Shep Hyken is one of the world’s leading customer experience influencers. As owner and ‘Chief Amazement Officer’ of Shepard Presentations, he has built an audience of hundreds of thousands who follow him for his opinions and predictions on the CX industry. Shep took the time to join us in Voxpro Studios.
In this episode, Shep talks about:
- The origins of his title Chief Amazement Officer
- What makes great companies ‘amazing’
- The use of human-inspired machine intelligence in CX
- Excelling at effortless experience
- The convenience revolution in customer experience
- The concept of ‘amaze it forward’
“It’s not about getting help when I need it – but about the overall experience being easy.”
In the following extract, Shep explains how the convenience revolution has transformed CX using ride-sharing company Uber as an example.
“One day the editor for one of my books said, ‘why do you choose the companies you choose to write about?’ I said, ‘Well, I’m always looking for rock star companies’.
“Everyone recognises certain names but how about companies that aren’t recognisable? Why do I like them so much? Because they are just easy to do business with. It’s not about getting help when I need it but about the overall experience being easy. I thought, ‘has anyone ever written a book about the overall experience being easy and convenient?’ I started to do research and realised that no, there hadn’t been. So I wrote the book ‘The Convenience Revolution’, which is all about the end-to-end journey.
“I’ll give you a great example. There are six convenience principles. Number one is reducing friction. That is part of all six principles but some companies have made it their mission to reduce friction. It’s their whole value proposition.
“When I agree, I can actually watch the driver on the map coming toward me – no stress, no anxiety.”
“Uber is a great example of that. There is Lyft and there are other competitors but Uber may have been the first to the market. I used to live in the suburbs and if I ever needed a taxi cab to take me to the airport, I would have to call for that cab. I would call in the morning and ask when the cab is going to be there. The cab will be there in 15 minutes – great! Maybe the cab will have gotten there in 15 minutes or not but I remember more times than not, picking up the phone to call the taxi cab company and saying, ‘where is my cab?’ Then you hear the dispatcher calling the cab saying ‘where are you?’ He’s three minutes out. So once the driver gets to my home, I get in and he or she says ‘where are you going?’ I say ‘the airport’. They start the meter and I get to the airport and they tell me how much it is and I have to pay for it right there and then.
“Well what Uber did is they took away all of that. I don’t call the company. I just look at my phone, open up the app. I can see all the drivers nearby. I know exactly how far away they are. I start to type in the address where I’m going. It auto-populates so I only have to type in a few letters and then it tells me how much it is going to cost before I decide that I want to definitely go with Uber. “When I agree, I can actually watch the driver on the map coming toward me – no stress, no anxiety.” When he or she finally does show up, I get in. They know me by name, they know where I’m going immediately. I don’t even need to tell them. And when I get out of the car, I don’t have to pay at that moment, it is automatically taken care of because it is in the system.
“The only friction that’s left is the actual drive. And we’re not going to get rid of that until we get to a point where we can teleport like Star Trek!”
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This blog post is part of the Voxpro Effortless Experience series. The Effortless Customer Experience Summit is taking place in San Francisco on June 27th. Organised by Voxpro and its parent company TELUS International, the event brings together experts in the field of customer experience from major companies such as Google, Bird, Zuora and Wix to discuss ways to reduce customer effort, how to deliver great digital CX at scale and much more besides. For further information on the event, contact Emma Kenneally or Claire Kavanagh or check out the agenda here.
Stay tuned for more content on the topic including podcasts, Q&As from speakers and an e-book.