The other day I saw a customer experience checklist that said a business had to be Easy, Fast, Convenient, Trackable, Personalised and Predictive ... OR ELSE, the relationship with its customers would fall apart.
In my head, it makes sense. In my heart, I have my doubts.
Especially when looking at my top 'real life' relationship: that with my wife.
❤️ I HAVE TO BE HONEST
If there were a similar 'great husband experience' checklist, I am sure the dials on my KPI dashboard would not always point to the 'green' zone.
I can be grumpy. Forgetful. Absorbed in my work. I have annoying habits. And in our over 30 years together, I made epic mistakes which caused real heartache. In short, I'm far from "easy, fast, convenient, trackable, personalised and predictive".
❤️ AND STILL SHE'S THERE
Not out of convenience, dependency, or habit (we had that talk). But because she wants to. Because she knows that with all my flaws, there's nothing I wouldn't do to make her feel good. There's no line I wouldn't cross to help her out. And because, occasionally, I get it right.
❤️ SURE, SHE'D PROBABLY APPRECIATE IT
If I were always cheerful, attentive, and interested. If I always beat her to the dishwasher. Brought flowers every week.
But it would be exhausting for me. Over time, to her, it would also feel fake. And she’d be right.
❤️ WHICH MAKES ME WONDER
Whether we're not putting too much emphasis on the process of customer experience. At the expense of the passion and connection that should be the bedrock of every relationship. I mean, how many of the things we do in the name of CX really deserve to be called an experience?
❤️ SO, WHAT IF, FROM THIS VALENTINE
We stopped stressing about chasing the perfect textbook customer experience. Not becoming negligent about the fast, easy,… mantra. But also not let ourselves be defined by it.
What if we focused the energy this would free on really touching our customers where it matters? Make them FEEL we really care for their needs. Connect to them. Make a difference in their lives. Their business. The world they live in.
❤️ IT WOULD CREATE A NEW CONVERSATION
Instead of obsessing over effort and recommendation scores, we’d shift to real relationship measures linked to emotion, perception, even immersion.
Instead of conversations about empowering customers with software and closed loops percentages, we’d talk about what it would take to engage and connect.
Instead of suffering from process and KPI anxiety, we’d engage in actual relationships as actual humans through experiences that matter.
❤️ I BELIEVE IT WOULD MAKE A DIFFERENCE
Relationships would deepen for both customers and employees. There would be more mutual understanding of customer demands and corporate flaws. Life would become a little ‘easier’.
But then again, I’ve always been a romantic… but I guess today I’m allowed.
Happy Valentine 🥰
Are you ready to look beyond CX processes and KPIs?
Then let’s have a virtual coffee ☕️. Let's see how, together, we can connect the passion of your people to the true needs of your customers. Offer experiences that make a difference. Literally, by differentiating your company. Metaphorically, by enriching the lives of the people they touch.
Even if we don’t do business, I’m sure we’ll have an interesting conversation.
Alain Thys is an experience architect who helps organisations drive profit and transformation through experience.