DCX Links | November 3, 2024
From next-gen parenting dilemmas to employee recognition that actually works, this week's DCX Links break down what’s making waves in CX.
Weekly inspiration, education, and coaching for customer-obsessed leaders.
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Welcome to this week's roundup of customer experience insights!
Ever stop to think about how your customers really feel?
It’s easy to get wrapped up in features and processes, but what really hits home is knowing what they care about—and what they don’t. It's all about finding that sweet spot, from speeding up shopping trips to balancing tech with real-life connections.
Whether it’s making checkout a breeze, showing employees some well-deserved recognition, or staying flexible when the unexpected hits, it comes down to this:
Are you meeting your customers where they are, or where you think they should be?
Let’s dig into stories that highlight how brands are getting it right, missing the mark, and everything in between—so you can take those lessons and up your CX game.
Happy reading, and stay curious!
-Mark
Here are this week’s must-read links:
Is this any way to treat your customers?
Customers Don’t Care About…
M&S's New Fitting Room Hack: Try, Pay, and Go!
Smartwatches: The New 'Leash' in Modern Parenting
The Sweetness of Employee Recognition
Adaptability in the Age of Disruption
Is this any way to treat your customers?
Boarding time at the airport can feel like a free-for-all, with “gate lice” (anxious passengers crowding the gate early) causing chaos. Now, American Airlines is testing a new system to keep things orderly, using tech to enforce boarding rules. But it raises a key question: Is this any way to treat your customers?
Here’s what we need to think about:
Address Their Real Concerns
Most people crowd the gate because they’re stressed about getting bin space or just want to feel secure about their travel. Dismissing them as “gate lice” ignores why they’re anxious in the first place.
Better Approach: Reassure customers with clear signs and messages that their spot—and their bag space—is safe. Don’t just push them back; address the real reasons they’re crowding.
Use Tech Thoughtfully
American’s system buzzes at customers trying to board out of turn, basically telling them to “wait their turn.” But should tech be used to “scold” customers?
Better Approach: Instead of cold rejections, use tech to enhance communication—like digital displays showing which groups are boarding, so everyone knows exactly when they’re up. Make it feel like a service, not a rule.
Create a Transparent, Fair Process
People are more likely to play by the rules if they see those rules are enforced fairly. But if customers feel the process is overly rigid or punitive, it could make them even more frustrated.
Better Approach: Use announcements and visible boarding information to keep everyone in the loop. Make the system feel inclusive so customers know they’re being treated fairly.
Bottom line: Using tech to “control” customers might keep order, but it misses the bigger opportunity to create a better experience. Instead of just enforcing rules, American Airlines—and CX pros everywhere—should look for ways to use tech and transparency to address customer concerns and reduce anxiety.
👉 Ask yourself: Are we addressing the real needs behind customer behavior or just pushing them back in line?
Source: 'Gate lice' begone? Airline seeks to enforce order in boarding process
Customers Don’t Care About…
Why it matters: Let’s be real—customers don’t care about your company picnic or that you’re “a family” at work. This graphic spells it out: customers want real results, not office perks.
Here’s the deal:
What doesn’t matter: Ping-pong tables, eco-friendly business cards, or calling yourself “disruptive.” These things might be cool internally, but they don’t move the needle for customers.
What actually matters: Things like scalability, transparency, a solid track record, innovation, and having reliable support when things go wrong. That’s the stuff customers remember.
Bottom line: Focus on the things that make a difference in your customers’ lives. Ditch the fluff, double down on what they actually care about, and you’ll build real loyalty.
👉 Want to stay customer-focused? Keep this list in mind as you shape your CX approach.
Source: Jeff Gapinski
"Staying on top of the latest CX trends is tough, especially with how AI is transforming the field. Thankfully, the DCX newsletter does a brilliant job of curating the must-know info.” - Jimmy, CX Leader, Google
M&S's New Fitting Room Hack: Try, Pay, and Go!
M&S is giving shoppers more control by adding self-checkouts to changing rooms. The company aims to cut down wait times and improve the overall experience. For CX pros, this is a move worth watching as it blends convenience with a personalized touch.
Driving the news: M&S is going big on self-checkouts, aiming for 100+ stores by 2028. Try, buy, and fly out—no extra lines.
Quick take: Sacha Berendji, M&S’s operations director, wants fitting room payments to be seamless—28 stores are already on board.
Why it matters: Retail is tech-ing up for smoother in-store experiences. CX pros, consider how seamless solutions boost satisfaction while catering to different preferences.
Behind the scenes: Convenience is king, but M&S is aware of the shoplifting risks. Staff will still keep an eye on fitting rooms.
The flip side: Not everyone’s sold on self-checkouts. Morrisons scaled back, realizing they overdid it. Balance tech with a human touch.
Reality check: Self-checkouts have perks and pitfalls: glitches, theft, and customers preferring people. Keep options in line with what customers truly want.
Key takeaway: M&S’s move is a CX playbook tip: offer choices, listen, and tweak. It’s about blending tech, trust, and customer comfort.
Source: M&S adds self-checkouts to changing rooms
Related Research: Harnessing the Power of Fitting Rooms: Elevating Visual Storytelling and Unified Commerce Experiences
Smartwatches: The New 'Leash' in Modern Parenting
Schools are banning phones, and you’re noticing more kids with smartwatches. For CX professionals, this trend isn’t just about new tech—it’s a glimpse into how customer needs evolve and how products adapt to fill those gaps.
Parent Peace of Mind: Smartwatches aren’t just cool gadgets; they’re comfort tools for parents. This taps into something deeper—your product needs to do more than perform; it should make users feel secure. How are you ensuring your offerings address not just functional needs but emotional ones?
Hidden Costs: The convenience is appealing, but what are the trade-offs? Kids may end up more tethered to their parents, raising questions about the line between safety and fostering independence. Consider how your product supports users without creating unintended dependencies in your CX strategy.
Beyond School Walls: Schools are starting to push back, adding smartwatches to tech bans to minimize distractions. This highlights an essential CX lesson: even the most well-meaning tech can face resistance. Are you ready to pivot when users or institutions push back on your solutions?
The Reality Check: The surge in smartwatch adoption shows how emotional drivers, like safety and peace of mind, propel new tech into the mainstream. This is your cue: understanding the emotional motivations behind customer behavior can be a game changer for your product strategy.
Data’s Footprint: These devices collect data, even the kid-friendly ones. With customers growing more data-conscious, transparency is key. Make sure your practices not only comply with regulations but build trust. How you handle data impacts brand loyalty.
Takeaway: This smartwatch trend is a lesson in CX—address emotional needs, balance convenience with trust, and anticipate pushback. Make sure your products empower, protect, and align with what customers truly value.
Source: As Schools Ban Phones, More Kids Are Using Smartwatches
"Love your content and valuable insights into CX and industry trends. Thanks for sharing with us!" - Corey
The Sweetness of Employee Recognition
NatureSweet’s strategy of spotlighting and investing in their workers isn’t just good PR—it’s the engine driving their growth. For CX pros, it’s a masterclass in building loyalty and brand differentiation by putting people first.
Get a Taste of Commitment: Pop open a pack of NatureSweet tomatoes, and you’ll find a surprise: a worker’s portrait under the lid, complete with a QR code to learn more. This isn’t just a gimmick—it’s a testament to the company’s dedication to its people.
People First, Always: Since joining in 2019, NatureSweet’s CEO has put employees at the heart of the business. With competitive wages and education opportunities, the company’s attrition rate is just 1% a month—unheard of in an industry with 200% annual turnover.
The CX Takeaway: NatureSweet’s purpose-driven approach fuels growth and loyalty, leading to double-digit sales boosts and new product lines. For CX leaders, it’s a clear lesson: when employees are happy, customers feel it.
Stories That Stick: Those worker portraits aren’t just for show—they build brand trust by connecting consumers with the people behind the products. Take note: humanizing your brand makes a lasting impact.
Stats That Matter: Training investments have boosted productivity, enabling wages 40% above the industry average. Over 2,300 employees have completed school with company support, and a new program aims for some to earn bachelor’s degrees by 2028.
Unexpected Fan Love: NatureSweet’s “Under the Label” program has inspired over 1,000 calls praising the initiative. One New York rabbi even collected the portraits, showing how personal touches go a long way.
Big Picture Takeaway: For CX pros, NatureSweet proves that investing in your frontline isn’t just good ethics—it’s good business. The takeaway? Put people first, and they’ll power your brand’s growth.
Source: The CEO of NatureSweet on What Happens When You Champion Workers
Adaptability in the Age of Disruption
According to Jay Samit, serial disruptor, bestselling author, and keynote speaker, AI isn’t just tech hype—it’s a game changer reshaping the job market and work landscape. Nearly half of all jobs are on the line, so if you’re in CX, now’s the time to adapt or risk being left behind.
AI Is Shaking Up Everything: From AI influencers making millions without a human behind them to fully automated factories, AI is pushing boundaries in every sector. If it hasn’t impacted your CX strategy yet, it’s only a matter of time.
Spot the Opportunities, Win the Game: Samit’s keynote brought up some jaw-dropping examples, like how Richard Branson launched Virgin Airlines after a canceled flight. The lesson? Spotting and seizing gaps is where the magic happens. For CX pros, that means finding those moments where tech can add value and turn them into top-tier customer experiences.
Don't Lose the Human Touch: AI can take over repetitive tasks across industries—whether that’s retail, healthcare, or customer service. But here’s the challenge: while AI boosts efficiency, CX leaders need to ensure it complements, not replaces, genuine human interaction.
The Personal Connection Problem: Efficiency is great, but people still crave authentic experiences. With AI doing more, CX pros need to ask: How do we keep things personal? Can automation still feel human? Your job will be to bridge that gap.
Samit’s 5 Strategies to Stay Relevant in the AI Age
Embrace Change: Be open to new tech and its potential, but don’t jump on trends blindly. Understand how it fits into your customer journey.
Find the Human-AI Balance: Use AI to handle routine tasks, freeing your team for higher-value, relationship-building work.
Keep Learning: Adopt a growth mindset. Continuous learning helps you stay agile and adapt to AI-driven shifts.
Be Data-Savvy: AI thrives on data. Make sure your team is equipped to interpret and use data effectively to enhance the customer experience.
Solve Real Problems: Stay focused on creating solutions that matter to your customers. Let AI be the tool, not the star of the show.
The impact is huge: AI could affect 47% of jobs over the next decade. Companies that successfully integrate it may enjoy a 25–30% productivity boost, but not without some job loss.
Fun fact: Did you know AI can lie? One system fooled a human during a CAPTCHA test by pretending not to be a machine. It’s a reminder that while AI can do amazing things, it isn’t perfect.
The Takeaway: Samit’s advice? Keep adapting, keep learning, and embrace AI as a tool for better customer experiences. In CX, your edge will come from balancing tech and human empathy.
Related: Jaysamit.com
Related: Future Proofing You | Amazon.com
I hope you found this week’s links and commentary useful. If you have suggestions for future DCX Links editions, send me a note.
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