I speak to a lot of people during the course of a normal week. That’s partly down to the kind of work that I do, but it’s also because I’m curious. I like to understand why people do what they do. What drives them to get out of bed in the morning? I’m fascinated by people and how we behave.
I recently joined Snapchat. It’s been interesting using it to tell video stories of my life, and fascinating getting to know others on a much deeper level through their stories. That’s led to some really interesting conversations about customer experiences.
What’s become clear to me is that thinking deeply about customer experiences isn’t for everyone.
5 reasons why you shouldn’t bother with customer experience
- You don’t see your customers as valuable assets for your organisation. Some people just don’t. If that’s your attitude, then you’re never going to invest in creating great experiences. You’re quite happy for customers to come and go. If they go elsewhere it’s no big deal. We all know businesses like that. Do you ever go back? Nope.
- It’s all about winning new business. Why should you bother once they’ve bought from you? You love the chase! Winning new business is what gives you the buzz. You spend a tonne of money on advertising and marketing, then use your finely-honed sales skills to win the business. Whether it’s what your customer really needs or not. That doesn’t matter a damn. You got the sale! If that’s you, then yeah, customer experience isn’t for you.
- You sell online, you never actually meet your customers. Your business is transactional. Your market is crowded with lots of people selling the same products or services. The only way to make any profit is to keep your costs as low as possible. Spending money on designing a good user experience that will help you stand out isn’t worth it. Fair enough.
- You’re the only show in town. Yours is the only store selling XYZ product, or you’ve got the monopoly in your region. People have no choice other than to buy from you. If they want the product or service then they’re going to have to buy it from you. So why spend any more money than you have to? It’s not like a competitor is going to open up, is it? Which is just the kind of thinking that got Kodak….. Oh, hang on, they’re not in business any more, are they?
- You’ve always done it this way and you’ve never had any problems. Yours is an ‘old-fashioned’ industry. It doesn’t move fast and you know what’s best for your customers. They don’t complain, so why do you need to change? You’ve always done it this way and look how successful you’ve been. I refer you back to Kodak in number 4 above……
I could give you a dozen more reasons that people have given me for not investing in customer experience. All of them along the same lines as those above.
The thing is, some people will just not get it, and that’s fine. However, they need to be looking over their shoulders, because many organisations are now realising the benefits that customer experience programmes can bring.
Even the much maligned UK government are investing in designing a better user experience. They’ve still got a way to go, but the important thing is that they’ve started.
The real winners, of course, are the customers themselves. Happier customers tell more people and return time and time again to buy from you. That’s powerful, and most likely very profitable for your business too. After all, it costs far more to win new business than it does to look after the business that you already have.
It’s also much more enjoyable to deliver good experiences. Your own team will be happier too, and it’s a much more pleasant world when we behave like that.
And that has to be a good thing, right?