Business strategist and New York Times best-selling author Fred Wiersema presents his latest insights and advice on achieving customer intimacy in a series of new, practical, digital-only guides. This one focuses on what every leader should know about designing great customer experiences.
"'Think about your own experiences as customers,' I instruct leaders: specifically, less-than-wonderful experiences,'" says Wiersema. "'Maybe the contractor who is remodeling your house now wants to charge you twice his original bid, or you went to your neighborhood hardware store and were treated rudely - any transaction that really bothered you. Then, discuss what made these experiences so unpleasant. Next, think about what the antitheses of these experiences might be, and how these bad experiences could have been turned into good ones.' It’s only after they have a full understanding of their own experiences as customers that I ask them to imagine what their own customers go through. About now comes the 'aha' moment, when they’ve turned a bad experience into a good one and realize the magnitude of feeling in between. Understanding the extremes and consciously turning a bad experience into a good one is what I call 'applying a design rule'."