Neura Cx
Customer experience, treated as a design problem rather than a support function. How a brand makes its service easy enough that the customer never has to understand how the company is organised in order to get a good outcome from it.
Experience is four measurable things, not a feeling.
Competitors provide, if there is anything left.
I do not talk cars, but the car talks to me.
Deepak Roy
The same idea, off the road.
The car carries the expertise so the driver does not have to. That is the whole argument, and it transfers almost unchanged to service.
Most customer experience work still puts the burden on the person with the least information. They are asked to know which department, which reference number, which of four channels, and which of their own documents matters. When they get it wrong, the delay is recorded as theirs.
The business already knows who they are, what they bought, when it arrived and what went wrong last time. It should be doing the talking.
What we would argue for.
Ask nothing you already know
If the account holds it, do not make the customer repeat it. Every re-entry is a test the company is setting for the person paying it.
One thread, not four channels
A conversation that restarts on every channel is not support. It is an obstacle course with a satisfaction survey at the end.
Resolve before the complaint
The signal that something has gone wrong usually exists inside the business before the customer notices. Acting on it then is cheaper and better.
Escalation without performance
A customer should not have to become difficult to be taken seriously. If firmness is the trigger, the design is rewarding the wrong behaviour.
Neura Cx is in development.
If your service desk is absorbing the cost of a design decision made somewhere else in the business, that is the conversation. We consult and take a 1% equity stake in the outcome instead of a fee.
Straight answers
What is the core idea?
The customer should never have to understand how the company is organised to get a good outcome.
Where does that come from?
The car carries the expertise so the driver does not have to. It transfers almost unchanged to service.
Is this a support function?
No. It is a design problem that currently lands on the support desk.
What is the first thing you would change?
Stop asking people for information the account already holds.
Why does this matter to your firm?
Client experience is our own USP. We would not argue it if we did not run on it.
Five things worth knowing
- 01
Most customer experience work puts the burden on the person with the least information.
- 02
A conversation that restarts on every channel is not support. It is an obstacle course with a survey at the end.
- 03
The signal that something went wrong usually exists inside the business before the customer notices.
- 04
If firmness is what gets someone taken seriously, the design is rewarding the wrong behaviour.
- 05
Every re-entry of a detail is a test the company is setting for the person paying it.
What ruins a service experience fastest?
One vote per visitor
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