THE customer is king. So some firms have started appointing chief customer officers (CCOs) to serve the king more attentively. These new additions to the (already crowded) C-suite are supposed to look at the business from the customer’s point of view. They try to focus on the entire “customer experience”, rather than on individual transactions.
An article by The Economist reflects on the matter, and refers to the book “Outside In” (Amazon) by Harley Manning and Kerry Bodine of Forrester Research, who observe that customers are growing more powerful.
“The internet makes it easier to shop around and share complaints with a wide audience. Yet poor service persists. Mr Manning and Ms Bodine have been asking customers about their experiences with American companies for years. In 2012 a third of the 160 firms they asked about were rated “poor” or “very poor”. Health insurers and cable companies fared worst.”
The article ends with this hilarious recommendation: “Phone a firm that has appointed a chief customer officer and see if you can reach a human being. If not, that CCO might as well be tossed from an executive-floor window, no doubt clutching his collection of ‘journey maps’ and ‘customer archetypes’.”
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]
Experientia’s Putting People First blog has been redesigned. It is now entirely responsive, allows for easier browsing, searching, and filtering, and features larger images on the posts. The entire history of posts remains accessible as before. We are still tweaking things and welcome any feedback.
Why the world needs anthropologists – Coming out of the ivory tower Location: Padua, Italy, Centro Culturale Altinate/San Gaetano Date and time: Friday, 5 December 2014, 13:00 – 18:00 Padua, Italy, 5 December 2014 – The second edition of the international symposium of applied anthropologists attempts to erase the boundary between ‘pure’ and ‘applied’ anthropology, […]
Last year Experientia designed the interface of an ATM of UniCredit, a major Italian bank. The interface is now rolled out across the bank’s ATMs in Italy, to great satisfaction of the bank and the customers alike, since interaction speed is much faster and error rates went down dramatically. Last year UniCredit and Experientia also […]
In September 2014 Experientia gave a presentation on working as UX professionals with financial institutions at the EPIC conference in New York. The paper is now available on the EPIC site in HTML and PDF versions (free registration req’d). Abstract Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition […]