Yesterday I was copied on an email that immediately put me in a bad mood. The email wasn’t addressed to me directly, however it was to a large group of people and it was one of those emails. You know which ones I’m talking about. Written with a preachy tone, the email read as if the author thought we were all children. Honestly much of the content could’ve been covered in a more positive way. I believe particularly preachy parts might’ve best been handled with a small group, or one-on-one, instead of en masse. As I dismissed the email, I started to think about its significance.
Your overall customer and employee experience is like a bank account. You receive deposits for everything you do for your customers and debits for everything your business processes and communications do to your customers. Let’s call this your “CX Account.” The problem with your CX Account is that your deposits and debits are not aligned. For every small thing you do for a customer or employee, you receive a small credit. For every negative interaction, even the small ones, you receive a large debit, because negative brand experiences are always amplified through word of mouth.
If you were speaking to your accountant, he or she would say you must have more revenue than expenses to be profitable and create net worth. That’s simple math. My question for you then—thinking about your CX Account—is the balance positive or negative? Unfortunately for so many companies, the balance is negative, because it’s so easy to ignore, or not even realize, just how significant your debits are.
Thinking about the email I received, it’s another debit against one company’s CX Account. What’s worse, in my belief, is that the infraction is an innocent one. I don’t blame the email’s author, nor do I completely blame the company. You see, both were trying to accomplish the goal of communicating as quickly as possible. Unfortunately efficiency isn’t always the best goal.
I’m certain neither the author nor the company saw the message as negatively impacting their CX Account. Yet if their primary objective were to create happier customers and employees, I bet the email’s content would’ve been communicated differently, even if that meant a less efficient delivery of the message.
I encourage you to think about the balance of your CX Account. If you think it’s positive, you’re likely in great shape. However, I also encourage you to dig deeper, conduct a survey, take a few employees or customers out to lunch, or even bring in an outside research firm. The results might surprise you, because you may not realize just how much the little negatives can add up as debits in your CX Account.
So to increase your bottom line, you must first increase the bottom line of your CX Account. That is, increase your bottom line by increasing your bottom line.