Last week I attended the excellent CXPA Insight Exchange conference in San Diego. CXPA is the Customer Experience Professionals Association. At Kronos, I’m responsible for our voice of the customer program, and always welcome the opportunity to network and learn from peers in this profession. I walked away from this conference with a few good ideas I think we can put to work at Kronos.
One presentation I really liked was by Bruce Temkin, one of the gurus of customer experience. Bruce talked about 5 key trends that are shaping successful customer experience efforts to provide excellent customer service:
- Anticipatory experiences – that is, anticipating what the customer is ultimately trying to accomplish when they engage with you
- Mobile first: design processes with mobile end user in mind
- Value as a service: examples are firms like uber, airbnb, zipcar
- Continuous Insights: ensuring that you are collecting the right insight, at the right time, and in the right format as you seek to improve your customers’ experience
- Power of culture: the idea here is that if you create the right culture, your people will do the right thing by your customers without the need for excessive controls.
I was reminded of these trends today when I received the message below from Amazon Instant Video – on my phone. This is a great example that hits on everything on Bruce’s list, and then some:
- They understand my goal is an uninterrupted movie experience.
- They designed their communication to me so that I could read it on my phone easily.
- Their very service is value as a service – movies and tv in the cloud.
- They used their own real time analytics to detect a problem – I took no action to get this credit.
- Clearly their culture enables processes that put customer loyalty ahead of increased profits.
Bravo, Amazon. I think I’ll keep paying for that Prime membership.
Note from Amazon:
We noticed that you recently experienced poor video playback on Amazon Instant Video. We’re sorry for the inconvenience, and have issued you a refund for the following rental(s) and amount(s):
$3.99 – Network [HD]
While Amazon Instant Video transactions are typically not refundable, we are happy to make an exception in this case. This refund should be processed within the next 2 to 3 business days and will appear on your next billing statement for the same credit card used to purchase this item.
Please visit our troubleshooting page for tips on ways you can potentially improve your viewing experience:http://www.amazon.com/gp/help/customer/display.html?nodeId=201431300
We hope to see you again soon,
Amazon Instant Video Team