Tag Archive of: customer communication

20 Good Customer Intentions for 2020

Ok, it's the end of January when you're reading this column. Only I'm writing it now that we've just started the year. And traditionally, we collectively think about our New Year's resolutions.

I wouldn't be a CX expert if I didn't link those resolutions to customers. That's why I'm giving you a nice overview of 20 New Year's resolutions. Hopefully, they are already completely normal in your organization. Let's check that out.

  1. We don't use small print, which we can't really explain.
  2. We do not do no-reply e-mail addresses. Because it's strange that we, as an organization, are allowed to talk to a customer, but that they are not allowed to say anything back.
  3. Our surveys are short and sweet and look cool.
  4. If a customer fills out a survey, we also do something with it. We improve our services and provide feedback on what we have done.
  5. We respond to reviews that the customer leaves.
  6. We like the customer and they experience that in all our customer contact.
  7. If we promise to call a customer back, we will.
  8. Of course, the customer never has to repeat his or her story, we use our CRM system in such a way that all colleagues know what has been discussed.
  9. If our customer can't figure it out digitally, we offer an alternative.
  10. We thank the customer because he has been a customer for many years. If new customers get a nice offer, then of course our valued customers will get that offer too.
  11. We do not hide our phone number on our website.
  12. Our management regularly participates at the 'front end', so that they too can enjoy our customers.
  13. We might send our customers a card this year. With their birthday, or just because we like it.
  14. With us, a customer is never on hold for long, not even if we are the Tax and Customs Administration.
  15. We don't use annoying hold music.
  16. If something goes wrong, we sincerely say 'sorry' and solve it.
  17. We never blame another organization when something goes wrong, but take control ourselves.
  18. Our letters are written in understandable language.
  19. We never ask for nines and tens for our services, but are genuinely curious about every customer experience.
  20. Of course, our contact centre is also open in the evenings and/or weekends, if our customer needs it.

Are there any items in this list that you don't already do for customers? Then decide to do things differently from today. Let's get started. Happy 2020!

 

This blog was written for CustomerFirst and published on January 29, 2020

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The faucet leaks

There I had another one. Such a confirmation letter from a service I purchased. In corporate terminology, I would call this a process letter – one of those letters that the system poops out on its own, because a customer has ordered, changed or cancelled something.

Of course, it is important that these letters come out automatically. Because it is no longer quite of today, that there is a room full of typists. Who type these kinds of letters on a custom basis, based on every customer thing that comes along. But why are these system letters not so contemporary? So distant? And why do they use references, which I can't access with my hat? Who came up with it? K-532-Zleven. Or 54352-trxxx. It probably has to do with my customer number, address or date of birth. Or is it a similarly complicated and ingenious system as the license plates of cars? Someone came up with a series, it ran out and so a new series was introduced. Kind of.

But I digress. I myself have been responsible for customer communication. I know how difficult it is to change these process letters. It's just a huge job. It's the kind of job that no one really wants to burn their fingers on. Because there's quite a lot involved. It starts with the question: do we use 'you' or 'you' and ends with 'which letter is sent when' and 'where does a possible answer go'? And what words should you use? Words that the customer must be able to understand. B1, Jip and Janneke. Ah, ah, choices, choices...

Really, no one is eager to do this job in terms of customer communication. And yet... If the tap leaks, you have to fix it (or have it made) and then mop. That is what I want to make my point about. About that mopping. This works best when the crane has been repaired. Otherwise, it's going to be such a mess. So that from today on, only letters and e-mails will go out that deliver the right message to the right recipient, in the right language and at the right time. And then? Then it's time to start mopping up: you're going to tackle process communication. That mega project. Just take two years to do that. Minimal, I would say.

The worst part is that you don't get many honorable mentions for this. Because as soon as you're done, the first letter is already outdated. Or does the company have a new name? Or a new tone-of-voice. Or a new logo. Or a new director. Because, well, all those letters have to have the right signature... It would make you despondent.

 

This blog was written for CustomerFirst and published on November 13, 2019.

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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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Putting the customer first belongs to all of us

What do you think? A yes or a no? I'm curious. But before I spread my opinion, I'll take you through an experiment.

Set. You wake up and be happy. You jump out of bed fresh and fruity. Because you're looking forward to it. You get to work full of passion. You walk into the kitchen of the McDonalds, greet your colleagues and start (after washing your hands; of course!) with an order for a BigMac. What are you doing?

  1. You've done this so many times that you don't have to look at the picture of this hamburger anymore. But you know exactly what the build-up is like. Bun, sauce, lettuce, tomato, pickle, two burgers, a slice of cheese and more sauce (for the real connoisseurs, I hope I got it right). So you build the hamburger as it should be, put it in the box and hopsa; ready to be eaten.

Or

  1. Today you're going out of the box. You've heard something from your manager about autonomy and you're going to make this burger even tastier. A little more sauce, a little less meat. Because yes, that's not good for the environment. Maybe three slices of tomato is a good idea. Just put your passion into it and Klara is ready. Hamburger in the box and hopsa; ready to be eaten.

What do you do: 1 or 2? I hope scenario 1, because that's exactly what the customer expects. Hopefully, the hamburger will be handed over to the customer with a big smile and it will also be in order in terms of customer service.

Because that's what the customer is all about. About the customer expecting and receiving a product or service in a certain degree of consistency. That requires frameworks. What are the requirements for consistency for your company? Is this a certain speed, quality, tone-of-voice, or structure of the burger? Yes, of course you can give just that little bit more, in terms of service or a little extra. But the basis is that hamburger, that product.

So, no. Putting the customer first does not belong to all of us. The customer's foundation is the responsibility of those people who design the foundation. That could be the customer experience team. Or, for example, marketing, or the customer contact center. They set up frameworks that you can and want to adhere to. And if you know how to give that little bit extra as an employee... That smile. That service. That brilliant BigMac. That real customer contact. Then you've made it. And the customer is central. You can be very proud of that.

 

This blog was written for CustomerFirst and published on October 16, 2019

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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 Definition of Customer Experience

Customer Experience: you read and hear a lot about it. But what is it exactly? What is the definition? The definition of Customer Experience that I always use is:

The perception a customer has of all interactions with you as a company throughout the customer journey, across all customer channels.

I would like to explain this to you in more detail. Imagine, we're talking about your business. And the organization you work for is a hotel. But it could just as easily be an insurance company, a car dealership, or even a large B-to-B company. The type of business is not important: the customer experience and its basics remain the same. Let's take a look. For now, we'll focus on the hotel example and step into the customer's shoes.

Perception

In this example, I'm a customer, so I'm looking for a hotel. I want to book a room. So what I'm doing is checking out your website, maybe I'm reading some reviews on independent websites, or I might have received an email from your reservations department with answers to some questions I've sent out earlier. All my experiences together form my perception. And perception is important when it comes to customer experience: everything is perception. Customer Experience is not what you think as a company or how you would like to come across to your customers. No, it's about what the customer really thinks and experiences.

All Interactions

The second word that is really important in the definition of Customer Experience is interactions. All interactionsto be a bit more precise. And by all interactions, I mean – in our hotel case – all the interactions that this customer has during the booking process (website, reviews and an email). But maybe later – after the booking has been made – this customer will come into your hotel. She or he (but for now we'll make her a she) is greeted by the receptionist, or maybe she's talking to the lifeguard by the pool. Her experience is defined by all interactions in the entire customer journey and in all channels, both online and offline. That's what Customer Experience is all about.

All Channels

This may sound pretty simple, but it takes a lot of effort and dedication to be consistent across all interactions and channels. If you have a great website, but your reviews aren't: then you've got a problem. If the receptionist is really courteous and hospitable, but the lifeguard at the pool behaves like a jerk: then you have another problem. Can you easily book through your website, but are you sent from pillar to post when booking by phone? From a customer point of view, this is an unmitigated disaster.

Your entire organization needs to be consistent in its approach to customers, across all interactions and across all channels. Of course, you can also consistently perform poorly, but every organization wants to keep its promise. Or even better: wants to deliver something extra to become and stay top-of-mind with customers; wants to stand out from the competition.

Customer Experience is all about the customer. About his or her perception of interaction with you as an organization. I recorded this video where I use LEGO to easily show what Customer Experience is.

 

Would you like to know more about Customer Experience? My mission is to make the world a better place for customers. You can subscribe to my YouTube channel where I regularly upload informative and interesting videos about Customer Experience. Plus: you can sign up for my monthly CX Greetz where I provide inspiration and interesting facts on how to create these valuable customer experiences. Help me with my mission: 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. 

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Gaming for a higher NPS

The lady on the phone from the power company closes the call; "Madam, you will receive an email with a questionnaire later. It also asks you to give a grade. This is for my personal review. What grade do you give me? Between 0 and 10?" I'm slightly bewildered, stammer 'a nine'. She doesn't ask any further questions about why this figure is made and we hang up. (this is not exactly what has been said, but certainly the gist)

Is this new? That the call center agent first asks for the grade? For me it was clearly the first time and I really don't understand it. From a CX point of view, I refer to these as weird practices.

Looking back, I recognize three instances of Gaming, which I have given my own name. (Gaming is influencing scores (NPS, CSAT, CES, and so on))

  1. The effect of asking for the grade and that this is important for her personal assessment. That's what we call bribery.
  2. The effect that I am surprised by this question and its personal does not waste so on the phone. So give a relatively high grade, while the conversation really wasn't worth it. We call this the effect of social desirability.
  3. Telling them first that I'm getting a survey and then asking me personally. We call this 'framing', with the effect that I fill out the survey. And so they get a higher response rate

What is most striking for me is that half a day after the interview, I have not yet received a survey.

I also wonder why I need to get another survey. Don't they have speech analytics that allow them to extract the number from the conversation? And what is of course even more striking is that the employee asks for the grade, but is not allowed to enter it into the system herself. Which, by the way, often also causes Gaming, because what is nicer than giving yourself a higher grade. Especially if it's accidentally low for once?

Of course, the most important thing when asking for customer feedback is curiosity about what I have experienced as a customer. Not the outcome in a number. That's where things go wrong. Sigh. Deep sigh.

Now I'm curious. What forms of Gaming have you experienced in recent weeks? Who weren't about curiosity at all, but purely about getting the highest possible grade?

 

** Sign up for her 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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The good, the bad and the ugly

When I hear the title of this movie, what comes to my mind, is Clint Eastwood on a horse and the great title song with the whistle in it. A real spaghetti western which was taped long before I was even born. But I love the movie, the plot and of course the title. It is the silly season in the Netherlands. Summer holidays, and there is not much news going on, and the good thing is that many people enjoy some well-deserved time off. To recharge, to enjoy quality time with their family and to enjoy themselves basically. I hope you too or maybe you have already returned back to the office. This holiday I decided to rethink my customer experiences in the past. When looking back, what are the THREE customer experiences that I really remember, that stand out? Whether they were good, bad or ugly.

We have so many customer experiences. Actually, we have them every day. Same goes for me. Working on my laptop, browsing the web, doing groceries, having lunch at a restaurant, calling my provider, booking a ticket, I could go on and on and on. But what are the ones that really stand out, positive or negative?! In this blog my summary of the top 3 Good, Bad and Ugly since the moment I became an entrepreneur (January first, 2015) and the emotions that go with it. And I must be honest, I am not the one that is too fond on sharing the bad and ugly ones, because of the great impact I might have with my exposure. But let's be honest, it is my duty as a customer experience pro and speaker to tell it as it is. So here they are.

The Good

Still my very best customer experience is my flight to Adelaide with Emirates. Of course, I relive it a lot, because I share the magic in my keynote 'Great customer experiences don't happen by accident'. But everything about it was perfect. I loved the digital information on the website, the ease of booking, the pre-flight information, the picking up by a limo to bring me to the airport, the stop over and the lounge in Dubai, the upgrade to first class, the service on the plane, the photo they made with a polaroid, the coming home, the survey I filled out and... the way they reacted on the survey. They reacted on the survey. Yes, that is what I am writing. One of the few companies that reacted on a survey I filled out. What a brilliant Customer Experience. I still remember the names of two flight attendants. Miriam and Gigi. That is what happens when customer experiences are great. I loved everything about this experience, it inspired me and it sparked joy. A lot of joy. If you want to read more, see some pictures, read my blog I wrote on it.

The Bad

This was a difficult one to pick, because I had so many bad experiences. But for the worst of them all, we have to go back three years, when I ordered a book through Amazon. That was not the issue, but the issue was that I needed it fast. So, I chose for express delivery and I would receive it in two days. I received a text message indicating at what time the package would arrive. Of course, I waited at home. You probably guess what happened. No package. So, I called and they couldn't trace the package. From that moment I entered Purgatory, the place close to hell. Yes, that rimes to DHL, which is the company I am talking about. They promised to deliver the book three times, never came at the moment they promised, their social service on Twitter was messy, to say the least. They even explained to me their whole process in direct messages (like I care, just deliver the book) and after four days the package arrived. I had spent over three hours on the phone, no chat, but Twitter, and the crazy thing was, once I finally had the book, I still received texts to tell me when the book would be delivered. I still fume when I think about it, kind of shocked. I have learned their internal processes, their internal business lines and many people that hide behind all of the above. Brrr. The book I ordered was good though: "Must win battles" by J. Killing, Thomas Malnight and Tracey Key.

The Ugly

Well, this is where it gets really messy. The first time in my life that I had to go to court when it comes to my own customer experience. I watch customer rights programs always with an ambiguous feeling. First of all, a feisty powerful feeling that I admire the consumers that bring their issues to these programs. But secondly a nauseous feeling, one of disgust that businesses don't help their customers and that these customers have to bring it to a tv studio to get what is rightfully theirs. I just can't understand businesses, that won't help customers. PERIOD. But they do exist. Listen to my story and NO, I didn't go on national tv with it.  In 2015 I bought a car at Avi Automakelaardij, and I loved the car in an instant. But after a month I had the first issues and my local car mechanic found out that the mileage had been reversed. I contacted the car broker I bought the car from, right away. Because in Dutch law it is the obligation of the car trader to check the mileage and as a consumer, I could annul the sale, which I did. He didn't want to help me in any way. My car got more failures, even had a motor issue in the end (no driving any more). Still the car dealer didn't help out. So, I had to get to court to get my right. It was an awful phase in my life (what was I doing in court?!) and I still cannot believe the business owner went as far as to court, instead of helping me out. Yes, he lost the case, had to pay all costs. But no sorry, no excuse. Thinking back of it, I still feel sadness, anger and most of all the frustration of the process.

What is incredible and good to bear in mind? That is that both the Bad and the Ugly happened in 2016. THREE years ago. I even wrote about them in a blog. As I have written them down now, they are what comes to mind. They are the memory of the customer experience. It is not at all factual, but colored with emotions. Like what happens in CX. What feels good, can feel even better after months or years. And what felt awful, bad or ugly, could still feel frustrating now. While writing this, I went to have a look at Plutchik's wheel of emotion. I learned about this for the first time in the course Learn-to-Customer-Journey-Map-in-One-Day by Conexperience and I have used it a lot since. Because it helps to color in emotions even more. In this wheel, you find many emotions. Not just the happy or sad ones, but all their varieties. Good to use while journey mapping, but also for the next step in this blog.

What I would like you to do is think of your Good, Bad and Ugly customer experiences and find the two emotions per experience. For the wheel, click here. Take ten minutes, write down the Good, Bad and Ugly, as well as your emotions. This is good for you and your own business. What kind of emotions did you experience? Do you know that you might be giving these experiences to your customers and the emotions that come with them? And most important, how did you deal with your emotions? Know your customers have to deal with their emotions too and might lash out on contact center agents or store employees. A good exercise of emotions to walk in your own shoes as a customer and to get out of the traditional business context. Of course, feel free to share your stories and experiences with me in the comments. Let's learn and grow together. And for now, I am whistling the soundtrack of the Good, the Bad and they Ugly for you. Happy and hopeful greetz from the Netherlands.

 

** Subscribe to her 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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It is possible

My new sofa would be delivered. More than seven weeks later than planned. There was something about fabrics (or the lack thereof), delivery issues and hassle in the factory in Italy. The communication was not entirely neat, but there was good news. The bank was in the Netherlands and was with the transport company.

I got a call from a friendly lady, who asked when it was convenient to deliver the sofa. Now, on the day that the delivery men would be in Utrecht, I already had a lunch appointment. So yes, they could come between 11:30 and 12:00, but I really had to leave at 12:30. She kindly told me: "I make sure that the men are on time. I promise you that." Hmmm, very clear language. But still: would this go well? I would receive an e-mail one day in advance, with the confirmation and the time of delivery time. "And if you get that email, don't worry. Because it will be mentioned that we deliver between 11 am and 12 noon. For you, that means we will be there around 11.30 am. Really, I promise you just one more time."

Naturally. Not entirely reassured, I had meanwhile told my lunch date that I would probably be a little late. Because of course, you never know with traffic, delivery drivers and appointments. The e-mail arrived in my mailbox with exactly the sentence about the times in it, as the nice lady had announced. They also gave me a tip in the same e-mail: if I wanted to pay by card, I had to check what my daily limit was, because that's where things sometimes went wrong. The suggestion was to contact my bank about this, as this was easy to adjust. Ha! That's thinking along with me as a customer. Because I had no idea what my daily limit was. I logged into my bank and within a poo and a sigh, my daily limit was suitable for the transaction tomorrow.

Friday morning, 11:00 a.m. The phone rings. A 06 number unknown to me. A bad premonition creeps up on me. Would they be too late? "Hello ma'am, here's your delivery man. We are now driving away from Woerden. And so we are in Utrecht in plenty of time, so that you can go to your lunch appointment at 12.30 pm."

Speechless. With a big smile. Not only had the planning lady put my wishes in the system, the delivery people had also read it and taken it into account. Chapeau TS Furniture Transport. The delivery drivers also turned out to be perfect mechanics. The couch is standing, they took all the packing stuff and I was on time for my lunch. So it is possible!

 

This blog was written for CustomerFirst and published on June 5, 2019

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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Coolblue-weary

"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

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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Reality check for marketers

... 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.

 

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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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George Michael

The waiter of the restaurant puts down the plate of sushi and gives me his big smile again. "What's your favorite George Michael song?" I ask him. He doesn't have to think long about it. And he replies that he is secretly a bigger fan of Engelbert Humperdinck. But that George Michael is his mother's favorite and that's why he put this artist on his nameplate.

At the All Inclusive HardRock hotel in Mexico, where I'm staying for a cool speaking assignment, all the staff wears a name tag. Something I also saw last year in Disney in the hotel, where colleagues had their passion next to their name. Which ranged from Russian, to dogs, to jazz music.  In this hotel in Mexico, under the name of the staff member, it says the favorite artist. This fits perfectly with the theme of the hotel and it opens the door for a chat in a very accessible way.

Orlyss, that's the waiter's name, chatters happily about Engelbert Humperdinck, his mother and the link to George Michael. If I'm being honest, I don't know any music by his great hero Engelbert and I honestly admit that. He quickly switches gears, because you can't embarrass the guest, and asks for my favorite music. It's a good thing I don't work at this hotel, because I'm not a fan of any one artist or band. I think again, he points out to me with a wink that I look a bit angry when I think and he bursts out laughing again. "Bruce Springsteen" I say quickly.

What a gift this waiter is. Of course, he's in a good mood, knows exactly how to serve, and knows the menu by heart. He's a Pro, but his employer has made it easy for him to make that connection. Because of that nameplate with his favorite artist. It makes it so easy for me to have that chat, connect and have an even more fun stay. Now that I think about it, I don't know if I would have started a conversation otherwise. Just after my sushi, would have said thank you and given him a small tip.

But not tonight. Orlyss gets a big tip. The tip I give you and all companies in the Netherlands: make it easy for your staff with that nameplate and put the 'something' underneath. Favorite animal in the pet store, beauty vlogger in perfumery or favorite car at the dealership. It's a real conversation starter. It works at Disney, HardRock and probably for you too!

 

This blog was written for CustomerFirst and published on November 28, 2018

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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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