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Customer service Engagement Marketing

Critical Questions for the Customer Experience

There’s an interesting guest post on Customers Rock! about customer experience and emotion by Colin Shaw, author of The DNA of Customer Experience. He writes that companies still don’t get the reality that more than half of a customer experience is about emotions – feelings that can either drive value or destroy it.

So when he meets with companies, he asks two critical questions:

  1. What is the customer experience you are trying to deliver?
  2. What are the emotions you are trying to evoke in your customers?

These are great thought-provoking questions that I’d like to take further by substituting “employee” for “customer”:

  1. What is the employee experience you are trying to deliver?
  2. What are the emotions you are trying to evoke in your employees?

After all, the customer experience starts with the employee experience.

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