I love this quote from Mark Van Wagenen, Director of Global Customer Experience at Hertz. My friend and client Lori introduced it to me, and it perfectly encapsulates one of the problems we have in customer experience: Are you trying to make your customers love you more or to hate you less?
It’s not a simple question, and you’re certainly trying to do some of each. But how you focus on improving things for detractors is different from building customers who love you.
I hear this confusion quite often in health care. Health care has amazing stories about saving peoples’ lives, and they don’t understand why that’s not sufficient to get their patients to love them. But it’s really hard to love an organization that gives you five redundant forms, and make you wait for a half-hour past your appointment. People won’t love you until they stop hating you.
You need to make it easy on customers to stop the bleeding. That’s the impetus behind the customer effort score. It truly matters to preventing customers from leaving you. But it’s not how you make them love you. That’s where the kindness, the listening, and the empathy kick in. You need both. But each serves a different role.
When I’m trying to explain something complex, I often find a pizza metaphor helps. Read more