Do customers play a role in creating better experiences for themselves?

There has certainly been a lot written about putting the “customer” in the customer experience.  That is, ensuring that the voice of the customer is listened to when it comes to executing your customer experience strategy.  Journey Mapping strategies include analyzing customer touchpoints and pain points as well as documenting specific phases of the customer’s interactions with an organization’s brand.  Surveys, interviews and similar research instruments give us the specifics on what customers say about our products and services.  But my question is different.  My question centers on what responsibilities does the customer have, if any, in interacting with an organization to create a better customer experience for both seller and buyer? 

We know that many organizations struggle with the whole concept of creating a better CX for their customers.  A study by Oracle once stated that 91% of the organizations surveyed wanted to be a CX leader in their industry, but only 37% are just getting started and 21% consider their initiative in an advanced stage.  I doubt these percentages have changed much since Oracle did this study in 2013.  With organizations struggling to gain momentum to improve, customers are left to deal with less than ideal experiences and unmet expectations.  We can all agree that organizations have a responsibility for creating and executing effective CX strategies.  But is the customer responsible for any part of the process or is the entire onus on the organization to provide the experience? 

Here’s one example of what prompted me to think about what role consumers have in helping create a better experience.  I read a blog post on FlyerTalk.com about a US Airline Carrier that sent a letter to one of its top tier fliers asking him to stop abusing loopholes in their frequent flyer mileage program.  This top tier flier was also a frequent caller to the airline’s customer service organization repeatedly asking for exceptions, fee waivers and rebooking not in line with the airlines published policies.  Was it right for the airline to tell one of its most loyal customers to knock it off?  Did the customer have some responsibility in this situation to play by the rules?  While this may be an extreme example, do we as customers have an obligation to contribute to the overall experience? 

As I stated previously, there’s no question in my mind that an organization is primarily responsible for creating customer-centric experiences with their products and services.  However, I believe the customer plays a role in creating their own experience with an organization.  Such as: 

·       Having realistic expectations for the product or service they are purchasing.  Using the adage, are they wanting a Cadillac but buying a Chevy?

·       Understanding how the product works or the service is delivered to ensure needs match requirements. 

·       Reading and understanding the fine print including warranties, guarantees and service delivery times. 

·       Taking responsibility for what is a customer’s mistake versus the organization’s mistake. 

·       Treating customer service personnel with respect and professionalism and vice versa.

·       Being honest in their surveys and online ratings of the company’s performance.

What doesn’t change is the seller leading the way to ensure the experience is done right the first time, every time for the buyer who plays an integral role in the end-to-end experience.  If organizations and customers work together, I believe the result is a much better experience for both.