The Dress and Customer ExperienceThe recent viral picture of a dress that caused many debates on its true color can teach us a lot about great customer experience. If you are not aware of this event, by all means check it out on BuzzFeed, where the debate raged on in the socialsphere. Now, it’s possible that many of you spent the evening debating the color of the dress with your family, friends or significant other, and you may have come to realize that the reason the dress appears differently to some people has to do with one’s “left brain/right brain” dominance.

As much as we expect others to collectively visualize, read and interpret things the same way, we are all uniquely wired with many different traits. In the world of providing great customer experiences, it’s critical to realize that each customer is unique and may not react in ways we expect, or the way most others do.

So how do you create a customer experience that can adapt to the breadth and unique qualities of each individual customer you engage with at all times:

Here are three important tips:

  1. Abolish the 80/20 rule – While it may be impossible to please every customer, we have to strive for more than eighty percent. One hundred percent satisfaction is the true target and should be taken seriously, not just thought of as statistical causalities. What is your plan to address the missing twenty percent?
  2. Focus on flexibility – Journey mapping can help visualize the perfect experience, but how flexible are you making your customer journey? For instance, can customers talk to an agent or get self-service at any point in the journey, across all channels? Remember customers that require service can have a heightened level of emotion and require unique and personalized service. How flexible is your service?
  3. Make it Personalized –  Are you using metadata and cross-channel information to identify your customer early in the journey? Are you recording customer preferences and empowering your agents to truly understand the needs of each individual customer? Delivering context to your agents every step of the way during interactions is key to delivering a seamless and consistent customer journey across all channels and touch points.

Now, the dress may look black and blue to some and white and gold to others. Such is the nature of human engagement and customer experience. We may see things differently, but as humans we want our experiences to be engaging, flexible and personalized.

If you’d like to learn how your company can handle the new influx of personalized, digital channels, check out out the video on Winning CX in a Digital and Multichannel World below:

As for the dress, well it was definitely black and blue (at least that’s what i see).

Thanks for reading!