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Posted by Anthony Mullen on October 23, 2012
Brands want to deliver a quality experience but of course the topic of quality, how it might be observed and measured can be a slippery one that strays into quantum mechanics if not closely checked. I’m reminded of the book Zen and the Art of Motorcycle Maintenance where the author Pirsig astutely observes that Quality isn’t something innate – it’s something that ‘happens’ between subject and object – it doesn’t exist without both being there. Our translation for Customer Experience is that there is no innately wonderful customer experience – they only become wonderful (or not) when your consumers interact with your brand. You need to set up the touchpoints, observe, measure and keep on tweaking.
I'll be speaking at the Forrester Outside In Forum EMEA, London on November 6-7 – it’s a two day event with a focus on Customer Experience and how Brands should be tackling paradigm of customer obsession. It ties in with the release of Forrester's new book, Outside In.
I’ll be looking after the track on Measurement and Technology and will be speaking about the Universe of Interaction – exploring how consumers interact with brands directly and indirectly, how we measure it and how we can ‘debug’ the more tricky aspects of customer journeys.
The anything anywhere anytime world comes with lots of easy to use services via SDK, API and the cloud. As the mechanics of communication become less of a barrier to Marketers the mainstay of brand activity will be on a quality and depth of interaction – not simply connecting the technical dots. The discipline of Customer Experience is stepping up a gear. Being able to address every moment with the right medium and method increases the chance for brands to be remarkable, unmistakable, trusted and essential.
I hope to see you at the Forum!
* In truth, I could have foresaw this when the UPS courier turned up to my Delhi Radisson hotel with his mate on the back of a tiny moped and wobbled off into the thick traffic and night. My handmade wooden harmonium was doomed from that touchpoint right there.