Sometimes I am amazed at the customer experience of some companies. That amazement is from the positive side but unfortunately, it is sometimes from the negative side. When I encounter an amazingly good customer experience, the first thought that comes to mind is that this company knows what it is doing. When I encounter an amazingly bad customer experience, the first question that comes to mind is do these people ever eat their own cooking?
Granted, you don’t necessarily have to eat your own cooking, but you must at least think vicariously enough to put yourself into the customer’s shoes. You have to be able to imagine what the customer will experience as he or she does business with your company. Some of these opportunities are so obvious yet so many companies miss them completely.
For example, did you ever think that you just might need to change your recipe? Please do not misunderstand me. I am not saying throw away the proven producers and moneymakers. What I am saying is that we must at least be willing to consider revamping the things that go into the customer experience if and when the possibility exists that the customer experience could be improved. Settling on a fixed product or process without ever considering the possibility of change is counterproductive.
Technologies change. Customers’ preferences change. Market forces change. Demographics and trends change. Business models likewise need to change. And that sometimes means changing your recipe. But remember—you will never know that you need to change your recipe unless you eat your own cooking.
I hope you are hungry.