I recently contacted my ISP to renegotiate my account plan (I’m sure it happens anywhere that new customer offers are way less expensive than your current plan, which, to a loyal customer, always looks kind of a fraud) and the agent over the phone stopped our conversation almost mid-sentence to clearly state that, if contacted by a third party for a CX survey, and if I was happy with the service, then the right score should be 9-10 out of 10 because (as he then pointed out) scoring a mere 8 would not give them their bonus.
My first reaction to this, while smiling and thinking of how my mother used to tell me at school that only excellence would be rewarded (the 9-10 out of 10 score), was to assure the guy that I would put the highest number available, and that I would tell my kids that the same method would be applied to them, from now on [sadistic evil mother’s face ON].
Then I started thinking of my school background, and how often a very good score did not get me gifts and rewards because it was considered as my duty, while excellence on the other hand was perceived as “going beyond duty” and therefore much more chased, sought and finally appreciated. This set the right expectations for the professional and personal life beyond as an adult.
So did this guy really gave me an exceptional CX? Did he go beyond his duty during our call? He basically called me to offer a discount that would bring my plan to an average compared to the competition, said that this was the only thing he was allowed to do, which besides I gladly accepted, as am not keen on swapping provider every other month.
But an exceptional CX? A 9-10 out of 10 score? What would be my expectation for such a score? What if he had told me that the discount he was offering was beyond his duty and he was probably not even allowed but wanted to help anyway? Even while offering the same discount, I would have probably rated this CX as exceptional, but the way he presented the offer made it seem like normal operation, so nothing really _beyond his duty.
Do you see the problem here? It’s not the rating, it’s the question to the customer.
If we set the score on another perspective, things might change. What if instead of an exceptional CX we start measuring the customer effort score, i.e. how much effort did the customer have to put in solving the problem? I basically scheduled a callback on the website and the discount I wanted came right at my door. So if the question was “in a scale of 1 to 10, how easy it was getting what you wanted?” I would have definitely rated this a 10.
Sometimes we need to make sure our expectations are set right for our CX, otherwise we risk rating with wrong mindset and encourage a culture of highly rated mediocrity while on the other hand we strive to reach perfection when it’s already in front of our eyes.
Oh, and by the way, I gave the guy a 9. 🙂