Great experiences aren’t accidents, they’re engineered

Jon Picoult, a customer experience expert and author of "From Impressed to Obsessed," joins The Experience Edge podcast to challenge a common CX misconception: that customer satisfaction is enough. In this episode of the Experience Edge, Jon delves into the intricacies of designing outstanding customer experiences and outlines why they don’t happen by chance.

Here’s why aiming for mere satisfaction is aiming for mediocrity—and how to truly impress your customers.

Satisfaction Is Not Enough

"Customer satisfaction is a one-way ticket to the business graveyard," Picoult boldly states. Why? Because satisfied customers defect all the time. To drive competitive advantage, you need to go beyond satisfaction and leave an indelible impression that cultivates repurchase and referral behavior.

The Bar Is Lower Than You Think

Contrary to popular belief, impressing customers doesn’t always require expensive, white-glove treatment. Given how low the bar is set across most industries, consistently nailing the basics can actually be surprising and impressive to customers.

Picoult offers a simple example: when a customer service rep promises to call back with information by a specific time and actually follows through. This basic act of honoring a commitment can leave a lasting positive impression simply because it’s so rare in today’s business landscape.

Balancing Fundamentals and Delight

A robust CX strategy should focus on both nailing the fundamentals consistently and introducing elements of delight. However, Picoult cautions against jumping to "shiny object" solutions before mastering the basics. He advises:

1. Stay close to customers to understand common frustrations with your industry.

2. Monitor customer behavior, including "digital body language."

3. Look for friction points that customers may not explicitly report.

Stepping Into Your Customers' Shoes

One powerful tactic Picoult recommends is for executives to regularly experience their own customer journey firsthand:

• Call your customer service line.

• Go through the process of setting up a new account.

• Try to execute transactions on your website.

This exercise serves two purposes:

1. It reveals actionable insights for improvement.

2. It emotionally motivates leadership by exposing pain points they may not have been aware of.

From Insight to Action

Once executives gain these insights, the challenge becomes influencing the organization to make changes. Picoult suggests:

• Socializing the reality: Share concrete examples of experience gaps with employees.

• Empowering teams to identify and report similar issues.

• Setting the expectation that everyone is responsible for improving the customer experience.

The Takeaway

In a world where mediocre experiences are the norm, consistently delivering on basic promises can set you apart. By focusing on creating memorable impressions rather than just satisfaction, companies can build true customer loyalty and gain a significant competitive edge.

If you want to hear the entire conversation, watch the podcast with Jon and Jochem on The Experience Edge.

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