Below is an Autogenerated Transcript

I remember as a kid when my dad would take the lawn mower down to the service center. Remember that? That was the place you went with the spare parts, and they had the people who could fix the thing that broke. And that’s what service meant, at least back then. So, for example, we’re still doing that today: break, fix. If something went wrong, field service goes out in the truck and they’re there to actually recover the situation. Nothing wrong with that. But that’s not all that service means today.

So then we step up. There’s been this evolution of don’t just recover but actually satisfy the customer. And I heard an example here yesterday from one of the folks in the morning session, which was – don’t just come in and fix what broke, but also take the broken one out in a way that I actually am not inconvenienced, like, you know, completely satisfy me. Okay, great. And of course, all of our scores are like satisfied, unsatisfied, very satisfied, not very satisfied. That whole era of scoring was associated with this.

But the field is not static. And so then Jan Carlzon wrote that book about Moments of Truth, which became Moments of Magic and became… And so, in other words, don’t just satisfy me, delight me, you know, do something special. So Google starts to serve lunch. Or you do that one little extra thing and you’ll find that moment. But it’s like a moment and a moment and a moment and a moment. And so it’s very episodic and it’s not consistent.

So then what happened? Your field, our field evolved again. And it became – don’t just delight moment by moment, actually take care of the overall journey. Reduce my customer effort. Follow me across multi channels or omni channels. Carry me from the very beginning when I’m learning about your product all the way through the selection and the purchase and the installation and the training and the use and the maintenance and the upgrade and the replacement, all the way through. And you know what? Different people have different journeys. So then we’ve got to get everybody on the team understanding this, that it’s not just about your point of contact. You’re part of this overall larger journey.

And then it evolved again. So don’t just create a great experience for the customer. Do it in a way that enhances their loyalty to us as a firm so that we’re getting the positive referral. This is that whole era, you know, NPS and where you’re actually looking at social advocacy and you want them to be an ambassador for you and making positive referrals to other organizations. Great.

But that’s not all, because post the era that we all just went through globally in terms of health, given all that’s going on now in terms of the concern around mental wellness and well-being and staff, you know, da-da, da-da. It’s evolving again, and it’s going to a level now we haven’t really seen before across technical industries, across B2B and B2C and even government agencies. It’s – don’t just serve me, don’t just fix it. Don’t just give me a good experience. Don’t just delight me, don’t just, you know, have me become your ambassador. Actually take good care of me.