Clem Bastow writes a lot about women’s issues. In this piece from August 2012 she reflects on the name calling attributing to woman that perhaps is not bestowed on men displaying the same attributes. Food for thought.
You might have seen Leigh Sales take Tony Abbott to task on 7:30 last week. For her troubles, she’s been called “shrill” and “aggressive” (despite her work on7:30 being neither), and then, yesterday, Liberal Party strategist Grahame Morris unleashed this corker: “Well Leigh can be a real cow sometimes when she’s doing her interviews.”
Coming at this space from an Experience Design background as I do, I was most interested in what Bruce Temkin had to say about the ‘evolution of cx management’. He presented the following chronological model:
CX intrigue 2005 -2009
Organisations have applications, infrastructure in place.
CRMs don’t deliver anticipated value.
CX exuberance 2008 – 2013
The term CX gets ’slapped’ on top of titles.
60% of companies think they will be customer experience leaders in 3 years (the maturity model indicates this is a much longer journey)
Shows that ambitions are emerging, but that organisations are not realistic about the implications.
CX professionalism 2011 -2015
People are starting to have clear practices and procedures around customer experience
A set of consistent practices is being collectively pushed into the community (via the CXPA of course 😉
VOC programs, journey mapping become standard process.
Close loop systems are in place to re-contact customers and learn.
CX Mastery 2014 +
Real time customer satisfaction analytics are able to project NPS, customer trends and other metrics.
Employee engagement becomes increasingly important as the connection between staff and the ability to drive sustainable customer experience is acknowledged.
The human resource sector becomes committed to employee engagement.
Temkin’s rally cry to the community was to practise a core set of repeatable processes and procedures; for the differences in practise that have existed to date to become standardised if the ‘era of CX’ is to continue. In support of this vision the CXPA is developing a vendor neutral certification program they hope will be recognised as a legitimate professional standard globally.
I should mention the format of the breakfast. The talk was followed by a Q&A and group discussion. It was valuable gaining insight into so many organisations so quickly and hearing about the various surveys, processes and incentives in place. I have a whole page of notes but if your are intrigued, you may just have to come along to the next event.
As a student I worked in retail. I was expected to invite conversation with open questions. It’s harder that it sounds. Years later when being trained in user research I was encouraged to ask why. Not only why, but as many whys as I could … and you know why … to get to the root cause, that deep fundamental driver of behaviour. Of course this too is not as easy as it sounds. Unless you’re a charming 5 year old asking why can sound pretty obnoxious and being asked why can make anyone feel quite defensive. I’m guessing advice like this has its roots in the famous 5 Whys, which I take to be a tool of analysis, not a script. If you disagree with anything here, or have more to add please say so in the comments.