CUSTOMER EXPERIENCE UNEARTHED

JULIEN RIO

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INTRODUCTION

It was the tumultuous year of 2020, right before the pandemic. My dear comrade Max Ball and I found ourselves digitally clinking our glasses—his in California and mine in the Parisian expanse. As we virtually imbibed and lamented recent, aggravating encounters as customers, a stark realization enveloped us: while there existed a burgeoning discourse around customer experience from the corporate angle, there was an alarming void when it came to the customer's own podium for catharsis. Beyond the intimate confines of friends and family, or perhaps the uninhibited ambiance of a bar where grievances could find a louder voice, a public domain for such venting was conspicuously absent.

This was the genesis of CX Therapy. Max and I conceived it as a sanctuary for our weekly purges. This endeavor was devoid of grand ambitions or expansive blueprints. Neither commercialization nor monetization was on our radar; we had no particular desire to amass a following. We had no wares to hawk. We were not aspiring to consulting roles in the customer experience sector; our sole objective was to establish a sanctuary for no-holds-barred commentary on the woeful customer experiences that have become all too common.

By the dawn of January 2021, the inaugural episode of CX Therapy went live, embarking on an odyssey that would span the subsequent three years. When the first year's curtain fell, we marveled at our own tenacity. Initially, we had harbored reservations about the longevity of our series, suspecting that we might deplete our reservoir of tales within a matter of weeks. To our astonishment, however, the well of stories proved inexhaustible. Week after week, one of us would inevitably encounter a new episode of customer disservice, thus furnishing us with ample material for our ongoing saga. Having toasted to our 100th episode, we find ourselves still passionately engaged in this endeavor, with an archive now boasting over 156 episodes.

In pondering the essence of our vlog series, CX Therapy, it's transparent why the term "therapy" feels so fitting. The weekly sessions on our proverbial couch evolved into a form of cathartic ritual, a release valve through which we exorcized the consumer demons haunting our everyday lives. These minutes became an invaluable refuge, where we not only narrated our own tales of customer service dismay but also delved into the substratum of the "why." (...)

In a world bustling with brands and products, the very first interaction that a potential customer has with a brand is undeniably crucial. This interaction isn't about swiping a credit card or sealing the deal; it's more subtle and nuanced. This phase, aptly named the "exploration phase," revolves around a customer's endeavor to learn about products, understand their intricacies, browse through options, and make essential comparisons.

Many mistakenly believe that the customer journey truly begins when a product gets added to the cart, or the first transaction is made. But consider this: before every thrilling race from the start to finish line, there's a preparation phase, a warm-up, and a gauging of the ground. This phase might not be flashy, but it's where strategies are formed, strengths gauged, and vital decisions made. Analogously, in the context of the customer journey, the exploration phase is this preparatory stage. It sets the rhythm for the entire race and often has a significant say in its outcome.

Think of potential customers as runners in a race. There are those who've trained extensively, possessing a clear vision of their goal and a roadmap to reach it — these are the highly informed buyers. They stride with confidence, familiar with every twist and turn the path might throw at them. Then there are those who are participating for the sheer experience, unsure of their strategy, yet eager to learn — these individuals represent the less informed, those who might still be piecing together what exactly they're looking for. Whether seasoned or novice, every runner brings their unique style and requirements, making it essential for the race (or the brand) to cater to this varied crowd.

The initial experience a potential customer has with a brand is crucial. If the exploration phase is confusing or lacks clear guidance, customers may quickly lose interest and seek alternatives. On the other hand, a well-structured and clear introduction to the brand can build trust and pave the way for a deeper connection. Ensuring that customers feel understood and supported from the outset can significantly impact their subsequent interactions and decisions regarding the brand.

Furthermore, this phase is the brand's opportunity to play guide, helping the potential customer not just understand the product but also clarify their own needs. It's the brand's chance to showcase its expertise and its dedication to ensuring the customer's requirements are met. A seamless exploration experience, be it offline or online, can translate to a more trusting and confident potential customer. By the conclusion of this phase, they should ideally have zeroed in on a specific product, convinced and ready for the actual purchase. (...)

In today's digital age, product accessibility has grown tenfold. Customers have the option to explore a myriad of items from the comfort of their home. Yet, with this abundance comes the daunting task of sifting through product details, comparisons, and specifications. One major predicament that customers often face is deciphering and prioritizing product features. For potential buyers, particularly those stepping into unfamiliar territories, determining which attributes of a product hold significance and which are merely auxiliary becomes a strenuous task. Brands often emphasize every feature and innovation, even those that might be unnecessary or irrelevant to many users. This throws the buyer into an overload of information, making the task of identifying products tailored to their specific needs all the more complicated.

For customers, this translates to an exacerbated exploration phase. An individual may find themselves lost in a quagmire of details, unable to ascertain what truly aligns with their requirements. This results in wasted time, increased frustration, and a potential loss of trust in the brand's ability to guide them. The impact on businesses is twofold: First, the prospective customer might prematurely abandon the exploration, leading to lost sales. Second, this could tarnish the brand's reputation, diminishing customer loyalty and potentially swaying future prospects away. A prime example of this quandary is captured in the CX Therapy episode titled, "Why do I need a PhD to pick a stroller?" When diving into the abyss of the baby industry, I quickly realized that I was in over my head. The notion of buying a stroller — a seemingly straightforward task — transformed into a labyrinthine odyssey. The moment I began my research, I was hit by a barrage of specifications, safety features, weight limits, and award badges. Yet, none of it made sense to me.

Here's the thing: when you buy a car, you might already have a list of features you care about. Maybe you're looking for fuel efficiency, or perhaps a stellar sound system is non-negotiable for you. But as a new parent, these prior preferences don't exist; you're starting from scratch. Safety is paramount, of course, and you likely have a budget. But what about the other variables? Size? Weight? Special features? What do they even mean? "As a new parent, you're suddenly left to the wild to decide what to buy, find out what you need."

This is where the stress kicked in, spiraling into confusion. Brands did an excellent job of throwing numbers and terms at me. Some boasted about the award-winning safety features, others emphasized the ease of folding, while yet others touted their product's "luxurious" fabric. But no brand could translate these features into what would be genuinely applicable for me or any new parent. "No brand is able to tell you which product is made for you. Give us your top 5 criteria, tell us what you really care about and we will gently walk you through your customer journey to tell you what product is made for you and why" I bemoaned.

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