Nov 14, 2020
What happens when you get three Customer Experience
Pioneers together to discuss the past, present, and future of
Customer Experience? This episode of The Intuitive Customer, for
starters. Recorded in celebration of the recent CX day, Colin joins
fellow experience experts and champions Lewis Carbone and Joe Pine
to talk all things Customer Experience.
Lewis Carbone is the author
In: How to Keep Customers Coming Back Again and
Again and the founder
Joe Pine is the author of the book that started it
all, The Experience
Economy. He and his partner, Jim Gilmore, are true
pioneers of the Customer Experience movement and the founder of
their consultancy, Strategic
There are a few things from this discussion everyone
should remember in today's business environment, which include:
- Each of us has failed at some point during our
career in one way or another.
- For my part, I often operated with the mindset that
valuing the emotional connection that the Customer Experience
evokes is an opinion everyone shared. However, I learned that tying
your work to measurable results is the proper way to obtaining that
shared mindset, and it is a value that I espouse to this day. If
you don't tie your work to results, you will likely find that your
mindset is your own.
- Pine made the mistake of underestimating how
difficult it would be to get companies to be the first to undertake
a Customer Experience improvement program. Failure is a
possibility, and, for some organizations, too much of one. Pine
learned that what you design and what you deliver might not produce
the results you intended when you mix in real-live customers. As a
result, he advises his clients to reserve around 20 percent of
their budget to make real-world adjustments for those parts of the
experience that aren't working as they had hoped.
- Carbone said his mistake was not being clear enough
with people what the real meaning of Customer Experience is. There
is not the depth of understanding that he assumed, and he believes
that to fix it, we need a new way of talking about experiences that
use distinctive language that better defines the concept for
- The future of customer experience is infused with
technology and data.
- I have a passion for a new concept called Customer
Science, which combines technology with artificial intelligence and
mountains of data to predict customer behavior. The data-based
approach Customer Science provides is an excellent path to
anticipating your customers' needs and increasing your emotional
bond with them.
- Pine agrees, adding that the shift from physical to
digital experiences occurring with the COVID-19 Pandemic has
accelerated this fusion of technology and psychology. He sees the
value that an organization can generate by amplifying in-person
experiences with digital ones and capitalizing on their desire for
meaningful experiences that they value more than stuff.
- Carbone sees the future of Customer Experience in
the cultures of the organization. Champions of the concept
should build a culture that echoes the sentiments of their desired
experience within their organizations. Moreover, the idea that
science and art combine to create a higher level of experience
management has begun to transform how companies approach
business-as-usual. Carbone says using technology and humanity
combined can create what he describes as Experience Management
- There are things you can do right now to prepare
for the future of Customer Experience at your organization.
- In addition to tying your efforts directly to
return on investment (ROI), I advise champions of Customer
Experience to determine the lifetime value of customers they serve.
Often this amount helps justify expenses for an experience program
that demands an organization's resources. Also, I encourage
organizations to identify ways to improve the experience that take
advantage of the most significant opportunity rather than only
fixing the problems. The ROI on delivering a solution for a
substantial opportunity is far more valuable than repairing a small
problem that has costs associated with it.
- Carbone suggests deepening your understanding of
how customers think vs. what they think. When you understand the
role of unconscious thought and emotions and the influence they
exert on our actions, you have an opportunity to surpass the
benefits of customer centricity and reap the rewards of a
customer-driven business model.
- Pine says preparing for the future means making a
few adjustments to your thinking. First, he wants organizations to
realize they are in an experience economy, not a service-providing
one. Next, he encourages businesses to consider what they would
change in their experience offering if they charged admission for
it. That mindset is the correct one for innovation and the creation
of a good experience that customers think is worth having. Finally,
he wants a focus on the individual reactions that highly-customized
To discuss this further contact us at
Beyond Philosophy help organizations unlock
growth by discovering customers' hidden, unmet needs that drive
value ($). We then capitalize on this by improving your customer
experience to meet these needs thereby retaining and acquiring new
customers across the market.
This podcast is produced by Resonate Recordings. Click here
find out more.