National CX
Customer Experience : Moments Of Truth For The Nation
By Carolyne Gathuru
In the school of customer experience thought , a moment of truth is defined as a moment in the course of the customer journey with a brand , that is most likely to be a tipping point toward determination of how they feel about the brand , thus governing their entire experience with it . This is applicable to both external customers interacting from without , as well as internal customers that work in and for the brand .
In the context of this discussion therefore , the Nation Kenya shall loosely be defined as the brand , and the citizens as the internal customers living and experiencing the brand internally . The nation has reached a tipping point , with several customer moments of truth arising from the recent uprising towards democratic expression by citizens , on the direction they wish the country to be led from a governance perspective .
CX tipping points are precarious because they determine the immediate , medium term and long-term brand outcomes that could ‘ tip ’ in any direction . Malcolm Gladwell in his debut book “ The Tipping Point : How Little Things Can Make a Big Difference ” defines a tipping point as " the moment of critical mass , the threshold , the boiling point ” which is exactly where the nation has reached at the moment .
Gladwell goes on to describe the three agents of change in major tipping points as : The Law of the Few ; The Stickiness Factor ; and The Power of Context . All very applicable to the nation ’ s brand leaders who need to take note and apply towards the re-routing the current turbulence towards tranquility .
The Law of the Few
The current clamor for the voice of the citizen as the internal customer of the nation to be heard on matters policy and governance , has taken on various dimensions with the noise getting louder on all platforms .
The ongoing revolution has seen the proverbial Gladwell messengers with their social skills in the form of ‘ connectors ’ ( people who know lots of people ) continue to use their social media influence on various social sites , to communicate messages that inspire and persuade the populace to action . These connecters continue to serve as an anchor of significant social power , causing the viral communication pandemic , that has triggered citizens to gather information from all sources and share for amplification , resulting in supersonic communication speeds .
The ‘ Mavens ’ that serve to bridge the people gap and provide a teaching service for the absorption of new information , have been and continue to be the oxygen of the revolution . There has been an outpouring of civic education that has by far presented unprecedented levels of awareness in the nation . The constitution has been studied and broken down into palatable pieces for different internal customer groups using different media including ; video and audio explanations , social media informative posts in flowing series ’; templates and frameworks for public participation for legislative consideration ; translation of various constitutional items into mother tongue for engagement with rural folks ; as well as online town halls , discussion fora
and gatherings . Never has there been a time in Kenyan history where the guiding tenets of the land have been understood by as wide a variety of citizens , out of the preserve of the legal fraternity and other associated persons .
The ‘ Salesmen ’ have served to persuade the internal customers into action . Their words and deeds have caused a rising patriotism , winning over even the initial skeptics . The current revolution - initially branded as a ’ Gen Z ’ revolution given the frontline bravery of this generation calling for the much-needed change - has been turned around by the sales people who have so inspired and persuaded the entire nation , causing other generations to desire active association up to and including wanting to be identified with the revered ‘ Gen Z ’. The sales people have convinced participation from all walks of life including prayers for those so inclined , financial donations for medical bills , medics support , legal aid support , food and water provision , transport and communication for the frontline fighters .
The law of the few has been at play with razor sharp alignment , and it would behoove the governors of the nation to return to wisdom , be authentic , and partner with this already existing resource to fix the areas that need fixing .
The Stickiness Factor
The Stickiness Factor as elucidated by Gladwell , makes reference to content that causes memorability and consequently retention , stemming from understanding and relatability . The use of humor as a factor for cohesion , uniting the internal
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