Читать книгу Managing Customer Experience and Relationships - Don Peppers - Страница 44

In addition to product competence, however, delivering a frictionless experience requires an enterprise to be customer competent, and this is a much rarer quality among today's businesses. Customer competence depends on two additional qualities in the customer experience: relevance and trustability. These two attributes relate directly to the question of whether a business is capable of treating different customers differently. Can the enterprise recognize and remember individual customer differences and preferences, and act on that knowledge by tailoring its behavior to meet the different needs of different customers, one customer at a time? Is the enterprise's business model structured in such a way as to profit by proactively working to protect the customer's own interest? Unfortunately, most enterprises are not nearly as advanced in their customer competence as they are with respect to their product competence.

A relevant customer experience is one in which an enterprise can identify and remember individual customers from transaction to transaction, across different channels, products, services, and organizational silos. Then it recognizes the differences among customers in terms of their many different desires from the enterprise and their different values to the enterprise. Unfortunately, a large proportion of companies fail to deliver a very relevant customer experience. Every time we have to tell a contact-center agent our account number again, having just punched it in on our phone, we come face to face with an irrelevant customer experience. Beyond simply remembering individual customer details, however, the fact is that every customer is uniquely individual (because every human being is uniquely individual), and a frictionless customer experience is one that is configured appropriately—i.e., relevantly—for each different customer.