- log in
Posted by Harley Manning on July 14, 2011
Late last year, I attended a workshop at a small but quite interesting conference in London. The two guys running the workshop separated the attendees into small groups where each of us took turns describing the worst customer experience we’d had, and then the best customer experience we’d had.
I thought it was a remarkably effective exercise, and I would have liked to try something like it at Forrester’s Customer Experience Forum, 2011. Of course with roughly 1,200 attendees, we couldn’t do that so instead we did the next best thing. A few weeks before our event we took a camera crew out to Harvard Square and asked some people on the street to tell us about their experiences.
Let me tell you a little bit about Harvard Square. It’s right in the heart of the Harvard University campus, which is right in the heart of Cambridge, Mass. — a town that Amazon.com recently ranked as the country's most well-read city.
The day we were there, it was graduation week. So in addition to the usual students and tourists from around the world, we met parents there for their kids’ graduation and alumni there for reunions.
We heard some fascinating stories, which led us to a few conclusions. For example, it’s very hard to satisfy every customer, every time — even for a customer experience icon like Apple.
Hopefully that first segment scared you just a little because when companies get the customer experience wrong, it makes a big impact.
But of course, there’s good news, too. When companies get the customer experience right, that also makes a big impact.
The thing that struck me about all of these stories is that customer experience is personal. It comes down to a pilot who holds a plane, a phone agent who makes a problem just go away, or a barista who anticipates a customer’s order.
So what is that personal experience you want your customers to have? And how can you make it happen consistently across a large organization?
We’d love to hear your thoughts in Forrester's Customer Experience Community!
Search Forrester's Blogs
The dynamics that will shape the future in the age of the customer »
Planning for innovation and risk in the wake of Brexit »
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
- Adele Sage (22)
- Allegra Burnette (7)
- Amit Bhatia (3)
- Daniel Brousseau (1)
- Deanna Laufer (9)
- Fatemeh Khatibloo (1)
- Fiona Adler (1)
- Fred Giron (2)
- Harley Manning (104)
- Joana van den Brink-Quintanilha (3)
- Jonathan Browne (23)
- Kara Hoisington (3)
- Keith Coe (2)
- Kerry Bodine (77)
- Leah Buley (1)
- Maxie Schmidt-Subramanian (27)
- Michael Gazala (3)
- Moira Dorsey (5)
- Nicole Dvorak (1)
- Qaalfa Dibeehi (1)
- Riccardo Pasto (2)
- Rick Parrish (28)
- Ron Rogowski (30)
- Roxana Strohmenger (2)
- Ryan Hart (8)
- Sam Stern (24)
- Thomas Husson (1)
- TJ Keitt (9)
- Tom Champion (1)
- Tom McCann (3)
- Tony Costa (11)