Remember Zohan Dvirr, who was considered one of the most effective Mosad agents’, but in the long run really wanted to… cut people’s hair and make them silky-smooth?
If not, then you’d better catch up with “Don’t Mess with the Zohan”, as the story brings pretty to what is nowadays called customer’s experience. And it is customer’s experience making them buying from you, not competitors, especially when you offer goods or services which seem to be common. Besides Adam Sandler is a great actor and another movie not to miss with him on your entrepreneurial journey is “Mr Deeds”. Especially if you are somewhere between speed of the processor and poetry of everyday life 😉 But hey, the post should be about customer experience, right?
Customer experience and customer centricity lies at heart of IT corporates like Cisco, which five-point scale of measuring customer satisfaction after all customer-facing operations in company is considered as business classic. Annual salary bonus at Cisco depends on answer their Clients to the question “What is your overall satisfaction with Cisco”, and all employees know that non regarding their position at the company, in order to maximize this indicator, they have to cooperate putting Client first and not leaving the issue raised by Clients for themselves.
The results had been analysed by Experience Engineering team consisting of futurologists, psychologists and culture anthropologists to discover what exactly their Clients see and feel at every stage of car renting. Experience Engineering team analysed body language, tone of voice and language when the Clients went emotional, they performed in-depth interviews with Clients and employees of Avis looking for unarticulated needs and inspirations referring to even smallest details. They cut process of renting car into 100 pieces, which elements had been thoroughly analysed and enriched.
As a result of this undertaking Avis installed monitors informing about arrivals and departure of the planes in places of car rentals, as it was discovered that car renting process might be stressful due to lack of access to this information. In Avis car rental spots special doors adjusted to nonstandard language of their Clients had been constructed. Avis also set up “communication centres” in the airports to enable Clients to work with their laptops, do phone calls, use Xerox machines or just sit and wait.
The most important thing resulted for Client’s experience audit was creation of service omitting car rental spot at the airport enabling to go straight away to the place where the car is parked. Experience auditors found out the need to change the Client’s outfit from formal too casual after the journey and Client’s going to the airport toilet’s to do this. Using this observation Avis installed changing rooms in their car rental spots making preparation to the journey painless and friendly. Above that they introduced option to rent a car with chauffeur and installed in their cars a system automatically calling for rescue once the airbags in the car had opened or remote diagnostics of the car.