Barry Collin
Customer Experience Conversations: Barry Collin
Today, the customer experience (CX) landscape is drastically
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.
That's why we recently sat down with Barry C. Collin, CEO of
Collin Group, Inc., to discuss the state of CX today and what's in store for
the future. Barry is speaking at the upcoming Total CX Leaders Conference 2015 this week
in Miami.
Collin Group, Inc., to discuss the state of CX today and what's in store for
the future. Barry is speaking at the upcoming Total CX Leaders Conference 2015 this week
in Miami.
Here's what Collin
had to say:
had to say:
IIR: What is the
best customer experience you've had?
best customer experience you've had?
Collin: What
impresses me are outstanding customer service experiences from industries sometimes
cited for not being sufficiently customer-centric.
impresses me are outstanding customer service experiences from industries sometimes
cited for not being sufficiently customer-centric.
In a recent personal example, rarely do non-luxury car
dealers blow people's minds with stellar CX. But the dealer I purchased my most
recent car did: they went so above and beyond in addressing my every concern,
need and want that I purchased two cars that day -- one for me, one for my
wife. Since then, that dealer re-earns
that commitment from me with every predictive, polished and authentic omnichannel
interaction.
dealers blow people's minds with stellar CX. But the dealer I purchased my most
recent car did: they went so above and beyond in addressing my every concern,
need and want that I purchased two cars that day -- one for me, one for my
wife. Since then, that dealer re-earns
that commitment from me with every predictive, polished and authentic omnichannel
interaction.
Some key takeaways include:
Stellar Omnichannel CX pays. Exceeding my
expectations by such a great degree more than doubled the dealer's revenue made
on my transaction. Not just in initial sale, but in ongoing services as well.
If your industry sets the bar for CX, consider
it your baseline, not your target.
Superior customer-focused, integrated omnichannel
experiences aren't limited to premium brands. Training, attitude, the right
processes and technology can make any company achieve far beyond their
competition.
CX breeds customer loyalty. That dealer knows
they have me for life...Or at least as long as they maintain their amazing CX.
Bottom line: Show customers the love, and they'll
show you the money.
IIR: What is top
of mind for you regarding customer experience in 2015?
of mind for you regarding customer experience in 2015?
Collin: 2015's
major project for me is integrating today's new omnichannel tech tools and
processes into organizational culture. From
backend software of every type to in-store beacons, kiosks and screens, there
are an endless variety of options. Organizations are focusing on technical and
physical implementation. But often those tools upend organizational culture. And
culture eats tech for lunch.
major project for me is integrating today's new omnichannel tech tools and
processes into organizational culture. From
backend software of every type to in-store beacons, kiosks and screens, there
are an endless variety of options. Organizations are focusing on technical and
physical implementation. But often those tools upend organizational culture. And
culture eats tech for lunch.
A tech-enabled omnichannel approach is a sea change for
every company that was founded since, about an hour ago. It usually requires remodeling
the way everything is done and approached.
every company that was founded since, about an hour ago. It usually requires remodeling
the way everything is done and approached.
Resistance to change causes the majority of under-delivered
results, cost-overruns, and implementation failures today. That harms both
system providers and the companies who need to use their tools. It's costing
everyone time, money, and lost opportunity.
results, cost-overruns, and implementation failures today. That harms both
system providers and the companies who need to use their tools. It's costing
everyone time, money, and lost opportunity.
So top of mind is what I call creating 'Cultural Middleware":
techniques and approaches you wrap around implementation to effectively
facilitate migration to tech-facilitated omnichannel. Creating appropriate
Cultural Middleware is not trivial. You must address as many potential points
of resistance as possible, and key to a specific company and its organizational
culture. One size doesn't fit all.
techniques and approaches you wrap around implementation to effectively
facilitate migration to tech-facilitated omnichannel. Creating appropriate
Cultural Middleware is not trivial. You must address as many potential points
of resistance as possible, and key to a specific company and its organizational
culture. One size doesn't fit all.
For my work, I leverage the techniques I developed for
NASA's scientists and engineers. Fortunately no one needs to be a rocket
scientist to make them work for their teams! It's about bridging technology,
people and processes ' and sometimes, a whole new way of thinking. To avoid the
perils of change and complexity, those bridges are required. But the ROI is
unbeatable.
NASA's scientists and engineers. Fortunately no one needs to be a rocket
scientist to make them work for their teams! It's about bridging technology,
people and processes ' and sometimes, a whole new way of thinking. To avoid the
perils of change and complexity, those bridges are required. But the ROI is
unbeatable.
Some thoughts to keep in mind as you migrate to omnichannel
include:
include:
Most people don't like hitting reset on the way
they do their jobs. Change is not only hard, it can feel truly threatening.
You can't address push-back to process and
mindset change through executive mandate
The need for Cultural Middleware is now a
reality and should be part of every smart partnership between solution
providers and companies seeking to become omnichannel. It ensures success for
everyone, including company teams, employees and ultimately their end customers.
reality and should be part of every smart partnership between solution
providers and companies seeking to become omnichannel. It ensures success for
everyone, including company teams, employees and ultimately their end customers.
Exclusively for the Total CX Leaders Conference attendees,
I'm looking forward to presenting a keynote on my research and approach for Cultural
Middleware. Attendees will leave the
session with new understanding and realistic action items. Together we can all
move omnichannel forward.
IIR: What is your
prediction for where customer experience is going this year and beyond?
prediction for where customer experience is going this year and beyond?
Collin: This year
we'll see real movement in omnichannel CX becoming a core component of products.
The customer will see less discrete marketing, sales or customer service. CX is
a whole-company integrated offering, laser-focused on the customer.
we'll see real movement in omnichannel CX becoming a core component of products.
The customer will see less discrete marketing, sales or customer service. CX is
a whole-company integrated offering, laser-focused on the customer.
And success will all come down to who executes that integrated
offering best in their space. It's exciting times for those who will seize the
opportunity and do it right.
offering best in their space. It's exciting times for those who will seize the
opportunity and do it right.
Want to hear more
from Barry? Don't miss his keynote session, 'Transitioning to an OmniChannel
Culture by Creating Cultural Middleware' at Total CX Leaders Conference 2015 this
week in Miami. For more information about the event or to register, click here: http://bit.ly/1dGUoGj
from Barry? Don't miss his keynote session, 'Transitioning to an OmniChannel
Culture by Creating Cultural Middleware' at Total CX Leaders Conference 2015 this
week in Miami. For more information about the event or to register, click here: http://bit.ly/1dGUoGj