Ever built a house of cards? It’s critical to start with a sound foundation to support your later efforts. No matter how sturdy your start is, however, a wrong move anywhere along the way can bring down the house and cause all your work to be for naught.
Delivering good customer experiences is like that: You can do extraordinary work in planning the basics and even get customers to buy from you. Yet at any point along the way, a single mistake can void all the good things you’ve done and send the customer packing.
It doesn’t seem fair to those charged with managing all the elements that create good customer experiences; all that work, only to have fickle customers bail over one faux pas. Life isn’t fair, though.
Unfairness No. 1: One Strike and You’re Out
Customers now expect perfection. They’ve always expected it, really, but business was so poor at delivering it that customers came to accept flawed experiences. Think of the way your parents spoke about “the phone company” with weary resignation. It was like that with most of the businesses they patronized back in the days when the seller controlled most of the conversation and thus could dictate the experience.
Today, the customer is in control of the conversation, as should have been the case all along. That means there’s more competition in most things, and customers can seek out sellers who provide the experiences that buyers want. The shift in the balance of power also has eliminated the luxury of businesses making mistakes in delivering that experience. It’s a one-strike-and-you’re-out world. You may not think that’s cricket, but that’s what it is (almost exactly).
Unfairness No. 2: You’re Blamed for Everything
The thing that upends the customer experience may have nothing to do with the people officially charged with designing or managing customer experiences. Often, the weak link lies not in sales, marketing or support, but in some other area of the company that the customer encounters.
Maybe your controversial CEO says something that offends a customer. Perhaps someone in accounting makes an error that takes the customer time on the phone to resolve. How about a shipping contractor making a mistake and delaying delivery of a product to a buyer? All of these are out of the hands of the people traditionally tasked with the customer experience — and yet customers view them all as part of their experience with the seller.
If companies are serious about delivering a great customer experience, it’s an all-hands evolution. Everyone in the business — even people you don’t expect to interact with customers — has to be made aware that their actions have the potential to alter how the company is perceived.
That includes the executive staff and the board of directors, especially in the era of social media and 24-hour news. It also includes any contractors, resellers or distributors you use to reach the market; the customer doesn’t spend a lot of time discerning who is or isn’t on your payroll.
Anyone who is involved in selling or supporting your products is part of your organization in the customer’s eyes. It’s not easy, but try to deliver and sustain that message to the people who represent you in the field.
Unfairness No. 3: Your Customers Are Hiding
Your customer’s experience with you begins without you even knowing about it. Part of that is intentional on the business’ part — marketing, advertising and content all aim to throw out a net and capture the attention of potential customers. These days, customers do a lot of research on their own as well.
On the B2B side in particular, their experiences begin long before they signal any interest. (Sixty-six percent to 90 percent of the buyer’s journey precedes contact with a seller, Forrester’s Lori Wizdo estimated). It seems unfair — you hardly have a chance to build an experience that way.
Actually, that’s not correct. The things you do with content on your website — and with contributions to third-party media — allow you to preplan a significant amount of the precontact customer experience.
Can a customer go from early-stage interest through education to decision-making through links in your content without having to jump back to Google to do another search? Is there a discussion of terminology to help the customer understand the vernacular of your market and your products? Do you curate content as well as create it, so customers feel like they are being given resources instead of a sales pitch?
If so, you’ve gotten around this unfairness. However, most businesses are still grappling with it.
Unfairness No. 4: Customers Come With Baggage
No matter how well you plan out a customer experience, your customers are going to create their own. You have an agenda (to close sales, probably), and it’s unreasonable to think that your customers don’t have agendas of their own, too. Their goals may not match yours; they may enter the experience you’re creating at a different stage than you expect. Things in their lives may alter the perception of the experience you’re creating.
You can’t take this personally — we all experience it. Have you ever been out last-minute Christmas shopping, in a frantic panic to find what you need? No well-crafted experience is likely to change your mindset short of one-stop success in finding everything on your list. The same phenomenon takes place in a less-charged way with nearly every purchase: The customer brings half the equation to the table — and try as you might, sometimes the customer’s variables negate the experience you’re trying to create.
What can you do about it? We all know from our teenage years how effective whining about the world’s unfairness is. A better approach is to employ a more mature emotional skill — empathy — and to think through your customer experience plans with some personas in mind: the customer in a panic; the buyer with the browbeating boss; the neophyte entrusted with a big buying decision; and so on.
Data de Lançamento: 27 de junho
Divertidamente 2 marca a sequência da famosa história de Riley (Kaitlyn Dias). Com um salto temporal, a garota agora se encontra mais velha, com 13 anos de idade, passando pela tão temida pré-adolescência. Junto com o amadurecimento, a sala de controle mental da jovem também está passando por uma demolição para dar lugar a algo totalmente inesperado: novas emoções. As já conhecidas, Alegria (Amy Poehler), Tristeza (Phyllis Smith), Raiva (Lewis Black), Medo (Tony Hale) e Nojinho (Liza Lapira), que desde quando Riley é bebê, eles predominam a central de controle da garota em uma operação bem-sucedida, tendo algumas falhas no percurso como foi apresentado no primeiro filme. As antigas emoções não têm certeza de como se sentir e com agir quando novos inquilinos chegam ao local, sendo um deles a tão temida Ansiedade (Maya Hawke). Inveja (Ayo Edebiri), Tédio (Adèle Exarchopoulos) e Vergonha (Paul Walter Hauser) integrarão juntos com a Ansiedade na mente de Riley, assim como a Nostalgia (June Squibb) que aparecerá também.
Data de Lançamento: 04 de julho
Ainda Temos o Amanhã situa-se na Itália, em uma Roma do pós-guerra dos anos 1940. Dividida entre o otimismo da libertação e as misérias, está Delia (Paola Cortellesi), uma mulher dedicada, esposa de Ivano (Valério Mastandrea) e mãe de três filhos. Esses são os papéis que a definem e ela está satisfeita com isso. Enquanto seu marido Ivano age como o chefe autoritário da família, Delia encontra consolo em sua amiga Marisa (Emanuela Fanelli). A família se prepara para o noivado da filha mais velha, Marcella (Romana Maggiora Vergano), que vê no casamento uma saída para uma vida melhor. Delia recebe uma dose de coragem extra para quebrar os padrões familiares tradicionais e aspira a um futuro diferente, talvez até encontrar a sua própria liberdade. Tudo isso após a mesma receber uma carta misteriosa. Entre segredos e reviravoltas, este drama emocionante explora o poder do amor e da escolha em tempos difíceis.
Data de Lançamento: 04 de julho
Entrevista com o Demônio é um longa-metragem de terror que conta sobre o apresentador de um programa de televisão dos anos 70, Jack Delroy (David Dastmalchian), que está tentando recuperar a audiência do seu programa, resultado da sua desmotivação com o trabalho após a trágica morte de sua esposa. Desesperado por recuperar o seu sucesso de volta, Jack planeja um especial de Halloween de 1977 prometendo e com esperanças de ser inesquecível. Mas, o que era para ser uma noite de diversão, transformou-se em um pesadelo ao vivo. O que ele não imaginava é que está prestes a desencadear forças malignas que ameaçam a sua vida e a de todos os envolvidos no programa, quando ele recebe em seu programa uma parapsicóloga (Laura Gordon) para mostrar o seu mais recente livro que mostra a única jovem sobrevivente de um suicídio em massa dentro de uma igreja satã, Lilly D’Abo (Ingrid Torelli). A partir desse fato, o terror na vida de Jack Delroy foi instaurado. Entrevista com o Demônio entra em temas complexos como a fama, culto à personalidade e o impacto que a tecnologia pode causar, tudo isso em um ambiente sobrenatural.
https://www.youtube.com/watch?v=JITy3yQ0erg&ab_channel=SpaceTrailers
Data de Lançamento: 04 de julho
Nesta sequência, o vilão mais amado do planeta, que virou agente da Liga Antivilões, retorna para mais uma aventura em Meu Malvado Favorito 4. Agora, Gru (Leandro Hassum), Lucy (Maria Clara Gueiros), Margo (Bruna Laynes), Edith (Ana Elena Bittencourt) e Agnes (Pamella Rodrigues) dão as boas-vindas a um novo membro da família: Gru Jr., que pretende atormentar seu pai. Enquanto se adapta com o pequeno, Gru enfrenta um novo inimigo, Maxime Le Mal (Jorge Lucas) que acaba de fugir da prisão e agora ameaça a segurança de todos, forçando sua namorada mulher-fatal Valentina (Angélica Borges) e a família a fugir do perigo. Em outra cidade, as meninas tentam se adaptar ao novo colégio e Valentina incentiva Gru a tentar viver uma vida mais simples, longe das aventuras perigosas que fez durante quase toda a vida. Neste meio tempo, eles também conhecem Poppy (Lorena Queiroz), uma surpreendente aspirante à vilã e os minions dão o toque que faltava para essa nova fase.