SourceBruce Temkin’s blog. I chanced upon this great eBook that Bruce Temkin wrote way back in July 2008 and kindly put it on his blog. You can get the original eBook here. Bruce is a Vice President & Principal Analyst at Forrester Research (focusing on customer experience).

The 6 laws as described by Bruce are:

  • Every interaction creates a personal reaction.
    • Implications:
      • Experiences need to be designed for individuals.
      • Customer segments must be prioritized.
      • Customer feedback needs to be the key metric.
      • Employees need to be empowered.
  • People are instinctively self-centered.
    • Implications:
      • You know more than your customers; deal with it.
      • Don’t sell things, help customers buy them.
      • Don’t let company organization drive experiences.
  • Customer familiarity breeds alignment.
    • Implications:
      • Don’t wait for organizational alignment.
      • Broadly share customer insight.
      • Talk about customer needs, not personal preferences.
  • Unengaged employees don’t create engaged customers.
    • Implications:
      • Don’t under-spend on training.
      • Make it easy to do the right thing.
      • Communicate, communicate, communicate.
      • Find ways to celebrate.
      • Measure employee engagement.
  • Employees do what is measured, incented, and celebrated.
    • Implications:
      • Don’t “expect” people to do the right thing.
      • Clearly define good behavior.
      • Watch out for mixed messages.
  • You can’t fake it.
    • Implications:
      • Don’t hide behind a 4th priority.
      • Sometimes it’s better not to start.
      • Advertise to reinforce, not create positioning.

Many of these laws and their implications are common sense but it’s very useful to have a comprehensive checklist that puts all important things together in one place!

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