In this article, we’ll talk a little bit about the six laws of CX, which are part of the playbook, (if it exists), for a customer-centric culture.
And they work as a guide for the application of the Customer Experience vision.
After all, what aspects should be taken into account to create successful CX (Customer Experience) strategies?
There is certainly no single answer, let alone a magical path to achieve this goal.
A good start is to remember the six laws of CX.
- 1st Law – Every interaction creates a personal reaction;
- 2nd Law – People are instinctively self-centered;
- 3rd Law – Familiarity with the customer generates alignment;
- 4th Law – Unengaged employees do not create engaged customers;
- 5th Law – Employees do what is measured, encouraged and celebrated;
- Law 6 – You can’t fake it.
With a focus on customer relationships, the six laws of CX were originally listed by Bruce Temkin (Temkin Group), and have become a reference in Customer Experience.
See below some aspects pointed out by Bruce.
- Customization
- The role of teams and their engagement
- Metrics for Evaluating Results
- Sincere relationship with the consumer
- Customer satisfaction
If you want to delve deeper into the subject, and need a Customer Experience Guide, and want to better understand where it comes from. We made content dedicated to this.
So, let’s get straight to the insights presented by Bruce.
1st Law of CX – Every interaction creates a personal reaction
Considered the fundamental law of customer experience, it highlights that the same experience generates different reactions in each person.
Even more: an experience can be great for someone at a certain time, and bad for the same person some time later.
The moral of the story is that experiences designed for everyone satisfy no one.
In this way, the consumer experience is individual and varies with each new customer contact with your brand or product.
2nd Law of CX – People are instinctively self-centered
Everyone has their own references, which influence their attitudes and thoughts.
Customers care a lot about their needs and desires, but they usually don’t know or care so much about the organization of companies.
However, the one who has to worry about customer satisfaction is the company.
Similarly, employees also have their individual references, which often include a deeper understanding of the company’s products, organization, and subject matter.
However, a common mistake is to let the decisions made within companies reflect the frame of reference of employees, and not customers.
3rd Law of CX – Customer familiarity leads to alignment
Although unintentional, every day many employees (both frontline and executive) make decisions that end up frustrating or irritating their customers.
It is usually not individual actions that cause the problems, but rather the lack of cooperation or coordination between people and organizations.
Therefore, a clear vision, centered on what the customer wants, what customers need, and what they don’t like, can align decisions and actions.
If everyone had a clear view of the customer experience, and access to customer feedback, there would be less disagreement about what to do for them.
While it can be difficult to agree on priorities and strategies, it’s much easier to agree on the best way to seek customer satisfaction.
4th Law of CX – Unengaged employees don’t create engaged customers
To improve the customer experience, it may seem obvious to focus your attention on the consumer. But, for that, you need to look at your employees. Therefore, it is not possible to sustain a successful customer experience without your employees being committed to what you are doing and being aligned with that effort. If they have low morale, it’s almost impossible to get them to “impress” customers.
5th Law of CX – Employees do what is measured, encouraged and celebrated
Some executives struggle to understand why their company doesn’t deliver better customer experiences. And the secret is in how you deal with employees, who tend to adapt to the environment they are in. After all, what are the key elements for corporate environments?
- The metrics tracked.
- The activities rewarded.
- The actions celebrated.
These three items determine how employees behave and how they provide this customer service.
6th Law of CX – You Can’t Fake It
You can fool some people for a while, but most of them can tell what’s real and what’s not.
Therefore, employees notice if customer experience isn’t really a top priority for the executive team.
This is also apparent in marketing efforts.
No matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than they actually are.
The main objective is the customer experience, so the six laws of CX will be fundamental to the success of your company.
CX is a very common term for companies considered Customer Centric.
After all, this is how you know the impact, positive or negative, that your organization has on customers during the relationship.
