Carsten Ley argues that customer experience depends on company culture that genuinely cares, not just processes or profit. He points to siloed departments creating "cracks" at handovers, and shows how a Singapore bank improved experience by letting customers choose communication channels like WhatsApp and assigning a personal contact.
So as a wrap-up, and I like this painting from Andy Warhol, he took a very boring product, the Campbell's Soup, and he tried to make it fancy as part of his pop art, right? As I said at the beginning, before you even think about customer experience or trying to do anything in customer experience, ask yourself, does our company have a culture of Do we credibly care about people? Not about processes, not about profit. Do we care about people? Employees, customers. Yes? Do you, as decision maker in customer experience, do you know your customers? Do you talk to them? Do you experience them? Yes? Or are you driving all your decisions on data? I think we learned this morning Warning from Tom: customer is not data. Customer is psychological. Data is not psychological. Maybe later you are lucky, you will have AI customers, they are more logical. But at the moment we still have human customers. So please know your customers, what they feel, what they want, how they want to communicate, how they use the product, and so on. And you cannot do customer experience if you work siloed. You need agile project management. So you need people in the company, independently from where they work in the process, to come together and solve an issue for the customer. Yeah. So you have to make what we call mini projects or pilot projects. Yes. And don't let people silo you from the top. Don't let any director tell you, this is my project, you don't work That's not how it works. Because the problem is, there's a famous book, a famous CX book, where they speak about people fall into the cracks. Have you heard this expression? They fall into the cracks. Every time you write a process in your company, it goes from one department to another department. It's called handover, right? Marketing is in charge of the first part, sales is in charge of the second part, product is in charge of the third part. But exactly Only in the handover is normally where the problem happens. So there was not a good handover, or people don't understand why now they cannot talk to sales anymore, they have to talk to product. And then if you don't work together as 2 teams or 3 teams, you cannot solve it. Because it's in the middle, it's the crack. There are a lot of cracks in your company. And if you are very siloed and not agile, you cannot solve these cracks. So think about project management. So, you said that you are not a big fan of project management. So personalization, products for sure. Probably a lot of you have that already. Think about communication. How do customers want to communicate with you? And then analyze your processes and get feedback from customers on your process. Where do they fall into the crack? Where do they have problems with your process? One last example I want to give. We have a business account with a Singapore bank. Yeah, but we physically live in Vietnam, and until last year they have not given us a personal contact in Singapore. So we had— every time we had a problem, we had to, we had to call a very expensive call center with a Singapore number out of Vietnam. Yeah, and it took, it took for ages, and the call center agent didn't understand how a foreigner can have an account in Singapore, which is actually a Model of Singapore, by the way. Right? That's how they make money. So this year they solved it finally for us. We were assigned to a branch in Singapore, and my accountant has the WhatsApp and the email of one of the branch managers. That's amazing. And I think they went completely out of their process. Maybe they are even not allowed to do that. I'm not sure. But it doesn't matter. They gave us the the WhatsApp and the email. Of a personal contact in their branch to solve our problem. And of course, the official communication is via email. WhatsApp is just for reminders. Yeah, but it's amazing from a customer experience. It's amazing. And a lot of, a lot of banks would do that. Yeah, we were very happy about that.
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