My favorite clothing brand is Zara. I guess many people share the same love. I love their products, the style, quality, and that it’s not too expensive. It’s so easy to look trendy with outfits you buy from Zara when you have a good stylist or have a sense of fashion.
But those are not the only reasons many people or I love to buy from Zara and continue to buy even when we are unsure if we really want to buy that one shirt.
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Sometimes we put things off because we need the right systems in place, the right tools, the right systems, the right automation, and having things be just “right.”
As a fellow perfectionist, it’s not something that I am proud of, it’s just part of me for now. I think I have to get those “right” things first and out out of the way.
I think: I will do this when …, and I will… when.
And so happens when creating a new product, service, or even setting up a new structure in your team.
The best way for the systems to properly work is when the base is right.
The base is never right from the first time.
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If your customers have a bad experience with your brand, they will call customer service. And if your customer service can’t help, say goodbye to having repeat customers.
Here’s an example:
Let’s say you applied for a specific service.
There is a waiting period for you to get it approved and processed.
They come back to you via your preferred method of communication, email, to let you know that there are some missing documents or information to process your application.
You proactively update all the information and send it back.
Then you wait.
Nothing happens.
You start wondering, Did they see my update? What happens now?
You exercise your patience.
Until one day, you have had it.
And so you recheck your email to see any sign to communicate back with them.
The email they sent you is a “No-Reply” email so when you try to reply and ask about the progress, the email delivery fails.
You notice that there is a note that tells you, “If you require assistance, please contact X.”
Then you find no mention to X’s email or any contact information.
You get frustrated.
Then, you pick up the phone and call customer service.
…
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I was chatting with my friend’s mom when she asked me, “what do you do?”
And then I was, hmmm… That would take some time to explain.
“I am a management consultant. I work in customer experience,” I said.
She looked at me with a perplexed look that tells me what does that even mean.
I guess so many people don’t know what does customer experience really means. Is it customer service? Marketing? Sales? Strategy? Operations? Wait… Designer?
And no, it’s none of the above, and yet we do touch upon all of the above.
Wait, what?
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I am often asked if Customer Experience is the same as Customer Service when I tell people what I do.
The short answer is: No. They are not the same.
Customer service is only one aspect of the customer experience. It’s one interaction with the customer. Customer experience, however, is everything the customer goes through when interacting with a brand.
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If you are a creative person, chances are you have read “The Art of War” by Steven Pressfield. And if you didn’t, you might want to give it a read.
Art and war? How would these two come together?
The reason Steven Pressfield associated art with war, is that internal struggle. Yes, there is a war, but not with the external world. It’s from within. It’s from within us.
Steven Pressfield explains how resistance keeps us from doing the things that will elevate our souls.
“There’s a secret that real writers know that wannabe writers don’t know. And the secret is this: it’s not the writing that’s hard. It’s the sitting down to write—and what keeps us from sitting down is Resistance.”
-Steven Pressfield.
We shall find the balance between seeing the “big picture” and being in the “present.”
It’s true. We could only be fueled by vision when it’s in sync with our values, which could only happen when we take a step back and look at the “big picture.”
But then, the “big picture” must be removed from our conscious. Because when we only focus on it, we tend to think about the different possible “future scenarios.” And we won’t be able to get ourselves off the thinking track of “What if? What could be? What’s possible?”
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All the time in the world won’t help if you can’t focus, especially when you know what you can do when you are focused.
When we can’t focus, we tend to procrastinate and undermine our capabilities. What we used to do can’t be done anymore, and what was never attempted doesn’t even seem possible. We can’t get ourselves to do the work because we don’t “see” the point.
But there is something about showing up. You drag yourself, sit and say, “Hey, I am ready now,” only to find yourself numb. Then, you doubt yourself, “Is it even worth it to show up again?” You tell yourself, “Trust the process,” and show up again. The second time, you are still not focused, but you give it a try. It sucks, but it doesn’t matter. You tell yourself, “What is this sh*t?” Then, you pat yourself on the shoulder and say, “Hey, at least I am doing something.”
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If you know me and know how much I love shoes, you would know that I am the kind of person who would buy 12 pairs of shoes in one day. Yes, I said it—12 pairs in one day.
This means there is a high chance I own a pair of TOM’s shoes, which I do, by the way. I love the shoes because it’s beautiful and comfortable. A great combination, right?
But my love for it grew when I learned about its purpose and values.
What are TOM’s purpose and values?
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The worst advice I have received: “Stop writing.”
I got that advice from a best-selling author who wrote multiple books and a very successful blogger. I looked up to her and thought, “Only if I could have my blog be as impactful as hers one day,” followed by a sigh and then by following her advice.
Her intent was genuine, she shared what worked for her, and perhaps even if I followed her exact footsteps, I would have had the same results. She meant well—that I know. The idea was not to stop writing because writing is bad, but she wanted me to take a step back, do the customer research that I can’t emphasize how much is important, set a strategy, and then, only then, I would start writing. I fully agree with her, and that’s the kind of advice I would give as well.
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