cover of episode #49 Why You Need to Be Easy to Do Business With

#49 Why You Need to Be Easy to Do Business With

2024/9/25
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Experts of Experience
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David Avrin
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Lauren Wood：探讨了在竞争激烈的市场中，如何通过减少客户摩擦来保持竞争优势的重要性。采访嘉宾David Avrin强调了客户驱动因素的转变，从质量和承诺转向速度和便利性，并指出了企业常犯的错误，例如假设对企业有效的方法也对客户有效。他还讨论了客户体验中摩擦的来源，包括时间浪费和缺乏解决方案的程式化同理心。 David Avrin：指出企业常犯的错误是假设对企业自身有效的方法也对客户有效。他强调客户优先考虑速度、便利性和流程的简易性。他认为质量是进入市场的门槛，而速度和便利性才是竞争优势的关键。他还讨论了客户体验中最常见的摩擦来源，例如时间浪费和缺乏解决方案的程式化同理心。他建议企业应该让客户更容易提出投诉，以便及早发现并解决问题，避免负面评价在网上扩散。他还强调了客户体验和客户服务之间的区别，前者涵盖了与品牌的所有接触点和互动，而后者仅仅关注如何善待客户。他建议企业应该利用客户体验作为竞争优势，成为客户的安全选择，提供快速、便捷和简单的服务。他还谈到了AI技术在客户体验中的作用，建议企业应该将AI用于处理简单的常见问题，以便腾出时间处理更复杂的问题。最后，他还分享了一些关于客户体验的书籍和资源，并建议企业领导者应该关注更广泛的市场趋势，并对客户期望有敏锐的洞察力，同时也要平衡技术效率和个性化的人际互动。

Deep Dive

Chapters
Businesses often mistakenly assume their internal efficiencies translate to a positive customer experience. However, customers prioritize speed, simplicity, and convenience over other factors, especially in today's competitive market where quality is often assumed. This highlights the need for businesses to adapt to this shift by streamlining processes and reducing friction.
  • Customers prioritize speed and convenience over traditional factors like quality and commitment.
  • The most common source of friction is the perception of wasted time.
  • Businesses should focus on reducing friction and streamlining processes to enhance the customer experience.

Shownotes Transcript

On this episode, author David Avrin discusses the importance of being easy to do business with and reducing customer friction in order to stay ahead in a competitive market. He emphasizes the shift in customer drivers from quality and commitment to speed and convenience, plus, he highlights the common mistakes businesses make, such as assuming what works well for them works well for their customers. He also addresses the sources of friction in the customer experience, including perceived time wasted and scripted empathy without resolution. 

Tune in to learn:

  • Businesses often assume what works well for them works well for their customers, but the drivers of customer choice have shifted to speed and convenience.
  • The most common source of friction in the customer experience is the perception of time wasted.
  • Companies should focus on resolving issues quickly and providing a positive experience to avoid negative online reviews and customer complaints.
  • Being easy to do business with and minimizing customer friction can be a competitive advantage in a market where everyone is good.
  • Businesses should understand customer preferences, address issues promptly, and be the safe choice to leverage customer experience as a competitive advantage. 
  • Customer experience is the new marketing, and organizations need to focus on how customers feel.
  • Leaders should have a finger on the pulse of customer expectations and be forward-thinking in their approach.
  • There is a difference between customer experience and customer service, with customer experience encompassing every touchpoint and interaction with a brand.

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