That is a slightly misleading title, because there aren't actually that many maverick ways to do good CX- at least according to James Dodkins. He was a real life rockstar, but has since done a career 180 and become an international keynote speaker. His approach to amazing customer experience is generally fairly simple.
Essentially, it's about doing the basics, but doing them well. And while this may sound a little pedestrian, it's often something that's overlooked by companies in pursuit of the spectacular. It's difficult to do the spectacular without having the fundamentals in place - which is a strategy at the heart of James' work.
1. Roll Out The CX Six
"There's two parts of customer experience. There's the goal - (which is) the outcome that they actually want to achieve, and then there's the journey towards getting there.
The CX six are the six elements that you tend to find in really good customer journeys and they're not going to blow your mind, you're not going to hear them and go “Oh my God, this has completely revolutionized the way I think about customer experience forever' because they're all quite simple things.
But the problem is if we're not careful, we can fall into the trap of the obvious becoming the overlooked. And I think a lot of companies that. They really overlook the obvious in customer experience. So the CX six are easy, fast, convenient, trackable, personalized, and predictive."
2. Make The Customer Journey Easier
"So basically you just map out every single touch point in your experiences and you do a thought exercise, where you start at the very end, start at the last one, and ask yourself the question - what could we do to remove this interaction forever? and then you come up with a rule and then you move on.
However, you have to go through every single one of the interactions, every single one of the touch points. And you can't use the same idea twice. So for instance, if you say, okay, we can remove this one by doing an app, you can't use the idea again. You have to come up with a unique idea every single time.
It's a thought experiment almost. Like for instance, payment (you say) “I don't want to remove it.” Doesn't matter. Just go through the motions. You might come up with a crazy new idea that means your customers never have to pay you any more because you've got a fancy, intricate network of sponsorships."
3. Test Your Own CX Process
"I am a fan of doing it internally. I like customer experience professionals doing it internally for themselves, looking at the experience yourself and saying, okay, on a scale of one to 10, how easy is it? On a scale of one to 10, with 10 being the fastest experience in the world and go all the way through.
Measure it before your improvement, and then measure it again after improvement. You can get a whole team of people to do this. The more people you get involved doing this the better, because you're going to get a much fairer score. If you're marking your own customer experience improvement, theoretically, you're going to give it 10 For everything.
It's a good internal benchmark because I think when you get to the point that you put out a new experience or an improvement, and then you go "right now, we have to find out if it's any good or not" and then you go and ask the customers…but I think you need to take that extra step beforehand of measuring it yourself internally."
4. Be Proactive Not Reactive
"The proactive part is you fix the experience… before the customer even has a chance to complain, sometimes before the customer even knows that something's gone wrong.
So we'll use the flight example. There's a four step framework…it's identify, monitor, communicate, compensate.
Identify the things in your experiences that piss off your customers…then monitor the experience…to notice when that happens, then when you've noticed it happen in real time, you communicate to the customer that something's gone wrong and that you're on it.
Then compensate, It doesn't have to be a monetary compensation. Some sort of gesture goes a long way towards changing how a customer feels, but pretty much only when they haven't had to ask for it. Cause if I have to call up and kick up a fuss to get you to give me something, to put it it loses all meaning.
The deal with this is supposedly only 4% of dissatisfied customers are going to complain and the overwhelming majority of the rest will just vote with their feet, never use you again…so it means so every four complaints you get, there's another 96 customers out there that are just as unhappy, but aren't the type of people to complain. If you're only putting things right for that 4% of the people that actually complain, you're missing a massive opportunity."
5. Alway Measure Your ROXI
"When you are doing return on experience investment, ROXI as I like to call it, there's four areas you need to link stuff to. Customer acquisition, if we do this thing, are we going to get more customers? Customer loyalty,
if we do this thing, are they going to stay for longer? Wallet share, if we do this thing, are they going to give us more money? And cost, if we do this thing, is it going to cost us less to serve? Is it going to cost us less to operate?
If you can link your customer experience and process initiatives back to those four things, you're going to get the attention of the right people that get to pull the strings.
With older organizations there's a lot of stuff that's happening that doesn't need to happen anymore. If you go down the route of being really customer centric and aligning everything you do towards the delivery of customer success, you start to ask yourself the question, do these things contribute towards customer success?
If it doesn't and you ask yourself, why are we doing (them)? There might be a good answer, but a lot of times there isn't, you're just doing stuff because it's always been done."
James' methods are innovative while still being straight forward - but that is the key to delivering exceptional CX. If you put yourself in the shoes of your customer and think how you would like to be treated, it's an excellent place to start. Messaging channels are the modern method to connect with customers and the only real way to ensure success if you're trying to implement the CX6 and Proactive Experience Recovery. You can read more about delivering exceptional digital customer experience here.