Back in 2011 I asked this question: Customer Experience: What About The ‘Product’? And I ended that conversation with the following assertion:
The product is not in one domain and Customer Experience in another domain. Any serious examination of the Customer Experience has to grapple with the product and how well it does the job that the customer is hiring it to do. That means designing that product so that it is both useful (does the job) and usable (easy/intuitive) to use.
Today, I stand by that conversation. In particular, the necessity and critical importance of the ‘product’ (the core product or service which calls forth the customer to reach out and interact with the organisation which is selling that product or service) to any serious work on improving-transforming the customer’s experience of the organisation.
I also find that I was wrong. How so? Today, I’d sum up that conversation differently. How would I sum it up? As follows:
The ‘product’ is not in one domain and Customer Experience in another domain. Any serious examination of the Customer Experience (as in the customer’s experience) has to grapple with the ‘product’ and how well it does the job that the customer is hiring it to do. That means designing the ‘product’ so that it is useful (does the job), usable (easy/intuitive to use), and sensuous (evokes the senses and calls forth awe). When you get the ‘product’ right you will learn that in a substantial-meaningful way that the customer’s experience and loyalty start and end with the design of the ‘product’. If you have the right product then you can concentrate on marketing (advertising, distributing) it. Little need to waste your time on the latest corporate nonsense: customer experience management as in customer interaction management across a multitude of interaction channels.
What has led me to this way of summing up the matter? Apple. In particular, Apple’s latest financial results – the largest quarterly corporate profit of any company. Let’s look into the quarterly figures a little bit more: revenue of $75bn, profit of $18bn, and Apple sold 34,000 iPhones per hour. Allow me to share this paragraph with you (bolding mine):
Apple chief executive Tim Cook called the company’s sales “phenomenal” and said the company had sold 34,000 iPhones an hour every day of the quarter. “This volume is hard to comprehend,” Cook said.
I am now going to make my most controversial assertion. Ready? I say that the field of Customer Experience Management (as in customer interaction management) is attractive to and for the mediocre. Yes, the mediocre! You know the folks that do not design-sell great ‘products’. ‘Products’ that do not simplify-enrich the lives of our fellow human beings. Look if you make a great product then the world beats a path to your door -including overcoming any hurdles along the path. Only CXM fools ignore the critical importance of the ‘product’. Isn’t the product the reason that the customer takes action – to actual reach out to the business in the first place?