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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

All hail The Guest Experience

Consumed => “Understanding Customer Experience” by Adam Richardson on HBR.org.

http://blogs.hbr.org/cs/2010/10/understanding_customer_experie.html

Left a comment…

Thanks Adam. Good stuff. Please allow me to play the contrarian and try to open up the “debate’ a bit:

=> “Customer Experience” is 20th century. On the other hand, “The Guest Experience” is not only more contemporary but it is far more accurate. Simply put, not everyone is a customer, nor do they wish to be treated like one. Guest however is more universal and more appropriate. If you look at your best in class brands are they treating people like customers or Guests?

=> While Apple might have cult status in many regards their customer service it reputed to be awful. The one example that comes to mind was the denial of the melting notebooks, which they later did admit it. Great design? Yes. But let’s be honest, Jobs’ arrogance trickles down. I’m disappointed they are being spun as top shelf with regards to the subject matter.

=> The reason why the customer experience is so hard for companies define is that companies don’t define it – The Guests do. With that said, the key for companies are empathy, listening and following the lead set by Guests. The old “we’ll just spin it” and “we’ll tell them what they’re supposed to think about us” is dead. Can Guests be influenced? Certainly. But typically that happens with action and not just words. Again, note how your best brands walk their talk. Making a promise is easy. Keeping it, well that’s another story.

=> While a minor point, I would bet that in majority of cases the “experience” with Zip car begins when a Guest sees one driving past or parked, and maybe even speaks to the driver. The relationship has probably started before there’s a visit to the website.

Thanks again. I’m looking forward to the rest of the series. I’m interested in seeing if you embody any of the principles of The Guest Experience.

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