Experience design is product management

Written By Think & Do

📝 Podcast Review: Secrets to Improving Customer and Employee Experiences from This is Product Management #316

Estimated Reading Time: 3.5 minutes - time saved 20 minutes!🔥

In this episode of "This is Product Management," host Rodney Knowles interviews Tricia Houston, founder and COO of the Experience Build Group. Tricia shares her insights and secrets on how to improve customer and employee experiences. The conversation covers various topics, including the importance of a customer-centric mindset, bridging the gap between digital and physical experiences, and the connection between customer and employee experiences.

🌟 Theme 1: Customer-Centric Mindset

Tricia emphasizes that creating a great customer experience is everyone's job and should be approached as a mindset rather than a department. Companies that have a customer success or customer experience department alone will not be able to fully deliver on customer expectations. Tricia suggests starting small and building from there. By focusing on specific touchpoints or areas of improvement, companies can make a big impact. For example, improving signage or adding a new feature to an app can have a domino effect on the overall customer experience. Tricia also highlights the importance of listening to customer feedback, both quantitative and qualitative, to identify areas for improvement. By starting with small changes and continuously iterating, companies can create a customer-centric culture.

🔍 Practical Tip: Try analysing open-ended responses from VOC surveys to uncover potential gaps and areas of improvement. This qualitative feedback can provide valuable insights into customer pain points and help prioritise areas for further investigation.

🌟 Theme 2: Bridging the Gap between Digital and Physical Experiences

Tricia discusses the challenges companies face when bridging the gap between digital and physical experiences. She mentions two types of experience gaps: unintentional and intentional. Unintentional gaps, such as a lack of communication between digital and physical touchpoints, need to be addressed and closed. On the other hand, intentional gaps, like those created by companies like Aldi to save costs, can be acceptable if clearly communicated to customers.

🔍 Practical Tip: Map out the customer journey and identify areas where digital and physical experiences intersect. By understanding these touchpoints, companies can ensure a seamless and cohesive experience for customers.

🌟 Theme 3: Employee Experience and its Impact on Customer Experience

Tricia emphasizes that the employee experience is the foundation of the customer experience. She believes that the customer experience is a byproduct of the employee experience. To ensure a positive customer experience, companies need to focus on preparing their employees and aligning them with the company's vision and values.

🔍 Practical Tip: Think about the "other business" your company is in, beyond its core product or service. For example, Chick-fil-A is in the leadership business, not just selling chicken. By aligning employee activities with this broader business perspective, companies can create a cohesive and customer-centric culture.

🌟 Theme 4: Customer Research and Understanding

Tricia provides guidance on conducting customer research. She advises starting with a clear understanding of the research objective, whether it is to gain a broad understanding or to predict behaviour and opinions at scale. Tricia suggests starting small and not overcomplicating the process.

🔍 Practical Tip: Understanding the customer is a continuous journey, and companies can start by identifying gaps and learning from even a single customer's feedback.

📖 Summary

Overall, Tricia Houston provides valuable insights into improving customer and employee experiences. By adopting a customer-centric mindset, bridging the gap between digital and physical experiences, and prioritising employee experience, companies can create a culture that delivers exceptional customer experiences.

Timestamps:

  • 00:00:05 Introduction to Tricia Houston and the Experience Build Group

  • 00:03:35 Providing a starting place for understanding customers

  • 00:07:50 Bridging the gap between digital and physical experiences

  • 00:10:04 Importance of customer research and identifying gaps

  • 00:13:30 Being your own customer and thinking through that lens

  • 00:16:31 Connection between customer and employee experiences

  • 00:17:43 Getting everyone to row in the same direction

  • 00:19:32 Employee training and the role of customer understanding

  • 00:21:22 Personal recommendation: Libby app and "4000 Weeks: Time Management for Mortals" by Oliver Berkman