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Customer Service is 
Dead: Long Live the 
Customer Experience 
Anthony Molaro, Ph.D. 
Assistant Professor, St Catherine Un...
Customer Experience... 
@infoactivist 
#MNLib14 
Thursday, October 16, 14
Customer What? 
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
Well We Do Know 
What it Means 
@infoactivist #MNLib14 
Thursday, October 16, 14
Customer experience is the sum of all 
interactions a customer has with an 
organization and its products over the 
durati...
It’s not transaction-based 
but experience-based 
@infoactivist #MNLib14 
Thursday, October 16, 14
A customer experience oriented 
organization appeals to every sense 
and emotion of the customer and it 
does this by payi...
@infoactivist #MNLib14 
Thursday, October 16, 14
Customer Service vs. 
Customer Experience 
Customer Service Customer Experience 
Who Department All 
What Consume Particip...
History of Customer 
Expectation 
Customer) 
Experience) 
Customer) 
Service) 
Friendly)Staff) 
Easily)Locatable) 
Dependa...
Revenue & Profit 
Customer) 
Experience) 
Customer) 
Service) 
Friendly)Staff) 
Easily)Locatable) 
Dependable)Product) 
Cu...
Customer 
Experience 
@infoactivist #MNLib14 
Thursday, October 16, 14
Why Should I Care? 
• Beyond profit and revenue 
• Loyalty 
• Forgiveness 
@infoactivist #MNLib14 
Thursday, October 16, 1...
The Words Customer 
Service Have Become 
Cliche 
@infoactivist #MNLib14 
Thursday, October 16, 14
What Does a 
Customer Experience 
Organization Look 
Like? 
@infoactivist #MNLib14 
Thursday, October 16, 14
If a customer service issue has 
arisen more than once or 
twice in the last year, its no 
longer a customer service 
issu...
Culture 
@infoactivist #MNLib14 
Thursday, October 16, 14
• Deliver WOW Through 
Service 
• Embrace and Drive Change 
• Create Fun and a Little 
Weirdness 
• Be Adventurous, Creati...
Anticipatory 
@infoactivist #MNLib14 
Thursday, October 16, 14
The Engineer on a 
Ladder 
• Suppose an engineer on a ladder at a hotel 
sees a women with her hands full enter the 
build...
@infoactivist #MNLib14 
Thursday, October 16, 14
Story 
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
Humans naturally seek comfort and stability. 
Without an inciting incident that disrupts their 
comfort, they won’t enter ...
You don’t know a story is happening to you 
when you’re in it. You slide into the flow of it 
like a current in the ocean;...
• Story allows us to relate to patrons better 
• Story pushes us to achieve important tasks 
• Story provides meaning to o...
@infoactivist #MNLib14 
Thursday, October 16, 14
Participatory Culture 
@infoactivist #MNLib14 
Thursday, October 16, 14
Participatory Culture: 
Patron to Patron 
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
Participatory Culture: 
Patron to Library 
• Provide lots of feedback loops 
• Create multiple advisory boards 
• Develop ...
Participatory Culture: 
Employee to Employee 
• Don’t forget the staff 
• Staff book club 
• Staff potlucks 
• Staff get t...
Staff 
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
Ordinary 
• If you hire ordinary staff for ordinary work 
then you will have an ordinary organization 
with ordinary resul...
Nice & Passionate 
• Interview questions 
• Are you nice? 
• What are you passionate about? 
@infoactivist #MNLib14 
Thurs...
Fearless 
• Apple hires: 
• 10% for knowledge 
• 90% personality 
• 100% fearless 
@infoactivist #MNLib14 
Thursday, Octob...
• Hire for core values 
• Train for everything else 
@infoactivist #MNLib14 
Thursday, October 16, 14
Rethink Roles and 
Duties 
• What if circulation clerks’ primary job was 
not to check books in and out 
• But was to gree...
Environment 
@infoactivist #MNLib14 
Thursday, October 16, 14
Experience Audit 
• IDEO and the hospital experience 
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
@infoactivist #MNLib14 
Thursday, October 16, 14
Learning and Growth 
Occur in Circles not 
Rows 
@infoactivist #MNLib14 
Thursday, October 16, 14
The 
Apple 
Way 
@infoactivist #MNLib14 
Thursday, October 16, 14
Simplicity 
@infoactivist #MNLib14 
Thursday, October 16, 14
Beautiful 
https://www.apple.com/retail/galleries/lincolnpark/images/lincolnpark_gallery_image8.jpg 
Thursday, October 16,...
@infoactivist #MNLib14 
http://librarygraphicdesign.blogspot.com/2012/05/library-helps-you-find-your-way.html 
Thursday, O...
Radical Trust 
• Apple has an app that allows you to self-checkout 
in their store 
• 2% will steal, so why do we create a...
A.P.P.L.E. 
• Approach customers with a personalized warm 
welcome 
• Probe politely to understand all the customer’s 
nee...
One of the best means of making a library popular is to mingle 
freely with its users, and help them in every way. When th...
• We should design experiences and solve 
problems 
• We often try to solve experiences and 
design problems 
@infoactivis...
• If patrons wanted quiet they’d likely stay 
home 
• But we also need to ensure that we have 
quiet spaces too 
@infoacti...
Lighting Round: Quick 
Tips for Today 
@infoactivist #MNLib14 
Thursday, October 16, 14
Show Don’t Tell 
• Never give verbal directions 
• If you must give directions, write them 
down 
• Never point to a locat...
Phones 
• Every patron phone call is precious, never 
let an automated system upset your patron 
experience 
@infoactivist...
• Hand written note for every new patron 
• Follow up with a birthday card (at least for 
the kids) 
@infoactivist #MNLib1...
@infoactivist #MNLib14 
Thursday, October 16, 14
Make Waiting Enjoyable 
@infoactivist #MNLib14 
Thursday, October 16, 14
• Know your patron by name 
• People want to be recognized 
@infoactivist #MNLib14 
Thursday, October 16, 14
“Remember that a person’s name is to 
that person the sweetest and most 
important sound in any language.” 
~Dale Carnegie...
• Patrons long for a positive and personal 
connection 
• It may be the only time they experience a 
connection all day 
@...
@infoactivist #MNLib14 
Thursday, October 16, 14
Once upon a time... 
@infoactivist #MNLib14 
Thursday, October 16, 14
Even now, as adults, there’s something in most 
of us that perks up and starts to listen when 
we hear those words. We lov...
@infoactivist #MNLib14 
Thursday, October 16, 14
Thank You 
Questions? 
Thursday, October 16, 14
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Customer service is dead

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Customer service no longer meets the minimum expectation of our customers, patrons, clients, users. Customer experience is now what is needed

Publicada em: Serviços, Educação
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Customer service is dead

  1. 1. Customer Service is Dead: Long Live the Customer Experience Anthony Molaro, Ph.D. Assistant Professor, St Catherine University Thursday, October 16, 14
  2. 2. Customer Experience... @infoactivist #MNLib14 Thursday, October 16, 14
  3. 3. Customer What? @infoactivist #MNLib14 Thursday, October 16, 14
  4. 4. @infoactivist #MNLib14 Thursday, October 16, 14
  5. 5. Well We Do Know What it Means @infoactivist #MNLib14 Thursday, October 16, 14
  6. 6. Customer experience is the sum of all interactions a customer has with an organization and its products over the duration of the relationship. It can also include the feelings that has a customer towards the organization based on their perceived beliefs about the organization. @infoactivist #MNLib14 Thursday, October 16, 14
  7. 7. It’s not transaction-based but experience-based @infoactivist #MNLib14 Thursday, October 16, 14
  8. 8. A customer experience oriented organization appeals to every sense and emotion of the customer and it does this by paying attention to every detail @infoactivist #MNLib14 Thursday, October 16, 14
  9. 9. @infoactivist #MNLib14 Thursday, October 16, 14
  10. 10. Customer Service vs. Customer Experience Customer Service Customer Experience Who Department All What Consume Participate Where A point of contact Everywhere When Single point in time Sum of all interactions Why Problem oriented Feeling oriented How Reactionary Proactive @infoactivist #MNLib14 Thursday, October 16, 14
  11. 11. History of Customer Expectation Customer) Experience) Customer) Service) Friendly)Staff) Easily)Locatable) Dependable)Product) @infoactivist #MNLib14 Thursday, October 16, 14
  12. 12. Revenue & Profit Customer) Experience) Customer) Service) Friendly)Staff) Easily)Locatable) Dependable)Product) Customer)Experience) Customer)Service) Friendly)Staff) Easily)Locatable) Dependable) Product) @infoactivist #MNLib14 Thursday, October 16, 14
  13. 13. Customer Experience @infoactivist #MNLib14 Thursday, October 16, 14
  14. 14. Why Should I Care? • Beyond profit and revenue • Loyalty • Forgiveness @infoactivist #MNLib14 Thursday, October 16, 14
  15. 15. The Words Customer Service Have Become Cliche @infoactivist #MNLib14 Thursday, October 16, 14
  16. 16. What Does a Customer Experience Organization Look Like? @infoactivist #MNLib14 Thursday, October 16, 14
  17. 17. If a customer service issue has arisen more than once or twice in the last year, its no longer a customer service issue but an organizational failure @infoactivist #MNLib14 Thursday, October 16, 14
  18. 18. Culture @infoactivist #MNLib14 Thursday, October 16, 14
  19. 19. • Deliver WOW Through Service • Embrace and Drive Change • Create Fun and a Little Weirdness • Be Adventurous, Creative and Open-Minded • Pursue Growth and Learning • Build Open and Honest Relationships with Communication • Build a Positive Team and Family Spirit • Do More with Less • Be Passionate and Determined • Be Humble Thursday, October 16, 14
  20. 20. Anticipatory @infoactivist #MNLib14 Thursday, October 16, 14
  21. 21. The Engineer on a Ladder • Suppose an engineer on a ladder at a hotel sees a women with her hands full enter the building... @infoactivist #MNLib14 Thursday, October 16, 14
  22. 22. @infoactivist #MNLib14 Thursday, October 16, 14
  23. 23. Story @infoactivist #MNLib14 Thursday, October 16, 14
  24. 24. @infoactivist #MNLib14 Thursday, October 16, 14
  25. 25. @infoactivist #MNLib14 Thursday, October 16, 14
  26. 26. Humans naturally seek comfort and stability. Without an inciting incident that disrupts their comfort, they won’t enter into a story. They have to get fired from their job or be forced to sign up for a marathon. A ring has to be purchased. A home has to be sold. The character has to jump into the story, into the discomfort and the fear, otherwise the story will never happen. -Robert McKee @infoactivist #MNLib14 Thursday, October 16, 14
  27. 27. You don’t know a story is happening to you when you’re in it. You slide into the flow of it like a current in the ocean; you look back at the beach and can’t see the umbrella, and your hotel is a quarter mile behind you. -Donald Miller @infoactivist #MNLib14 Thursday, October 16, 14
  28. 28. • Story allows us to relate to patrons better • Story pushes us to achieve important tasks • Story provides meaning to our lives @infoactivist #MNLib14 Thursday, October 16, 14
  29. 29. @infoactivist #MNLib14 Thursday, October 16, 14
  30. 30. Participatory Culture @infoactivist #MNLib14 Thursday, October 16, 14
  31. 31. Participatory Culture: Patron to Patron @infoactivist #MNLib14 Thursday, October 16, 14
  32. 32. @infoactivist #MNLib14 Thursday, October 16, 14
  33. 33. Participatory Culture: Patron to Library • Provide lots of feedback loops • Create multiple advisory boards • Develop avenues for your patrons to talk to you @infoactivist #MNLib14 Thursday, October 16, 14
  34. 34. Participatory Culture: Employee to Employee • Don’t forget the staff • Staff book club • Staff potlucks • Staff get togethers @infoactivist #MNLib14 Thursday, October 16, 14
  35. 35. Staff @infoactivist #MNLib14 Thursday, October 16, 14
  36. 36. @infoactivist #MNLib14 Thursday, October 16, 14
  37. 37. @infoactivist #MNLib14 Thursday, October 16, 14
  38. 38. Ordinary • If you hire ordinary staff for ordinary work then you will have an ordinary organization with ordinary results @infoactivist #MNLib14 Thursday, October 16, 14
  39. 39. Nice & Passionate • Interview questions • Are you nice? • What are you passionate about? @infoactivist #MNLib14 Thursday, October 16, 14
  40. 40. Fearless • Apple hires: • 10% for knowledge • 90% personality • 100% fearless @infoactivist #MNLib14 Thursday, October 16, 14
  41. 41. • Hire for core values • Train for everything else @infoactivist #MNLib14 Thursday, October 16, 14
  42. 42. Rethink Roles and Duties • What if circulation clerks’ primary job was not to check books in and out • But was to greet everyone single patron that entered the building because being welcoming is part of your core values @infoactivist #MNLib14 Thursday, October 16, 14
  43. 43. Environment @infoactivist #MNLib14 Thursday, October 16, 14
  44. 44. Experience Audit • IDEO and the hospital experience @infoactivist #MNLib14 Thursday, October 16, 14
  45. 45. @infoactivist #MNLib14 Thursday, October 16, 14
  46. 46. @infoactivist #MNLib14 Thursday, October 16, 14
  47. 47. @infoactivist #MNLib14 Thursday, October 16, 14
  48. 48. @infoactivist #MNLib14 Thursday, October 16, 14
  49. 49. @infoactivist #MNLib14 Thursday, October 16, 14
  50. 50. @infoactivist #MNLib14 Thursday, October 16, 14
  51. 51. @infoactivist #MNLib14 Thursday, October 16, 14
  52. 52. @infoactivist #MNLib14 Thursday, October 16, 14
  53. 53. Learning and Growth Occur in Circles not Rows @infoactivist #MNLib14 Thursday, October 16, 14
  54. 54. The Apple Way @infoactivist #MNLib14 Thursday, October 16, 14
  55. 55. Simplicity @infoactivist #MNLib14 Thursday, October 16, 14
  56. 56. Beautiful https://www.apple.com/retail/galleries/lincolnpark/images/lincolnpark_gallery_image8.jpg Thursday, October 16, 14
  57. 57. @infoactivist #MNLib14 http://librarygraphicdesign.blogspot.com/2012/05/library-helps-you-find-your-way.html Thursday, October 16, 14
  58. 58. Radical Trust • Apple has an app that allows you to self-checkout in their store • 2% will steal, so why do we create a bad experience for 98% of our customers based on the 2%? @infoactivist #MNLib14 Thursday, October 16, 14
  59. 59. A.P.P.L.E. • Approach customers with a personalized warm welcome • Probe politely to understand all the customer’s needs • Present a solution for the customer to take home today • Listen for and resolve any issues or concerns • End with a fond farewell and an invitation to return @infoactivist #MNLib14 Thursday, October 16, 14
  60. 60. One of the best means of making a library popular is to mingle freely with its users, and help them in every way. When this policy is pursued for a series of years in any town, a very large portion of the citizens receive answers to questions, and the conviction spreads through the community that the library is an institution of such beneficent influences that it can not be dispensed with. -Samuel Swett Green (1876). Thursday, October 16, 14
  61. 61. • We should design experiences and solve problems • We often try to solve experiences and design problems @infoactivist #MNLib14 Thursday, October 16, 14
  62. 62. • If patrons wanted quiet they’d likely stay home • But we also need to ensure that we have quiet spaces too @infoactivist #MNLib14 Thursday, October 16, 14
  63. 63. Lighting Round: Quick Tips for Today @infoactivist #MNLib14 Thursday, October 16, 14
  64. 64. Show Don’t Tell • Never give verbal directions • If you must give directions, write them down • Never point to a location • Per Se restaurant guideline #20 “When asked, guide guests to the bathroom instead of pointing” @infoactivist #MNLib14 Thursday, October 16, 14
  65. 65. Phones • Every patron phone call is precious, never let an automated system upset your patron experience @infoactivist #MNLib14 Thursday, October 16, 14
  66. 66. • Hand written note for every new patron • Follow up with a birthday card (at least for the kids) @infoactivist #MNLib14 Thursday, October 16, 14
  67. 67. @infoactivist #MNLib14 Thursday, October 16, 14
  68. 68. Make Waiting Enjoyable @infoactivist #MNLib14 Thursday, October 16, 14
  69. 69. • Know your patron by name • People want to be recognized @infoactivist #MNLib14 Thursday, October 16, 14
  70. 70. “Remember that a person’s name is to that person the sweetest and most important sound in any language.” ~Dale Carnegie @infoactivist #MNLib14 Thursday, October 16, 14
  71. 71. • Patrons long for a positive and personal connection • It may be the only time they experience a connection all day @infoactivist #MNLib14 Thursday, October 16, 14
  72. 72. @infoactivist #MNLib14 Thursday, October 16, 14
  73. 73. Once upon a time... @infoactivist #MNLib14 Thursday, October 16, 14
  74. 74. Even now, as adults, there’s something in most of us that perks up and starts to listen when we hear those words. We love stories. And stories have always served important functions for us. They bring us together and reinforce our sense of community. They engage, amuse, enthrall, and titillate. And they teach: throughout history, before most people could read and write, stories, told by firesides and in village gatherings, were the mechanism by which we handed down laws and values, religions and taboos, knowledge and wisdom. ~Fast Company (November 15, 2012) @infoactivist #MNLib14 Thursday, October 16, 14
  75. 75. @infoactivist #MNLib14 Thursday, October 16, 14
  76. 76. Thank You Questions? Thursday, October 16, 14

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