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Posted by Andrew McInnes on February 21, 2011
I waited until the last minute to get my car inspected this year. It was a Sunday, so my usual service station was closed. Luckily, the Firestone near my house was open and had availability. I was happy just to find a place, but the folks at Firestone made me happier by delivering a positive experience from end to end — clean store, polite service guy, clear expectations about timing, and a call to make sure I wanted to replace a rear brake light bulb. Then, when I went to pay, a message on the self-pay screen reinforced the idea that I had gotten a good experience. It read, “Committed to providing a positive customer experience, every time.” Naturally, I was glad to see the company making this commitment — and actually living up to it. I also got a chuckle out of the message, imagining the boardroom discussions that led to it appearing in front of me. And that got me thinking . . .
What does it mean when companies use the term “customer experience” when they’re talking to actual customers?
I’ve noticed this happening more and more over the past year or so, not in my research but in my life as a customer. Firestone’s not alone. AT&T uses “customer experience” on its website. Amica uses it in a TV ad. What does this trend mean? To me, two things:
To deliver great customer experiences, companies need to change how they think and act, approaching issues from their customers’ perspectives. The appearance of “customer experience” in marketing and adverting is a sign that companies haven’t made that change. It might be well intentioned, but it’s not customer-centric.