peculiarities around different customer groups to inform service plans , and the second promotes the dismantling of what may turn out to be generalized assumptions . It ’ s an almost damned if you do and damned if you don ’ t customer experience quagmire , to try and navigate the Know-Your-Customer space , without the overarching shadow of discriminative thought .
Can it be done though ? Can distinctive customer experience plans be put in place and delivered devoid of the silhouette of prejudicial leanings ?
The world is full of stereotypes . Some historical and some emergent over time as different human dynamics morph . These are typically responsible for varying aspects of human behavior past and present and customer experience excellence leans towards stereotyping customers both in the product and service space .
The lenses through which organizations view customers are tinged with their buying power , and what differentiates the different purchasing groups and knowing customers in and out , works well in the bid to serve them better .
Something needs to be addressed though ? The figurative posit by George Orwell in his famous book Animal Farm that “ All animals are equal , but some animals are more equal than others ”, is something the brand , marketing and customer experience fraternity need to reflect upon and determine if indeed - All customers are equal but some customers are more equal than others ?
Designing products and services with different customer groups in mind does not contravene good brand practice . Knowing and fully understanding customer characteristics and qualities to enable specialized and customized responses to their needs is desirable . Creating delightful product and service experiences are fueled by understanding group dynamics , and both quantitative and qualitative market and customer research is encouraged towards this end .
What however needs to be carefully cogitated is that the boundary between observation and reflection is not crossed , and that resultant observations are not applied in a critical or judgmental way . Observations and opinions are harmless when held as viewpoints and not as
the truth . However , when an opinion pronounces itself in a harmful manner and applied as a customer truth , then discrimination can be taken as having reared its ugly head .
If the outcomes of a customer profiling exercise lead to providing customers with more exacting products and services , and caution is applied to ensure that the information gleaned from customer reviews is used to increase the positivity of the service delivery , then only good can come out of it .
If listening to the voice of the customer , applying intuitive listening to understand their situations , further asking and documenting out of the box needs and requests is done , then the ‘ customer stereotyping ’ will not be injurious .
Whilst studying customers in order to deliver appropriately is undertaken , the most basic customer needs of attention provision , responsiveness to requests , awareness and education , and resolution of service failure should never be compromised . This would ensure that the extra frills and thrills applied to customer groups with deeper pockets , does not compromise the application of understanding and supportive discernment for all .
Where every customer gets the benefit of service excellence then customers would be happy to ‘ stick-to-their-lanes ’ and quit quibbling about differential treatment . When customers are happy , they view VIP or differentiated service meted upon others as aspirational , with a view to climbing up the ladder and getting there . It is only when dissatisfaction creeps in , that other customers interpret the very same contexts as discriminatory .
When the coin is flipped , brands also contribute to customer accusations of their bias whether perceived or real . Customers who feel unfulfilled begin to make associations and attach prejudices with the dissatisfaction experienced .
When service is impersonal , customers start to query the communication , treatment and ultimate delivery , and create stories that when told often , cement themselves as real . These stories are shared in customer networks and circles , and brands do not have the opportunity to be present and clarify fact from fiction . The customer ’ s perception is their reality .
Many stories have been told of service providers profiling customers and making assumptions about their ability to afford particular products or services based on how they are dressed , and not giving them the time of day . Only to be shocked later , when the patron proves high value by purchasing a top level product , or ringing up a massive bill and swiping their payment with nonchalance . There has
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