Today, customer experience is one of the most popular phrases in the business world. Major companies across the globe have realized this trend and are now making customer experience the focal point of their entire business.
Lou Carbone, customer experience expert and founder & CEO of Experience Engineering, says that any organization looking to satisfy customers must make all the effort to enter the hearts and minds of its customers.
When it comes to government organizations, this is absolutely critical. Government organizations, according to Carbone, should strive to make an emotional connection with the public to win their hearts. At Government Summit in Dubai last week, he warned that organizations can become so intensely focused on meeting the needs of customer that they might miss other important aspects, like emotionally connection.
"Corporate managers of companies are emphatic that what counts is not the function they provide but the effect it has on people," he stated.
In fact, according to Carbone, 95 per cent of what humans process in their minds consists of unconscious thoughts. So, understanding the role of the unconscious mind, becoming clue conscious and developing systems to manage these clues for emotional experience are key to delighting customers.
He advises that the first step is to move from a 'make and sell' attitude to a 'sense and respond' approach in order to achieve customer happiness. Carbone said, “Organizations that fail to make this shift face the danger of doing all the wrong things.”
Want to learn more about customer experience from Lou Carbone in person? Join me at Total Customer Experience Leaders Summit in Miami in April. To learn more about the event and register, click here: http://bit.ly/1h8MTb4
This year, TCEL explores the new realities of building brands and relationships in today's socially driven and data abundant world. Discover the emotional drivers that are critical in creating an effective customer story. The event shines an important lens on the power of insights and the critical need for marketers to focus on factoring emotion into the bigger equation to get a return on customer relationships.
Your experience will include three full days of high-level visionary keynote presentations and in-depth case studies illustrating linking insights & data, data measuring & mapping, design thinking, synthesize intelligence from B2B and B2C companies across verticals, disciplines and cultures to march forward with a sound total customer experience plan.
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at firstname.lastname@example.org. Follow her at @AmandaCicc.