100% Customer Experience

100% Customer Experience or Customer Experience 100%?

Today, I would like to share a real life situation with you experienced by my brother. I am sure that more than a few of you will identify with this method, in which businesses tend to have a very unclear, confusing manner of interacting with us.

Last Christmas my brother bought himself a cashmere scarf and was happy in the knowledge that he was now the owner of a high-quality piece of clothing. Unfortunately, after using it only a handful of times, bobbles began to appear on it and, as you can imagine, he was not happy. He got in contact with the scarf brand and was surprised to be told that 100% cashmere is not the same as cashmere 100%!

To try and obtain a better grasp of what they meant, he searched for an explanation online and found that “100% cashmere is not the same as cashmere 100%”. For those of us who are not experts, here is a brief explanation: The former implies that the material is completely cashmere, with no mixture of other materials and the latter implies that the cashmere used in the garment is pure, but the garment may have been made using other materials. Unlike in mathematics, in this particular case the sequence of factors does alter the overall result. In my opinion this is a sneaky strategy, and perhaps even a scam for those of us who are not clued up in the matter, or those who are in a hurry. In these cases, the price will usually be the best indicator to help understand this “quasi-philosophical

 Are companies really 100% Customer Experience?

The situation reminded of those companies that claim to be all about Customer Experience: are they 100% Customer Experience or Customer Experience 100%? What a great debate! And a controversial one at that.

A lot of companies implement Customer Experience Projects to meet management goals or to keep up with the dynamics of the market. However, does this really mean that they are companies which prioritize their customers, or which go about their day-to-day business with the customer in mind?

If we apply these criteria, the large majority of companies would probably be Customer Experience 100%. I believe that in today’s market the clearest example of 100% Customer Experience is among start-ups, who from the get-go focus on what really matters to their customers and instead of just aiming to satisfy them, they want to trigger a memorable sentiment from within. What do you think?

Article written by Miguel Sanz for Buljan and Partners Consulting

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This post is also available in: Spanish

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