Tuesday, January 24, 2017

Customer Service vs Customer Experience

(1:13) Graphical User Interface (GUI) was a computer term coined early in my computer career. Before Apple made it mainstream, we largely interacted with computers using text editors. If you think the iPhone vs Android debate can get heated, ask someone in the 80's which was the best text editor...

(1:05) Today it is simply User Interface (UI), graphical is assumed. Wikipedia defines UI as, "the space where interactions between humans and machines occur."

(1:01) More recently, the term User Experience (UX) appeared. Wikipedia defines UX as, "a person's emotions and attitudes about using a particular product, system or service." UX broadens the definition far beyond menus and keystrokes. It encompasses a user's feelings and responses before, during, and after use.

(0:53) Similarly, it is popular in business to distinguish between Customer Service and Customer Experience.

(0:51) Customer Experience (CX) is defined as the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy, and purchase and use of a service. It is measured by the individual's experience during all points of contact against the individual's expectations.

(0:40) For a marina, it is so much more than your docks, restrooms, and fuel prices.

(0:38) It is how you respond to email requests, the way your phone is answered, how a boater is greeted by the dockhand, the ease with which a boater can find the restrooms, even how you are portrayed on ActiveCaptain. A good exercise is to walk through a boater's complete experience from first encountering you in the ActiveCaptain data through his departure and any follow up that is done.

(0:27) We once had an experience at a boatyard that was by and large 5 star - quality workmanship, reasonable prices, staff that was helpful and friendly except for one touchpoint, the parts department which was where we went for any packages sent to us. When one lives aboard, has two dogs, and is doing boat projects, you get a fair number of packages. We were in there several times a week.

(0:16) Unlike the rest of the staff, this group always made me feel like an unwelcome intrusion. Rarely a smile or a hello. If someone had to get up to check in the back, it was done without cheer. I actually disliked going in there.

(0:10) Does that mean we won't go back? We absolutely would. Overall, it was one of the best experiences we've had. It's just unfortunate it was so needlessly marred. But notice how I remember that part of my experience.

(0:05) Do you know how you rate throughout the entire Customer Experience? If not, then you may be losing business.

(0:02) And that's the marina minute.