"Nienke, shall we just not talk about Coolblue for once? Aren't there other cool examples when it comes to customer experience?" A note from a recent Customer Experience Masterclass.
It could be that there is Coolblue fatigue in the world of customer experience. And yes, I get that. Always that brand promise, that 'Anything for a smile'. Always that Pieter Zwart, boss to the max. Almost irritating. But I have to be honest: they're good too. Not a little, but in the 'Good, Better' category they are the very Best.
A real-life example and there are probably many like that. My laptop crashed. Well worthless, because gone lifeline with the world. So a replacement had to be found right away. But which one? For some, picking out a new one is a joy. But I'm more of the category of 'hard swear, shit, reinstall everything later' and 'oh oh I'm so glad I have everything in the cloud'. Because that's how smart I am.
So who do you call? That's right, Coolblue. I had a quick look at the website, but still needed a helpline. In no time the phone was answered by Aron. In just a few questions, he led me to the right selection. An HDMI connection (really, they still make laptops without it, how is it possible?!), at least two USB ports, a graphics card and a 13-inch screen. That was it and I wanted the device fast. "How fast?" asked Aron. He asked his question at 6:45 p.m. I was able to pick up my laptop the next morning at 8:30 am at the post office on the corner. And so it happened: I'm typing this column on my laptop, which I picked up this morning, which I picked up this morning, and which is still shiny.
I'm far from tired of Coolblue. I'm a fan for five reasons. First of all, they excel in Kindness; The tone of voice is like having a good friend on the phone. Number two is Trustworthiness – I know that if I ask them anything, they will be there for me. The third reason is Cleverness. Aron knew exactly the right questions to ask. Then comes Speed; How well do you have your process in order, so that you have the laptop on site within 14 hours? Heroes. And last but not least, number five: the Fun. Coolblue is a great company with great people. They always have that smile with me.
So yes, maybe the example has been chewed out. It's time for a new CX star in the firmament. That's why I challenge you all to make me as a customer just as happy as Coolblue does every time. Piece of cake, right?
This blog was written for CustomerFirst and published on May 8, 2019
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.
... why you are getting it all wrong when it comes to the visual revolution
We are in the age of the visual revolution. Excuse me? What? Yes, visuals are the bomb. Not just a little bit, but all over the place. Where Instagram is growing like crazy, YouTube is the second largest search engine and even LinkedIn is growing when it comes to images and video.
A real big chance for everybody. Not only telling how good your products and services are, but also showing it with images. Because images speak louder than words; right?
Let's dive a little deeper where it tends to get ugly when it comes to visuals.
Let's go on a cruise
This April I went on a cruise. In 2016 we cruised with Carnival Cruises, which was a big eye opener and fun and brilliant customer experience(on which I blogged). So in 2019 we wanted to push it a little, go on a longer cruise and see more islands. We changed to Celebrity Cruises, because their ships were newer, the destinations fitted and the whole look and feel of the website, matched with what I was longing for.
This is where it all went wrong. Please take a look on their website: I am curious what you see and what impression you get? Well I got the impression of modern luxury (which is also what they promise, as one of the guest relations officers told me) and the website shows guests like me.
The Stereotype Exercise
Now, let's do a small exercise that I learned at Disney Institute. The Stereotype exercise. When you think of cruising and the typical customer. What things come to mind? Before I type any further, you could pick up pen and paper, but you can also keep reading. I will join you in your mind.
When I stereotype cruising and their guests, I think of an older population, a little grey-haired to be honest. Pensioners, who love jewelry and play bridge. They are grandparents, children moved out of the home. Who want to experience luxury and comfort and want to dine with captain Stubing (little joke).
Our experience in 2016 was really different. Carnival is known for their fun and they attract a young crowd. That is also what their website shows when it comes to visuals. Now let's switch back to Celebrity. When I glance at their visuals on the website or their Instagram, I see people like me. Young, okay, this is debatable ?, but between 40 and 55. Young, right! A young crowd who enjoys life, who likes to explore and have new adventures. This is what they market, this is what they sell on their website.
Different expectations
So imagine entering the boarding area in Fort Lauderdale, where the first impression was ... An old peoples home. The stereotype we just imagined. Yes, we saw canes, walking racks and wheelchairs. That is not any issue, but I booked this holiday with a different expectation. Praise the lord there were younger people aboard, but they were scarce. And that was a real pity for my daughter of twenty, whom I brought along. Yes, we had a great holiday, but thinking back of the Carnival Cruise and the fun we had with most of the guests; I wish we booked with them.
During the cruise, we shared tables with many people and for example had a chat with a couple (in their 70s) who were on their tenth cruise with Celebrity. Yes, they admitted Celebrity is known for a little older crowd. That is what they liked and why they came back. Again and again. And we had many more chats like that.
Disappointment
The fourth day of the cruise, I decided to have a conversation with guest relations. Because it somehow itched that the cruise was marketed in a way, which wasn't delivered. I explained my disappointment and the lady behind the desk spoke these words "Yes, we have an older population on board. If you would have liked a younger cruise, you should have booked Royal Caribbean." What?! Really!
While I am writing this, I feel the same emotions again. Those of frustration and disappointment. You sell me a cruise with a certain expectation, I book online, I have to let you know who I travel with (a twenty-year-old), you give no advice and then a little twat behind the desk tells me this. My oh my.
Where did it go wrong from an organizational customer experience point of view?
Honor your clients
I think the marketers of Celebrity Cruises are all pretty young and hip. Chances are they hire other hip website builders, travelers and influencers to create visuals and tell stories. Probably the board wants to rejuvenate their passengers. Marketing most certainly works with personas, but I don't think the older traveler is in there. They aim for young, as shows their website and Instagram.
Now comes the truth and nothing but the truth. Be happy with your clients. Give them the credits they deserve. Because these older guests are filling your pockets. Make sure you show reality in your visuals. Not just polishing it up with models and stock photos you use now. Show your real customers in your visuals. Give them the place they deserve on your website, Instagram and Facebook.
Because what happened with me, is not an N=1 (just one traveler) situation. We had a conversation with over ten other young guests, and they had the same experience as we had. They were also not coming back on Celebrity. At least not in the next twenty years ?, as at that age we fit their age group in a better way.
My dear marketers, when you show pictures that are too far from the truth, you are the reason why customers get disappointed. Guest relations can't fix it down the line. They can only fix it with some extras, but you are two steps behind.
Be real
Does this only happen in the travel industry? NO. This is the hard truth in many areas of visual marketing. For example, have a look at websites of golf courses. The pictures are beautiful. The sun is rising. Greens look so green. Bunkers are all raked meticulously. And the most surprising thing; almost never do you see any people golfing. It could be a very young and slim couple, but most often these golf courses are photographed at moments of total 'nobodyness'.
Reality is different. Most golf courses host many flights of golfers. There are PEOPLE on a golf course. Not models, but people like me, my mom and dad. Normal people.
Of course, you want to look your best on a website. You want to show things on a sunny day. Literally and metaphorically. But don't overdo it. Make sure it looks great, but also real. Because if you don't: reality will hit and create disappointment down the line.
So, my plea is: do the reality check. Take a look at your website and other social channels where you use visuals like YouTube, Facebook, Instagram and Pinterest. Are you telling the truth, or should you take it down a notch? Me and my fellow customers would appreciate the real story. Thank you.
Don't want to miss any of my blogs? Then subscribe to 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.
... or should I say, Employee Experience? Yes, I have been wondering what the title of this blog should be and I chose the one on Customer Experience. Just because I had to choose. If you think after reading this blog, it should be the other way around. Let me know!
The 22ndofJanuary 2019. A big day: I was going to visit Zappos. I was excited, because I had heard so much about the company, I follow them on Instagram (@ZapposCulture) and of course read the book "Delivering Happiness". This day I was going to see it myself. Would it be a big hit or would it be a disappointment? I had no idea, so the excitement was real.
The first impression of the building was a little bit of a downer. The building isn't a beauty of a building, it used to be the city hall of Las Vegas. It is a building like any other and they have tried to make it look happy, with some pictures, but I am honest, the building and the square didn't deliver any happiness to me.
A little side step: I arrived in Las Vegas two days before and I had plenty of time to stroll around the city. If you ever visited the city or have seen some pictures, you know that especially the strip is kind of a crazy place. A miniature Eiffel tower, Venetian gondolas; everything for entertainment. My hotel was on the strip and I brought some crackers and as I am trying to eat healthy, I was looking for an avocado to spread on my cracker. As I walked the strip for more than two hours, there was not avocado to be found. Yes, I could gamble, drink, eat, buy souvenirs, but no avocado there.
Let's go back to the Zappos experience. When you enter the building, you are pleasantly surprised. The colored Lego wall, the merchandise, the wall with the company's story; the whole atmosphere is breathing the FUN Zappos feeling. Want to have an impression?
Megan was my tour guide and we started with the history of the company. A company pride movie, some examples of wow employee experiences, like the "snowman prank" and the CEO living in a trailer. It was a set up of the real tour, where they gave me the Zappos experience. We couldn't visit the customer service department, but I saw HR, the way the company is set up, their fitness studio (in the former prison), their restaurant and their Aquarium resting area. Really!
When we passed the square during our tour. I saw at the main square a drawing of an Avocado, saying "AvocaDO". I giggled and told Megan, that Las Vegas was more of an AvocaNO city. I shared my experience of the hunt for an avocado and we laughed together.
As my tour ended, I had two interviews with leaders of the company. To learn more about Customer Experience strategies, about listening to customers, about how it is to work in the company. As I was starting my first interview, Megan entered the room with a little bag with two avocados. "For you," as she presented them with a big smile. How about that? Putting the magic around one of their values: "Deliver WOW through service". Easy does it with a big result. Zappos does deliver WOW.
So, a nice story, and Zappos puts its money where its mouth is. So you have a first impression. But what did I learn and what can you learn from this shoe selling company? I decided to give you a list of ideas. You can pick yourself, what is applicable. What resonates with you. And I am honest. The longer I write, the more comes to mind. So be prepared, somewhere this year, I will publish blog number two about this topic ?
Choose your values: Zappos has their ten core values and they are everywhere. Where of course their most known value is "Deliver Wow through Service". The other nine are just as important for the employees.
Hire the right employees: "It is easier to get into Harvard, than to work at Zappos" Zappos receives thousands of job applications every half year. They only want the right people to work for them. The ones that fit the company, the ones that are motivated.
Take time for onboarding: new employees get a four-week onboarding and training, where they work for three weeks in the contact center. Yes, everybody. Whether you start working in IT or in Accountancy: you will start in the contact center, so you know your customers and what their lifes are about.
Test if new employees get it: once a new employee has done his onboarding, at Zappos that is the moment they have to go for THE test. This test is crucial, because if you don't score 90%, you don't pass and are asked to leave. The test is about culture and values, computer systems and how to behave on the phone.
Make new employees choose: when employees have finished their onboarding, they get the offer of a month's salary to leave the company. Yes, you read this right. If you stay, you don't get it. They only want people that really want to work for Zappos.
10 hour rule in the holiday season. Everybody has to help the contact center for ten hours. Everybody. EVERYBODY. Sorry to that bold, but this is magic. It is already magic when colleagues from IT would listen in some companies, Zappos takes it to the next level.
Honor employees and the years they work for you: every five years you work at Zappos, you get a plate with your name on it in a certain color. First five years is blue, five to ten is red, etcetera. These nameplates hang at the desks, so you can see who works there and for how long they are with Zappos.
Serendipitous Collisions: the Zappos building has ten floors and on one floor, there are drinks, on the other floor there are snacks. So people have to move to get a drink or something to eat. By doing so, they will meet people from other departments, and they hang out together.
Create business money. Zappos has their own monetary system; Zollars. Yes, where dollars and Zappos meet. You can earn Zollars in several ways and spend them in their own Zappos way.
Zappos Merchandise: not only can you buy Zappos merchandise as visitor, they also have their own little Zappos store for employees, varying from a t-shirt to a bicycle. Zappos branded of course: here you can spend your earned Zollars.
Co-working Bonus program: employees can grant colleagues a bonus of 50 Zollars for doing nice things for each other, or if they helped out customers in a brilliant way.
Department of Celebration: in case there is something to celebrate, from birthday to wedding. At Zappos they have a catalogue where you can order everything you need to celebrate. For example, you can order balloons with a card and they are delivered to the desk of the person who is celebrating.
Bring fun in the IVR: when you call Zappos you get the choice to either press one to talk to a representative or two to hear the joke of the day. My goodness, I love this one.
Organize fitness: at Zappos they have their own fitness studio (in the former prison, so funny) and they also have yoga and boxing classes. You earn points that you can spend in a special Zfit store.
Tech Support: in the cafeteria Zappos has a special desk for technical help. You can bring your laptop there and they make sure you are on your way as soon as possible.
Bring values in yearly reviews: as an employee you are asked how you score on the core values and also peers will rate you. You can pick the core values that fit you best, because you don't have to score all ten.
Stimulate change: at Zappos they have investors that help employees who have ideas in an investor board. So these investors help employees with money to grow their ideas.
Help employees as entrepreneurs: at Zappos they have a class called '48 Hour Founders'. People can pitch (like in Sharktank) to a group and when your idea is picked, you work it out with colleagues and a business coach. In 48 hours you will grow your idea forward and pitch to the Investor Board.
Teambuilding: every month employees get a budget of 50 dollars to go out and have fun. Plan it yourself and create a team and a family feeling. You can also save it a couple of months, to do something more elaborate.
Family time: every quarter of a year a family movie night is organized for employees and their families. So, the focus is not only on the employees, but their families are engaged too.
Measure because than you know: HR measures every quarter of a year how employees are feeling and to learn what they can do better. The insights are shared with everybody by company email. And a follow up by HR on the actions is always done.
Shadowing: if an employee is curious about another role in the company, they can shadow a colleague in that role for two days, to learn what the job is about. During my tour, a colleague from the Customer Service department shadowed Megan to learn about being a tour guide.
Continuous focus on customer interaction: everyone at Zappos understands that every interaction counts. That means that the focus is almost mindfully at the customer in that moment. No average call handling times or other internal metrics that can harm the connection.
Quality assurance: Zappos has a dedicated team that listens to live calls to learn and give advice and suggestions to agents. The focus is on learning, improving and customer happiness.
Values and the floors: where they have ten floors and ten values. They dedicated one value to every floor. This is visible and just a touch of connection.
Focus on making it effortless: the managers or leads are focused on making living the core values as effortless as possible. Employees should be able to deliver on these as easy as possible.
Create photo opportunities on your premises: as we are in the Instagram Era and people love taking pictures. Help them and create beautiful spots for photos. I love this place at Zappos where they have painted unicorn wings.
This is my special gift, just for YOU! I decided to create an e-zine about the biggest learnings. Know that Zappos focuses on Employee Experience to grow Customer Experience. Interesting! Download this visually attractive e-zine and pick yourself: what learnings are most applicable for your organization? What resonates with you? I am very curious which lessons inspire you most. Please feel free to send me an email with your insights!
Don't want to miss any of my blogs? Then subscribe to 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.
https://www.nienkebloem.nl/wp-content/uploads/sites/142/2020/11/The-Avocado-Story.jpeg400400Nienke Bloemhttps://cluster.swstatic.nl/wp-content/uploads/sites/142/2021/03/Nienke-Bloem-Logo1.pngNienke Bloem2019-03-27 12:41:112024-09-30 14:52:10The avocado story and 27 other reasons why Zappos rocks in Customer Experience
Disney - we all know the brand, and I have visited their theme parks several times. Both in Paris as well as in Orlando. But how do they consistently deliver their Disney Magic? This year I decided to invest in myself and learn more and follow one of Disney Insitute's courses. A separate company, dedicated to spreading Disney's knowledge through training and advice.
I followed a One-Day course at Anaheim, the Disneyland location. The very first location of all Disney parks, where Walt Disney himself had his vision and where he put it into practice.
The whole day was well organized, starting very early with breakfast at 7:30 AM. From the moment I entered the training room, the Disney touch was there, including plenty of Mickey shaped confetti on the table. There was a workbook for all participants and a refillable Disney water bottle.
This program was focused on how to consistently deliver quality service to your clients, based on your own brand. This is exactly how I envision my A.C.E. Strategy that I speak and write about:
Authentic experiences from your unique brand perspective, consistently delivered during the customer journey, by Employee Ambassadors who understand and can deliver the service to customers.
It was fabulous to see how Disney puts that into practice and together with 47 other participants, I learned all about this at Disney Institute. Besides the theoretical part, we also went into the park itself (although short) to see and experience the theory ourselves (also known as a Customer Safari).
I have written about ten pages full of insights, quotes and memorable stories. As you are probably not waiting for all of my notes, here are the three major insights I got from the course:
1. Purpose over Task
At Disney everybody is educated by the spirit of Walt Disney and learns about the common purpose of Walt Disney Parks and Resorts: "We create happiness by providing the finest in entertainment for people of all ages, everywhere" in short "Creating Happiness for Others"
It was interesting to learn the origin of this purpose, with a big role of new person to me: Van France, Founder and Professor Emeritus of Disney Universities. What was even more interesting, was that in the Disney Philosophy, every employee has the freedom to create happiness for guests. That means that in a service moment, where the guidelines are clear for a specific task, there is room to make an exception. The employee may decide to follow his/her gut and go for happiness instead. To be "off task" and "on purpose."
They gave an example about a girl named Alice who visited the park. The Disney employee asked why she was sad, as she had a birthday pin on. So she told them that yes, it was her birthday, but all her friends had to cancel, because of illness and other appointments. But she decided to go to Disney anyway. The employee did all she could to create a special moment in a restaurant, where characters of Alice in Wonderland (see the alignment ?) were present and celebrated with her. Because, in Disney there are always friends and a birthday should always be celebrated.
Should the member of staff do this all the time? No. But was it appropriate at this moment and she had every reason to be "off task" (which was providing service at an attraction) and "on purpose" to go out of her way and arrange a perfect birthday celebration for Alice. Of course, Alice still visits Disney often, made new friends, and is an ambassador forever.
So the lesson here is: What is the purpose of your company and which are situations where your employees go the extra mile? Do you have such brilliant stories within your company; those everlasting customer stories that make you feel proud and cause a smile on everybody's face?
2. Prioritize Quality Standards.
When I am visiting companies, I am always interested in what they want to deliver to their customers. Often, we are creating a customer compass or a customer charter. With three to five (up to seven, but that is exceptional) customer promises or brand values that are specific for the brand and that align all employees toward the same customer experiences.
At Disney they have four Quality Standards, also known as "The Four Keys". Courtesy, Safety, Show and Efficiency. A very interesting assignment during the course, was to prioritize these four keys. Because, in the way Disney teaches their employees, they need to know what is important to make consistent decisions. So each of these standards is equally important (don't ever say the fourth is least important... ?), but there is a logical Disney order. And that is
Safety
Courtesy
Show
Efficiency
This sounds so logical to apply a prioritization, but I have never done it this way. So from now on, prioritization will be added as an option to the Nienke Bloem CX toolkit.
3. Seriously organize your service recovery
Things can go wrong. Even at Disney things go wrong, but they make it their task to recover what needs to be recovered. I like the description: " Service Recovery is an event that occurs when the customer's expectations are not met."
For Disney it is important to pursue the relationship with the customer, which has great impact on their view of service recovery, or as I see it named in companies' "Complaints" procedures. At Disney they don't want to just resolve the issue, but they want to reconcile the relationship.
Because guests are likely to care just as much - if not more - about how they are treated following the service failure as they care about the outcome of a service recovery itself.
So what Disney has done is to put processes and systems in place on service recovery. Of course they also have the outer loop and are continuously improving their operations and systems, but as they pursue the same consistency in service recovery as in their daily service, they have thought about everything.
On this topic we had a guest speaker who told so many compelling service recovery stories, that really proved that Disney has this under control. And she closed off with the following: "Things can go wrong, they might not be our fault, but they are our problem."
The ownership of service issues, of things that went wrong, that is where Disney steps up and makes the difference.
My question for you, is how are service recovery processes organized in your company? Do you have the same drive for service recovery and do people take ownership? Is the How(the way) just as important or maybe even more so than the What (the solution)? If you can answer, "Yes!", hurray for you, as you joined Disney in customer obsession. If you have to answer: "No", you've got work to do!
These were my three major insights and I will take them along and incorporate them into my consulting, writing, presenting and teaching practices. So, you can expect more on Disney and my findings in the common months.
Disney rocks! They want to differentiate themselves from the market. They are a premium brand and strive for consistent delivery of their four quality standards every day. I want to challenge you to go the Disney way. Is there one of these three insights, that spark your imagination and make you ambitious enough to step up the customer experience in your company? Reach out to me or please share in the comments which of the three insights it is for you, so I also learn which appeals the most.
Don't want to miss any of my blogs? Then subscribe to 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.
https://www.nienkebloem.nl/wp-content/uploads/sites/142/2020/11/What-did-I-learn-at-Disney-Institute.jpeg400400Nienke Bloemhttps://cluster.swstatic.nl/wp-content/uploads/sites/142/2021/03/Nienke-Bloem-Logo1.pngNienke Bloem2019-02-18 11:58:232024-09-30 14:54:26What I learned at Disney Institute: my three major insights of graduating the course 'Disney's Approach to Quality Service'
"What companies do you want to visit and learn from their CX secrets?"
"Where do you get new material for your speeches and master classes?"
Three random questions I got from CX peers and personal friends. Very valid questions, because I am a teacher to others, inspire others, get them to act. But occasionally my material also needs to be refreshed.
The inspiration is out there in daily life. That's what I often blog about, but I also have to stay ahead. Bring best practices to my business to help others. So that was the WHY behind my CX study trip.
In this YouTube video I explain the Why and How of the trip and give you the insights how you could organize it yourself ? Because, let me be honest with you, it was pretty easy to organize. Just book time in your calendar, make sure you have the money (not cheap, and I will let you know afterwards if it was worth it) and just DO it.
If you want to follow me with my learnings, subscribe to my Youtube channel or join my weekly CX greetz list. I'll send you a short informative and fun newsletter once a week to help you grow your CX leadership, subscribe here.
And.... this year I'll start with an inspirational BANG. I am traveling to the USA to follow a course at the Disney Institute and continue my American CX adventure with a tour at Zappos behind the scenes and two interviews with executives. I am so looking forward to broaden my horizon. To see with my own eyes how these two brilliant examples organize Customer Experience.
*****
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.
https://www.nienkebloem.nl/wp-content/uploads/sites/142/2020/11/The-why-and-how-of-my-CX-study-trip.jpeg400400Nienke Bloemhttps://cluster.swstatic.nl/wp-content/uploads/sites/142/2021/03/Nienke-Bloem-Logo1.pngNienke Flower2019-01-22 17:48:162024-09-30 14:56:19The Why and How of my Customer Experience study trip
The thing I hear often is that fellow Customer Experience Professionals work hard. They are focused on realizing their customer centric transformation, improving NPS and CES (or other customer metrics, but that is another blog post ?) and engaging the organization. You might also recognize that as you are working hard, it can make you feel alone.
Yes, you are the only person responsible for CX within your company (or together with your team). You are the expert and your non-CX colleagues expect you to inspire them when it comes to customers. So how do you stay inspired? You probably have your own "Go-To-Inspirational-Places" and in this blog I'll share mine: 25 suggestions to find CX inspirations, stories, news, facts and figures.
CX People to follow on Twitter
I decided to copy their Twitter biographies. Nice and to the point.
Colin Shaw: Customer Experience Thought Leader | Recognized by LinkedIn as World's Top Business Influencer | CEO, Beyond Philosophy CX Consultancy | Author | Podcast Host
Rik Vera: International Keynote Speaker. Agitator. Connector. Experimenter. Networkifier (if it wasn't a word, it is now). Writer.
CX on Youtube, I promise you this will be growing the next years
ShepTV by Shep Hyken. You are welcomed by the Cab Story. A classic when it comes to customer experience. He is the big name in the USA when it comes to customer experience and customer service.
Steven van Belleghem. My Belgian inspirator when it comes to customers the day after tomorrow and the writer of the book When digital becomes human. The channel is about customer centricity in a digital world. Updates on the latest trends in digital marketing, customer service, social media (Facebook, Twitter, Instagram...), conversation management, robotics, etc.
BrandLove by Chantel Botha. I have not met her in person yet, but she is an inspiration on CX from South Africa. Love the videos on Journey Mapping, so start following her Youtube Channel
CX Podcasts
Rockstar CX by James Dodkins. For me a newcomer in CX, but he really rocks it! Has his own weekly Rockstar CX podcast and with all the big names when it comes to customer experience.
Online Marketing Made Easy. The podcast of Amy Porterfield which I listen to weekly. Not really CX, but all about Online Marketing. About how to use online tools, build lists, motivate yourself as an entrepreneur. An inspirational woman with a voice I love to listen to.
Forrester's what it means. For me Forrester is together with Temkin Group the place where I go for research information. And Forrester has a brilliant podcast, so start listening NOW. If you want to start anywhere, start with the episode of December20thwherethey talk on ROI and financial modeling. Very relevant topic!
CX Blogs
Experience Matters. The blog by Bruce Temkin and his colleagues. I love the combination of vision and facts. Go to this blog site and register for their newsletter to stay inspired. Many of their visuals are free to use (but always with a reference, of course!).
My Customer. Brilliant reads, much more often than once a week, on everything related to customers. Journeys, sales, loyalty. The WHOLE deal. Get a broader view and be inspired.
Take Their Breath Away. Where Chip Bell and John Patterson write on how customer service really makes the difference when it comes to customer experience. Read their post of December11thwherethey suggest you create a great service exit. Spot on.
CX Books with best practices
13. Ritz Carlton and the New Gold Standard by Joseph Michelli, 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company. It is a golden oldie, but still very relevant. Go read.
Delivering Happiness by Tony Hsieh. Yes this one is mentioned all the time, but if somehow you missed it. Please read it. And I am visiting Zappos in January, so I need to reread it myself.
The Starbucks Experience by Joseph Michelli, Five principles for turning ordinary into extraordinary and of course the Starbucks story.
CX Books you have to read
Would you do that to your mother by Jeanne Bliss introduces the Make Mom Proud standard. I love her writing, easy to understand situations and solutions. A very entertaining read.
Customer What? by Ian Golding. I could have mentioned him among the people to follow and twitter and the blogs, but I think his books needs to be mentioned here. Practical and a good guide when it comes to CX.
The subtle art of not giving a f#ck by Mark Manson. It has NOTHING to do with CX, but is has EVERYTHING to do with CX. How can you be a happier CX leader, a better person? How to not lose your energy on people or tasks that are not important for you. I laughed and got many Aha's.
CX Events to visit
International CX Awards. The second edition will be on November21st in Amsterdam. Register if you want to send in a case and compete against other CX professionals/teams/initiatives or join as a judge. It was a blast in 2018, so be warned for 2019 ?
CXPA Meetings. Brilliant peer sharing of CX professionals all over the world. Be welcome in Amsterdam, the next one is on January17th in Amsterdam and the European Insight Exchange will take place on March13th and14th in Dublin.
Customer Experience Event. The yearly event by N3wstrategy. The event is all Dutch and a brilliant day to be inspired and meet your local CX peers. This year on March21st in Rotterdam.
One CX Course I recommend
CX MasterclassThis two day masterclass is tha bomb! is what our participants say. Delivered in the Netherlands by Jaap Wilms and me (in English) and in Belgium (in Dutch) with Els Dhaeze. We prepare you for the CCXP exam and help you in becoming an even better CX leader. There are four dates in 2019 and the first option of March7thand8th has only a few spaces left.
People to follow or connect on Linkedin
(yes, all four are women I love to read from and work with)
Evelien van Damme and Karolien van der Ouderaa: these ladies are active, fun and experts when it comes to Customer Experience. Both senior consultants with Kirkman Company and taking the lead in Customer Experience transformations. Keep an eye on their cactuses.
Kathy van de Laar: as partner of EarlyBirdge she blogs and shares posts of colleagues to bridge the gap between you and your customer. She was the first CCXP in the Netherlands and a fabulous inspiration.
Babs Asselbergs: she writes shorts blogs on customer experience, opens your eyes and wants to give you a different perspective. She is co-founder of BlommaBerg and the Customer Expeirence Game and I think she is a consistent contributor on Linkedin.
So now you know how I stay inspired. Next to these sources, I also get a lot of inspiration in daily life. Where I let businesses surprise me with their brilliant and more often awful customer experiences as a customer. My oh my, how many lessons can be learned from that?
And.... this year I start with an inspirational BANG. I am traveling to the USA to follow a course at the Disney Institute and continue my American CX adventure with a tour at Zappos behind the scenes and two interviews with executives. I am so looking forward to broaden my horizon. To see with my own eyes how these two brilliant examples organize Customer Experience. So, I have two calls to action for you.
If you want to follow me and my CX escapades: make sure you get my weekly CX Greetz by Nienke Bloem. Just register here.
Share your source, of your own blog/vlog/profile. Where do you get your inspiration? Please share and add your source, so we can all learn and stay inspired to make customer experience work.
*****
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.
https://www.nienkebloem.nl/wp-content/uploads/sites/142/2020/11/25-ways-to-stay-inspired.jpeg400400Nienke Bloemhttps://cluster.swstatic.nl/wp-content/uploads/sites/142/2021/03/Nienke-Bloem-Logo1.pngNienke Flower2019-01-16 12:42:362024-09-30 14:57:0625 ways to stay inspired as a Customer Experience professional
It's been a while since I finished the HEAO (international marketing). I have lost much of what I was taught there. But what I still remember are the 4 P's of Kotler: Price, Place, Product and Promotion. They have been rammed in and I know them as the marketing mix.
While browsing on LinkedIn, my eyes were recently drawn to a message that started with the sentence: 'Right price!!' With two exclamation marks. This was not just a message, the writer wanted to reinforce it. The picture accompanying the message gave further colouring with the text: 'We are honest about the price'. This company gives the right price right away and they are honest about the price. Not surprising, right?!
The price. A P from the marketing mix. Most companies that distinguish themselves with this P go for a positioning as the cheapest. I remember learning how to calculate the price elasticity at the same HEAO. What price are consumers willing to pay and how do you optimize your turnover? What is the fair price? That's a good question. Is that the price you want to pay as a consumer? Or is that the price a product or service is worth? A very difficult discussion. When the new iPhone X came out, it had a – in my opinion – ridiculously high price. Until a connoisseur explained to me what this device can do. Surely it was worth it?
The message in question on LinkedIn came from a kitchen farmer. I still remember buying my kitchens well. The hassle of negotiating. That half the price was deducted in no time. "No, ma'am, we can't go any lower." That I would walk away and still lose another thirty percent. I never had a good feeling about that. Beautiful kitchens, but always that doubt. Had I paid the right price?
What I think is fair in the LinkedIn post is that everyone has to get used to 'Right the right price'. The staff, who were used to giving away a lot, now have room for a real conversation. But even the customer, who actually walked into the kitchen store 'with the knife between his teeth' to immediately negotiate about that too high price, can now calmly put his wishes on the table and enter into a conversation.
This particular kitchen company is heading in a good direction. In my view, this is distinctive in this industry, with the focus on the P for Price. Not as cheap, but as fair. Anyway, now that I'm looking for a new kitchen. I'm also curious what the fair price of such a kitchen is.
This blog was written for CustomerFirst and published on September 26, 2018
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.
That's not language for a lady, is it? No, that's right. Sorry in advance. But sometimes it slips my mind. Does the steam come out of my ears, when I'm looking for the answer on a website. If I get lost in the Frequently Asked Questions again.
FAQ is a widely accepted term in the world of customer experience. Now I understand that, because V.G.V. – as in Frequently Asked Questions – sounds a bit strange. It is also too similar to the TGV and let's face it, few customers experience their digital search on websites as that of a high-speed train. More of an old-fashioned bumble between tjilitjap on the heath and flapperdieflap by the sea.
So off I went. Travelling in the FAQ. Just a quick answer to a question I had: how I could convert my subscription. I didn't understand the information I was given. Also, I had the feeling that this answer was not about my question and problem. Of course, I searched further, clicked furiously and after a few minutes – yes, I'm impatient sometimes and I'm not the only customer – I decided to call. Maybe this was the shortcut I needed, because I couldn't figure it out on my own. It felt like an admission of weakness. Of course, I would have preferred to find the answer myself. The company also didn't want me to call. Not only did they try to hide their phone number (but I'm a master magician, HA!), the employee also made this clear on the phone. In no time she found the answer and she didn't understand why I hadn't gotten there myself while clicking. It could also have been done in the My environment, she told me.
If you lose me in your own FAQ, it's not my fault, is it? Too often I see that the flow is set up from an internal perspective. Or that there are words in it that I don't use as a customer. Or that I want something that is not allowed online. Like canceling a subscription. This is only possible during office hours and by phone. That FAQ remains a mystery to me. If I pronounce it the Dutch way, we also say EF, EE, KIOE. But then there should be dots in between, right? Which, by the way, few companies do. For me, it's just the FAQ. If you look at it phonetically, it looks suspiciously like F#CK. Unfortunately, I can't make anything else out of it.
This blog was written for CustomerFirst and published on 30 May 2018
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.
"Good morning ma'am, would you like to fly to the Netherlands with us?" A big smile on his face betrays that he is having fun. His female colleague behind him, looks with a straight face at a point somewhere 20 centimeters above my head and ignores my "Good morning this morning. As I look for my seat - 2F - I see a third flight attendant who is especially busy organizing luggage. Because as travelers, we have little knowledge of that, says her facial expression.
Before takeoff, we get the explanation of the safety procedure. Smiling, I see the happy jerk two rows in front of me. He performs his routine, with great energy and eye contact with the various passengers. From seat belts to life jackets, they can't get him out of his good mood today. Behind him, the flight purser is repeating her routine. She sighs, but this grumpy chestnut is clearly not in the mood.
We fly away and soon it is time for snacks and drinks. On this airline, you pay for your food and drinks and suddenly I realize that my wallet is in the luggage rack above my head. Still, I want a noodle soup (guilty pleasure, I admit). The happy jerk takes the order, says this is also one of his favorites, and instructs the grumpy chestnut to make a "noodle soup for the pretty lady on 2F. I then confess that my wallet is still above me. "No problem ma'am, that can happen to the best of us," he says enthusiastically. The gruff chestnut sighs audibly and turns to the kitchenette to make my noodle soup. My backpack comes out, he makes another joke that pink is also his favorite color and all the rows are laughing along meanwhile.
What fun this man has in his work, truly amazing. I'm sure this is the second flight of his working day and he got out of bed more than early. Just like the grumpy chestnut, by the way, who really doesn't feel like it by now. She has forgotten about the noodle soup, and when I ask for it she just barely snarls back.
Two months and four flights with other airlines later, I still remember that one flight, with the puffing purser and the contagious energy of the cheerful steward. That happy jerk who made everyone and therefore me feel good. Thank you and I hope to fly with you again soon.
This blog was written for CustomerFirst and published on March 28, 2018
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.
More and more, I come to the conclusion that this is the missing link in many businesses and a must have when it comes to customer experience. The need for clear promises to customers. To see if this is an issue in your company, please try to answer these questions:
How does your company or brand stand out in comparison with your competitors? What is really distinguishing your company when it comes to the offering to your customers?
What do you promise your customers when they do business with you? What can they really expect from the product?
What kind of service promises do you make to customers? What do you want your customers to experience in which channels?
To deliver great customer experiences, you have to begin with the end in mind
What do you want your customers to experience? Were you able to answer at least 2 of the questions above? No? Now it is time to pay attention. I like to use airlines and cruises as examples. Let's start with airlines.
Two complete opposites when it comes to flying. RyanAir and Emirates. When diving deeper into Ryanair, they have the brand promise "Low fares, made simple". Everything they do is translated from this branding principle. The blue and yellow returns everywhere, on their website, banners, even in their planes. As a customer, you know what to expect. The low cost airline in Europe.
When looking at Emirates, they have the brand promise "Comfort and attention to detail you can rely on whenever you travel." A whole different ball game from a branding perspective and you know what you can expect. Attention to detail, from the greeting in the plane, to the chauffeur service when you fly business class. They focus on a different customer, a different segment as does Ryanair.
Let's also look at the cruise examples
I have picked three. Carnival is the cruise company I traveled with in 2016. They promise you "Fun for all and all for fun". Knowing this, it makes it much easier to translate it into actions. Into moments in the customer journey where fun can be delivered. Also where there are possibilities for up and cross sell.
In the cruise business, there are more and another distinguishing brands. One of them is Disney Cruises. As soon as I write it down, you will know. This is all about Mickey and Minnie. As I have been browsing the web, it is still not crystal clear what their brand promise is, but it all comes down to "Creating happiness through magical experiences".Focusing on families, on entertaining people who love the character experience.
Taking it down a different road is the Monsters of Rock cruise. Yes, a cruise that travels only once a year, fully booked with hard rock fans. No family vacation, but a real niche in the cruising industry. Customers that love hard rock and heavy partying are taking this cruise. So a clear branding, which also easily translates in entertainment, food and beverages. Take a look at their website and browse the FAQ. Their brand identity, has been translated in the way the questions are asked. As would their customers. I love question #9. Not "What kind of food is on board?". No, it is all aligned with their Hard Rock image "Am I going to starve on board?".
The key in all these examples, is that it's about choosing. Who are we to our customers?
Brand promise, customer promises; what is the difference?
Some companies have a brand promise, like Carnival Cruises. Another example I like is KLM. They don't have a brand promise, but they have customer promises. When looking on their website, you'll find WHY to fly with KLM. They promise: 1. Direct flights around the globe, 2. Favorable flight schedules, 3. No charge, 4. Weather in your way? We got your back, 5. 24 hours to cancel, 6. Fly more, benefit more.
See the photo for a clip of the website. Where I especially like the promise "Typo? No charge". It's a very specific promise, where they explain, "Booked flights on klm.com and discovered a spelling mistake in the name on your ticket? We don't charge you for being human. Just contact us via social media to correct your name. Please make sure to have it corrected at least 24 hours before check-in of your first flight starts."
What I like about this customer promise, is that it addresses a fear that customers have. It reassures customers and takes care of them.
Now it comes back to you. What kind of promises do you make to your customers, or do you want to make to your customers? A promise on the highest level: a brand promise? Or rather customer promises that focus on elements in the customer journey?
What are crucial elements when it comes to choosing brand and/or customer promises?
There's no easy answer here. But let's try. When reading the blog of Bruce Jones (Disney Institute), I am attracted to the four elements he claims a brand promise must have from a customers perspective. The four things customers are looking for in a brand promise to be:
Important - Customers have expectations regarding the fair exchange of value. In exchange for their money and time, they rightfully expect something meaningful in return. The brand promise must convey what matters most to your customers.
Credible - Customers must believe that what you're promising is possible and deliverable. It has never been good policy to "over-promise" and "under-deliver."
Exclusive - No organization can be successful at trying to be everything for everybody. Find your niche, and carve out a unique space to "own" in the mind of your customer.
Differentiating - The brand promise must truly set you apart from your competitors and be based on legitimate differentiators.
I am curious. Do you dare to set yourself and your business apart from other businesses and stand out with an Important, Credible, Exclusive and Differentiating brand promise? Please let me know where you struggle in your company to stand out with your brand promise and maybe I can help you out. Let's help each other in creating these Great Customer Experiences.
*****
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.
https://www.nienkebloem.nl/wp-content/uploads/sites/142/2020/11/The-4-elements-of-a-brilliant-brand-promise.jpeg400400Nienke Bloemhttps://cluster.swstatic.nl/wp-content/uploads/sites/142/2021/03/Nienke-Bloem-Logo1.pngNienke Bloem2018-04-12 13:20:412024-06-07 13:41:15The 4 elements of a brand promise
