January 12, 2013 Leaderlab

WOW Customer Experience

What is that extra thing that companies like LEGO, Apple, Zappos, Whole Foods and Starbucks have? Ever wondered why some organizations just stand out? We have gathered some inspiration on WOW Customer Experience before next week’s Leadership Academy session on WOW Customer Experience.

Start with the “Why?”!

In his very famous TEDx video Simon Sinek presents a simple but powerful model of how great companies and leaders inspire others to act, starting with a golden circle and the question “Why?” The video below demonstrates the power of truly exceptional companies and how they communicate:


WOW Customer Experience at LEGO

This week LEGO made headlines on the Customer Experience area, after an awesome response to a 7 year old boy who lost his Ninjago Figure. Read and learn how to WOW a 7 year old boy here.

Conny Kalcher, Vice President of Customer Experience for LEGO visited the Leadership Network in 2010 and Rebuild21 in 2011 to share how LEGO works with Customer Experience. A very systematic approach to working with Customer Experience and Engaging Consumers. Great inspiration:

Co-creation – How to build raving fans, Conny Kalcher, LEGO from Rebuild21 on Vimeo.

Measuring Customer Satisfaction: Net Promoter Score

There are many ways to measure Customer Satisfaction. Often the number of measurements and questions you pretend asking your customers grow out of proportion. This made Frederick F. Reichheld develop The Net promoter Score (NPS) – a very simple and popular method.

LEGO has together with Apple and many other global brands integrated Net Promoters Score (NPS), as a core component in measuring customer experience. Net Promoters Score is a very simple principle/score where costumers on a scale from 0-10 are asked: Would you recommend this product to a friend or a person you know? Customers answering 9-10 are promoter. Customers answering 7-8 are passives. And customers answering 0-6 are detractors.

The Net Promoters Score: NPS = % of promoters – % of detractors

Net Promoters Score is as seen a simple but also powerful measurement. It is very much aligned with research about how people make decisions about buying products, as seen from the Forrester survey mentioned above. Read more about Net Promoters Score here.

Watch Bain & Company’s Rob Markey explain and reflect on NPS:


How to work with Customer Experience in your company?

One thing is to measure Customer Satisfaction, another is how to improve it and take it to the next level. Some companies work with Customer Flow Charts, Touch Point Analysis and Patient Journeys.

To get you inspired and started, we share a scorecard that was developed in the Leadership Academy – a tailored model on Customer Experience for the ‘consumer electronics category’. Below we have scored Apple:

WOW Customer Experience Scorecard Apple

Some would argue that price should not be part of the diagram as one aligned dimension but should be a separate factor. We have kept it for simplicity. But keep in mind that where the score on the rest of the dimensions should be based on a backed or assumed customer experience – price should be scored based on an industry/category/product benchmark of de-facto prices.

Do you agree with our score of Apple? If not please comment and give constructive feedback on the dimensions! The “Brand / Philosophy /Lifestyle” dimension is what Simon Sinek Refers to as the “Why?”.

-> No one fit’s all: Reflect upon the most critical parameters that shape your Customers Experience today. If you work for a big organisation with many products lines, choose a category or select a specific product and target audience.


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