You may have heard word on the street that Client Experience (CX) is the new industry fad and that if you don’t embrace it, your business is setting itself up for failure. This is a controversial opinion among critics however, only one part of this is true and I can say with confidence, CX is far from a fad!
CX has been around for decades however, it has commonly been mistaken for customer service and pumping valuable dollars into the latest and greatest technology. Although these are contributors to CX, it’s just the tip of the iceberg. The expectations from our clients to deliver on CX is growing day by day.
CXPA refers to Client Experience as “the perception that customers have of an organisation – one that is formed based on interactions across all touchpoints, people and technology over time”.
I interpret this as an emotional connection you form with a business based on your experiences with them on all levels. It’s that heart-fluttering nostalgia you get when Mr Whippy drives by playing music, in the middle of summer – Doesn’t that take you back to some fun memories? And Mr Whippy generally drove a beat-up old van and his ice cream machine was probably older than your parents, but the experiences and memories that it gave you evoke a fuzzy feeling every time.
The first question to ask yourself is this: How do our clients perceive our business?
Many of us have been guilty of drawing off assumptions however, the key to CX is facing the hard facts of what clients really do perceive or feel when they think of your business. The biggest mistake business owners make is assuming their business is perceived a certain way and implementing changes based on this. This is self-sabotage!
Hearing and seeing hard facts or data on this matter can be a hard pill to swallow for some but if you have a genuine understanding of your client’s perception, you’re already on the path to CX success and can start implementing meaningful change.
I could go on about CX for hours and hours and don’t worry, I will! But before I flood you with what I have learnt about the six competencies of Client Experience (and work to convert you into a CX superstar!), I’d like you to think about the following points:
- Mr Whippy was delivering Client Experience to children decades ago, it’s not a fad that will fade away and it doesn’t mean you need the latest and greatest of everything.
- There are two types of business owners in the world, the ones that have already embraced CX and the ones that will be forced to embrace it in order to survive. Which one do you want to be?
- Client Experience is a genuine feeling and perception of your business.
Let’s make a start on this journey together and pick one point from this post that you can apply in your everyday life. It will make a world of difference and allow you to get a feel for what it is to live CX.