Hockey legend Wayne Gretzky once attributed his uncanny ability to read plays to, “I skate to where the puck is going to be.” That concept applies to utility chief customer officers and CX professionals; those who are tuned into consumer expectation trends understand where their “puck” is going to be.
Cogent Reports’ Utility Trusted Brand & Customer Engagement (UTBCE) study is designed to understand customer engagement from a holistic perspective encompassing brand trust, product experience and operational satisfaction, but this blog post offers a simpler framework for customer experience. First up is marketing, which allows you to tell your customers what they can expect of you as a utility. Second, and just as important, is the actual experience customers have interacting with you—and where they judge whether your marketing was truthful or just blowing smoke.
I love to talk. Some have even accused me of getting paid by the word to which I humbly confess. I believe communication is so important that I have, quite literally, made a career out of it.
There are times; however, that I tire of hearing my own voice. Sometimes it’s because I can’t bear to repeat the concept of a hanger to my tween daughter as I navigate her bedroom like an Olympic hurdler. Other times it’s clear my message is just not getting through—which is why, recently, I stopped correcting hotel housekeeping after they delivered a “vacuum cleaner” instead of a “box of Kleenex” to my room for the third time. (I never did get my tissues, but my carpet was spotless.) Mostly though, I think it’s because I’ve reached an age when I understand how much more I can learn, grow and evolve by listening more and speaking less.
I just returned from the International Association of Business Communicators’ World Conference in Chicago. I participated as an attendee only, which afforded me the luxury of listening to fellow communicators communicate about the art of communication. I was in Heaven. Over the course of three days, one thing became clear: it’s remarkably easy to lose sight of the big picture when you’re heads down making good on day-to-day commitments. So I wanted to share a few reminders that, I believe, transcend profession or industry: