In this article, let's talk a little bit about the six CX laws, that are part of the manual, (if he exists), for non-customer centered culture. And work as a guide for applying the Customer Experience vision, or Customer Experience.
After all, which aspects should be taken into account in order to create successful strategies for CX (Customer Experience)?
There is certainly no single answer, let alone a magical path to achieve that goal. A good start is to remember the six CX laws.
- 1ª Lei – Every interaction creates a personal reaction;
- 2ª Lei – People are instinctively self-centered;
- 3ª Lei – Familiarity with the customer creates alignment;
- 4ª Lei – Unemployed employees do not create engaged customers;
- 5ª Lei – Employees do what is measured, encouraged and celebrated;
- 6ª Lei – You can't pretend.
- The role of teams and their engagement
- Metrics for evaluating results
- Sincere relationship with the consumer
- Customer satisfaction
If you want to go deeper into the subject, and need a Guia do Customer Experience, and want to better understand where it came from. We made content dedicated to that.
Therefore, let's go straight to the insights presented by Bruce.
1ª CX Law – Every interaction creates a personal reaction
Taken as 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 given opportunity, and bad for the same person later.
The point is that experiences designed for everyone do not satisfy anyone. Thus, the consumer experience is individual and varies with each new customer contact with your brand or product.
2ª CX Law – People are instinctively self-centered
Everyone has their own references, that influence their attitudes and thoughts. Customers are very concerned about their needs and wants, but they generally do not know or care so much about the organization of companies. However, who has to worry about customer satisfaction, is the company.
In the same way, employees also have their individual references, which usually include a deeper understanding of the products, company organization and everything related to it. However,, a common mistake is to let decisions made within companies, reflect the employee reference framework, and not from customers.
3ª CX Law – Familiarity with the customer creates alignment
Although it is not intentional, every day many employees (both the front line and executives) make decisions that end up frustrating or irritating their customers.
It is not usually individual actions that cause problems, but the lack of cooperation or coordination between people and organizations. Therefore, a clear view, focused 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 comments, there would be less disagreement on what to do for them. While it may be difficult to agree on priorities and strategies, it is much easier to agree on the best way to seek the Clients satisfaction.
4ª CX Law – Unemployed employees do not create engaged customers
To improve the customer experience, it may seem obvious to focus your consumer attention. But, for this, you need to look at your employees. Therefore, you cannot sustain a successful customer experience, without your employees being committed to what you’re doing and aligned with that effort. If they have a low morale, it is almost impossible to make them “impress” the clients.
5ª CX Law – Employees do what is measured, encouraged and celebrated
Some executives struggle to understand why their company doesn't offer better customer experiences. And the secret is how you deal with employees, that tend to adapt to the environment in which they are. After all, what are the key elements for corporate environments?
- Tracked metrics.
- The rewarded activities.
- The celebrated actions.
These three items determine how employees behave and how they do this customer service.
6ª CX Law – You can't pretend
You can even fool some people for a while, but most know how to say what is real, And what is not. Therefore, employees realize whether the customer experience is not 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 cannot convince customers that you provide better experiences than they really are.
The main objective is the customer experience, that way six CX laws will be critical to your company's success. CX is a very common term for companies considered Customer Centric (Centered not Client).
After all, this is how we know the impact, positive or negative, your organization causes to customers during the relationship.