.

Blind spot 5: being too unpersonal

The Relatability Rift: presentations lacking a personal touch fail to connect with the audience on an emotional level. Often people won't connect and don't understand what to do next.

The Fix

Build in emotion to connect and let your personal stories come into play. Let your vulnerability and authenticity shine through to build a stronger connection with your audience. Also be specific on your call to action, what you want your audience to DO.

Blind spot 6: being too functional

The Functional Focus: focusing solely on the functional aspects of Customer Experience, like methodologies, processes or outcomes, can make it uninspiring.

The Fix

Weave in the human element and add stories. Highlight the impact on people, whether it's customers, employees, or communities. Stories that showcase human experiences and emotions are more engaging and memorable.

My conclusion and tips for you

Effective communication in CX leadership is about striking the right balance. It is my suggestion to use the success formula of Dan and Chip Heath from the book Made to stick. So, you start to focus more and get your ideas and communication across. To stand out from the crowd.

It's about being informative yet engaging, professional yet personal, and functional yet inspiring.

By addressing these six blind spots, you as a CX leader can craft stories that are not only heard but also felt and remembered. This approach not only enhances communication but also fosters a more profound connection with teams and customers, ultimately driving a more impactful CX strategy.

 

Don't miss another blog? Sign up for my weekly CX Greetz!

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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Irriklant

Oh well, it's summer. Then we as customers are all in a great mood. We go on holiday and show the best of ourselves. Nevertheless?! Or not...

I got these reviews from a guide who showed us around Jamaica over eight years ago and has to laugh and cry at the same time. We humans are sometimes a bunch of bastards. These are real reviews that she has received from the tour operator. Long live open feedback that you can get from reviews and surveys.

I've listed the eleven worst ones for you.

1. 'It should be forbidden to sunbathe topless on the beach. My husband was very distracted by that, he just wanted to relax a bit and that didn't work out now.'

2. "We went on holiday to Spain and had a problem with the taxi drivers. We couldn't understand them because they all spoke Spanish."

3. "The beach was just too sandy. We had to clean and de-sand everything when we got back to our room."

4. "We found that the sand was not like the sand in the brochure. Your brochure shows the sand as white, but it was more yellow in real life.'

5. "No one told us there would be fish in the water. The fish frightened our children."

6. 'The roads were uneven and bumpy, so we couldn't read the local guidebook on the bus ride to the resort. As a result, we were unaware of many things that would have made our holiday much more enjoyable.'

7. "I compared the size of our one-bedroom suite to that of our three-bedroom friends. And ours was considerably smaller.'

8. "We had to queue outside to catch the boat and there was no air conditioning. That was very disappointing to us.'

9. 'It is your duty as a tour operator to inform us of noisy or unruly guests before we travel.'

10. "My fiancé and I had requested twin beds when we booked, but instead we were given a room with a king bed. We hold you and your organization accountable and want to be compensated for the fact that I became pregnant. This wouldn't have happened if you had given us the room we booked."

11. "I've been bitten by a mosquito. There was no mention of mosquitoes in the brochure.'

What should you do if you get this kind of feedback in your own surveys? I would just do nothing. These people deserve zero attention. You wouldn't begrudge these customers to your competitor just yet.

 

This blog was written for CustomerFirst and published on September 5, 2023

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*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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The red carpet

Let's go back in time. I think it was sometime in 1999. I worked at AMEV as a Life Inspector and I refinanced my mortgage. Because as an employee, I received a nice discount on the mortgage interest rate and I was happy to take that advantage. A few years later I started renovating and I was able to go to AMEV for that too.

Within AMEV there was a special office for employees, where everything was taken care of when taking out the mortgage. There was coffee ready, you could always walk in if you had any questions and also the communication about papers and the notary was well taken care of. There was no red carpet rolled out yet, but it felt that way. As employees, we were well pampered.

As a Life Inspector, I was responsible for a large area, east of Utrecht to the German border and helped intermediaries choose AMEV in the field of mortgages and pensions. I'm sure there are some time zones mixed up now, but I do remember that my clients – the intermediaries – didn't find our mortgage handling too flourishing. Communication was unclear. Their customers didn't understand our letters. It took a long time for official quotes to come. Things went wrong when sending the notary documents.

I didn't understand much of that. After all, we had arranged it so well, hadn't we? I really didn't know any better than that we as AMEV gave the red-carpet feeling to customers. Because that was my own experience. In Customer Experience, we call this the 'n=1 situation'. My own experience, would also be that of our customers and their customers. In addition, I didn't realize at the time that I had an inside-out view and was heavily contaminated with the 'curse of knowledge'. The what?! I had much more knowledge of mortgages, legislation, and processes than the customer who took out a mortgage. This is called the 'curse of knowledge'. As a result, I couldn't put myself in the shoes of the person without that knowledge. I missed the outside-in view.

I went with an intermediary to one of his customers and immediately saw where things went wrong with us. That the red-carpet feeling only applied to employees. But I also immediately saw the potential for improvement. 

That's exactly why I'm calling on everyone to visit customers themselves. Step out of your own processes, systems and ideas and look at the world through the eyes of the customer. Where the customer is. At the company or just at home. See where customers' needs lie, what keeps them awake at night and where the real potential for improvement lies. Who knows, you might also see where your organization can give that red-carpet feeling to customers.

 

This blog was written for CustomerFirst and published on July 4, 2023

Don't miss another blog? Sign up for my monthly CX Greetz!

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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All Rob

We start the CX inspiration day at Starbucks. Together with eight Customer Experience leaders in the government, today we get a look behind the scenes at three companies to see how they organize customer experience.

While everyone trickles in, Robin and I stand in line for coffee at Starbucks. We slowly move up and then we can order coffee for five people.

"Two americanos, an oat latte and two cappuccinos please." The male barista looks at me and asks, "What name can I write on the cups?" Next to him is a female colleague with a marker at the ready. I think about who ordered which coffee, because how nice is it when everyone has their own name on the cup? I see a somewhat pleading look and realize that today it is not at all the intention that there are different names on the cup.

In a split second, I decide not to make a big deal out of it. Because it's rush hour at Utrecht Central Station at this Starbucks and I don't think he's in the mood for it. No, this man wants us away from that counter as soon as possible. So I look at Robin and realize that his name is easier than having to write Nienke on every cup, so I say 'Go ahead Robin.'

He looks at his colleague with the marker in his hand, sees the five cups and in half a second he has an even easier solution. 'Can it be Rob?' I look at Robin, we give each other a quick wink – hopefully unseen by the barista – and with a sigh I say that's okay.

While he is relieved to strike something at the cash register, he sees that he has charged cash instead of paying with a card and the order can be replaced. I think this is his punishment by the universe, because Robin's name is Robin. No Rob. And actually, these coffees are for Robert, Anke, Marieke, Nienke and Robin. Not for five Robs.

At checkout, it is also more than two euros cheaper the second time. So now that we're all called Rob, life has immediately become cheaper. I have to laugh a little.

Even though I'm bummed about it, because I've organized a CX inspiration day and that's why I want it to be personal for my guests. Oh well, you also get inspiration from the worst practices, it goes through me.

We sit down, waiting for the coffees for Rob. About three minutes later our coffees are ready. "I've got the coffees for Robin here!" the barista shouts with the marker. Haha. She has made her colleague very loud, but it is not a good customer experience.

 

This blog was written for CustomerFirst and published on June 6, 2023

Don't miss another blog? Sign up for my monthly CX Greetz!

 

*****

Nienke Bloem is often called the Customer Experience speaker in the blue dress. 

She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.

Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations. 

With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. 

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