If a brand is always surprising and delighting, they aren’t surprising anymore. What tops surprise in customer experience? Steady, consistent business value. Simplicity. Reliability. Results.
We’re not disparaging surprise and delight. However, as CX moves into a more mature model built in “The Age of the Customer,” strategy calls for a more sustainable approach. Brands that shepherd their image to reflect prolonged business value are the ones that thrive in this new environment.
Customers today can switch from brand to brand, product to product, and service to service with ease. It takes more than the occasional surprise and delight to retain their business. If they don’t perceive long-term value from the partnership, they can simply disengage and go elsewhere.
Retention lies in how well a brand solves a business’s problem. Not only via a solid product but through simple site navigation, ease of use, and consistent customer/provider interactions that all point to clear product or service value.
What does that look like in the day-to-day? How can we translate it into a tangible strategy?
We spoke with Andrew Carothers, Digital Experience Leader at Cisco, a company with tens of thousands of employees and tens of billions in revenue. Andrew has been with Cisco for over 16 years and counting and had a hand in everything from marketing and communications management roles to helping build the CX organization as a founding member.
Andrew is a trailblazer in the sense of leveling up CX to match “Age of the Customer” expectations and has helped Cisco transition seamlessly from hardware to software while maintaining customer loyalty. He continues to lean into uncovering the true voice of the customer to unlock thriving partnerships.
Listen in to learn with Andrew:
- What it means to be in “the age of the customer”
- Why a focus on business value is more effective than a focus on “surprise & delight”
- How to hear the literal voice of the customer (3 steps)
- How to identify moments that matter in the customer journey
- Why video is a “game changer” for human connection in business
Building the Cisco CX Organization from Scratch
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Video Highlights with Andrew Carothers of Cisco
Check out the top five video highlights from the discussion about launching a customer experience organization and improving the customer journey…
1. Customer Experience vs Brand Experience
2. Launching the CX Organization at Cisco
3. Building the Customer Journey from Moments That Matter
4. Tips for Customer Interviews and VOC
5. Two Styles of Video to Support CX
Links Related to This Conversation:
Other Episodes You’ll Enjoy:
- Episode 121 with Kristie Ornelas and Steve Cox of Cisco “3 Ways to Elevate EX from the World’s Best Workplace”
- Episode 195 with Luis Angel-Lalanne of American Express “Customer Voice and Sentiment Analysis”
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