Podcast ¦ CX Passport: The one with real CX research – Nicole Kyle Managing Director CMP E169

Summary

Nicole Greenberg is a co-founder and managing director of CMP Research, specializing in the future of work and its impact on customer experience. With a background in journalism and a strong curiosity, Nicole is passionate about understanding the psychology of individuals and how it influences their customer journey. In her research, she discovered that personalization, ease, and speed are the top drivers of customer satisfaction in self-service experiences, while issue resolution is less prioritized.

Key Points

• Customers have a strong desire for self-service but often don’t use it due to a disconnect between preference and the actual experience.
• Personalization is the number one driver of customer satisfaction in self-service, followed by ease and speed, and then issue resolution.
• Customers value having control over their experience and having it tailored to their needs, even if it means their issue takes longer to resolve.
• Companies should invest in improving the self-service experience by focusing on personalization, ease, and speed.
• Understanding the psychology of customers is key to designing self-service experiences that meet their preferences and deliver a delightful experience.

Key Statistics

• About 75% of customers want more control and self-sufficiency in their customer journey.

Key Takeaways

• Companies should prioritize personalization, ease, and speed in their self-service offerings to drive customer satisfaction.
• Issue resolution, while important, is not the top priority for customers in self-service experiences.
• Investments in customer journey mapping and understanding customer psychology can lead to better self-service experiences.
• Effortless and tailored experiences are highly valued by customers in self-service.
• Companies should consider the customer psychology when making tech and automation purchasing decisions to ensure better customer adoption.