Posts

Building a customer room at Prudential – an interview with Jason Kapel

A customer room is a fantastic way to communicate just what it’s like to be your customer. Jason Kapel of Prudential discussed their customer room at a CXPA meeting, and I asked him to share his experience with our readers.

How did you come up with the idea of a customer room?

I wanted to get people engaged with the idea of CX—not just hand them another article, or give yet another PowerPoint presentation. I wanted to get people really engaged in the idea. So after reading about a health insurer’s customer room, we built a room of our own and took it to Prudential’s primary employee locations as part of a CX roadshow.

And what is a customer room, exactly?

A customer room is exactly what it sounds like: a room full of information about customers that employees and other visitors can experience in a unique and interactive way. Simple to understand—but complex in how it helps people understand the purpose and usefulness of CX. Read more

Eight Ways to Build Customer Empathy

workplace-1245776_640Customer empathy is absolutely critical to a company-focused culture. Without empathy, employees focus on their own problems, rather than your customers’. They build overly-complex products based on what they want to buy, rather than starting with customer needs. And they certainly don’t understand the emotional context of your customers.

Both Forrester and the Temkin Group have begun focusing much more on the emotional elements of an experience, which is spot-on. Emotions are the greatest driver of loyalty – and of disloyalty.  And you can’t solve them without empathy.

Eight ways to help build empathy in your company Read more

Three Steps to Start Your Customer Experience Program

Thumbs UpI’ve worked with a number of companies with great customer experiences, including several I have featured in this blog, ranging from retailers to healthcare companies to manufacturers. During this time I have noticed themes about how companies effectively use their brand values, strategies and missions to create a great customer experience.

Their structures vary and their approaches differ.  But successful customer experience capabilities follow three steps to success. They excel at Customer Intelligence, use this to inform their Customer-Based Capabilities, and sustain all this through a Customer-Focused Culture. Read more