The Fundamental Truths That Define How Organizations Treat

Customers… or“nailing the customer

experience!”

The 6 Laws of Customer Experience

Research Conducted by Bruce Temkin, Forrester; Presented by Mike Karlsrud, EyeWerx

Or.. You can’t please all the people all the time!

Law #1: Every Interaction Creates a Personal Reaction.

Like Physics?Experiences need to be designed for

individuals

Customer segments must be prioritized

Customer feedback needs to be the key metric

Employees need to be empowered

Bottom Line: You Need to Understand Your Customers, Personally.

Or.. It has been and always will be about me, baby!

Law #2: People Are Instictively Self-Centered.

Uh, Really?You know more than your customers, so deal

with it

Don’t sell things, help customers buy them

Don’t let company organization drive experiences

Bottom Line: Make the shift from self-centeredness to customer-centeredness

Or.. Keep your customers close, and your enemies closer!

Law #3: Customer Familiarity Breeds Alignment

HmmmDon’t wait for organizational alignment

Broadly share customer insight

Talk about customer needs, not personal preferences

Bottom Line: An External Focus Is An Antidote To Internal Politics

Or… I’ll treat our customers like you treat me.

Law #4: Unengaged Employees Don't Create

Engaged Customers.

People are like vending machines..Don’t under-spend on training

Make it easy to do the right thing

Communicate X 3

Find ways and things to celebrate

Measure employee engagement

Bottom Line: Customer Experience Depends on Employee Experience

Or… People respect what you inspect.

Law #5: Employees Do What is Measured, Incented, and

Celebrated.

Do as I do, not as I say…Don’t “expect” people to do the right thing

Clearly define good behavior

Watch out for mixed messages

Bottom Line: Don’t Blame Employees, Fix the Environment

Or… You can’t BS a BS’er

Law #6: You Can't Fake It.

Or at least not here, anywayDon’t hide behind the 4th priority

Sometimes it’s better not to start

Advertise to reinforce, not create positioning

Bottom Line: If You’re Not Committed to Customer Experience, You Can Only Fool Yourself.