Walden shows why most customer experience management fails to improve the customer's real experience and how to concentrate on the subjective emotional perceptions that drive the customer's actual “experience” rather than the quantitative service efficiency metrics gathered by most CX tools.
Customer experience management is not about managing every objective “experience” your customers have with you. It's about understanding, measuring and creating “experiences” that customers “value”.
So while service and efficiency are wonderful things, they represent "business as usual"; the ticket to the game, the platform from which “experiences” are created not the experience itself!
The message of this book is that businesses are at risk! Their uber focus on efficiency is leading them to miss the chance to connect more closely with their customer base and deliver on the creative potential of their brand. They ignore the fact that technology is an enabler of the “experience” it is not “the experience”. Customers are not data – they are people: living, breathing, contradictory, infuriating bundles of cognitive and emotionally-driven responses to stimuli.
“Experience” deals with how customers think, feel and behave – the things that motivate them to act which go beyond frequently forgettable efficiency. This means differentiating by providing new and better experiences based on a deeper understanding of what motivates customers to buy. To do that we must leave the objective, quantitative, world of quality management and enter the subjective, qualitative, world of customer's psychology.
Walden reboots our understanding of customer experience, showing us what it means, how to measure it, what we need to do to manage it and how we can gain financially from it.
Understand, measure, create and do – but first of all, understand.
Steven Walden is Director of Customer Experience at Ericsson. Prior to this he spent over eight years as Head of Consulting and Research at boutique customer experience research and consultancy firm Beyond Philosophy. In both roles he successfully set up research and insights practices.
In Ericsson, he designed and managed their Experience Management Centre (EMC) and CEM Partnership programmes while agency side, his insights techniques and strategic approaches have been used by many FTSE and Fortune 500 firms in their customer experience programmes.
In addition, these techniques have won the UK CEM Awards 2013 (insights category “love the customer”) and been cited as best practice by analyst houses such as Forrester. A particular specialism of his is the use of emotion and behavioural psychology in mapping and measuring experience.
This has led him to his involvement with leading behavioural psychology and emotion design firm Innovation Bubble and setting up the blog All About Experience to promote the insights of leading outside-in experience practitioners.
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