Relationally Challenged (CX - CRM - EQ/RQ/CRQ)
By cwarticki on Aug 06, 2012
Everything seems to be about the "Experience". Lately, I've been listening to a lot of 'stuff'. A lot of business stuff. A lot of customer stuff. A lot of operations stuff. A lot of experience stuff. A lot of satisfaction and dissatisfaction stuff. In my attempts to absorb it all, here is my 2 cents of unsolicited, opinion given little-to-no information whatsoever (but in this case, it's regarding a lot of stuff).
- Let's take the basics - CRM. Customer....Relationship....Management. Seems simple right? Why is everyone making it so complicated? Customer....Relationship....Management.
- EQ - Emotional Intelligence Quotient. Sounds like there's too much math involved. I'll skip this and anything else in need of a quotient.
- Now, the big thing lately is all about the CX - Customer Experience. Sounds jazzy. I'm all about a great customer experience, just like the next person.
Can we just keep it simple? Really, what's with all the management? Why all the math? Just what experience is everyone chasing?
How about we just dumb it down, strip it to the core, keep it simple and LISTEN?! No more focus groups, no more surveys, and no need to gather more data. We have plenty of that. Why not just provide the customer what they are asking for and not for what they aren't asking for? I know what you'll say, "it's because they don't know what they need until we tell them what they need" , right? Wrong.
We're all relationally-challenged. Yes, that's right. It may sound politically correct, but we're all needy and require the deep down desire to be heard, understood and responded too.
Where's this all coming from? I don't know. Perhaps, I'm just ranting, blogging, blah blah blah. All of this to say the following: If you're focusing your attention on customer relationships that have already decided you're not giving them enough attention and they're walking away, you've lost. What's the math these days on costs of relationship recovery? Focus on Relationship-Retention and you'll avoid divorce court. I'm not saying to forget the ones walking away. Go after them and let it be a lesson to never forget about them.
What have you done for your customer lately in order to build relationship? Nothing else. All motives aside. Nothing needed in return. Just pure, simple relationship building. Reach out and LISTEN. Then, listen some more.
Chris Warticki works for the Global Customer Management team for Oracle Support. He is passionate about customer service, cares FOR the customer and enjoys working with them each and every day.