Notes
Plain explanations of the terms that get used around customer experience, written for people who run businesses rather than for people who run workshops. No jargon that is not explained, and nothing here you need to buy anything to use.
What a customer journey actually is
Your process and your customer's journey are two different things. The gap between them is where the money leaks out.
What your customers are actually reacting to
Customer experience is not a department and it is not politeness. It is the total amount of work a customer has to do to get what they came for.
People do not buy your service, they hire it
Nobody wants what you sell. They want to be further along than they are now. Your service is how they get there.
Which of these have you actually watched?
Everything you know about your customers is either something you watched them do or something you worked out for yourself. Both feel the same from the inside. Only one of them is evidence.
Your customers do not remember the average
People judge an experience by its best moment and how it ended, not by the average of everything that happened. Consistently fine is the easiest thing in the world to forget.
Why the thing that won you customers stopped working
The thing that used to win you jobs now gets no reaction at all. You did not stop doing it. It stopped counting, and that was always going to happen.
What customers say and what they do
Everybody said they loved the idea. Almost nobody bought it. People are not lying to you, they are just unreliable at predicting what they will actually do.
You would never launch untested. You price untested every time.
You would not launch a service you had never tried delivering. So when did you last test your price, your pitch or where you sell it with anything like the same care?
A score out of ten does not tell you what to do on Monday
Your satisfaction score went up two points this quarter. Nobody can tell you why, or what to do differently on Monday. That is not a reporting problem, it is the metric.
How it makes them feel, and how it makes them look
Every owner can say what their service does. Far fewer can say how it makes the customer feel, or how it makes them look to other people. That is usually where the real reason sits.
See your business the way your customers do
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