It's Your Fault, Customer: Micromoment of the Month

by Jeannie Walters

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I love when we get micromoment submissions from members of our community! It shows two things:

1. These small moments matter. Just as we preach around here, those small moments we have to interact with customers (or just fellow humans) are precious. They should enlighten, entertain or educate. They should make someone feel better instead of worse.

2. Our readers really get it! It’s easy to overlook micromoments and not recognize the importance of them. It’s critical to notice when we are customers ourselves so we can create improved experiences for our customers.

This one sums up a whole bunch of wrong all at once.

  • Making the unsubscribe process painful.
  • Ignoring the customer’s request.
  • BLAMING the customer.


Catch that last line?

We are unable to transfer the request from this system. Thank you.

Apparently, the email forward function is also broken. And the phone. And walking this printed email to someone who will realize how harmful this is.

So. Much. Wrong. Our anonymous contributor couldn’t believe it, either.

Multi-channel experience is about creating a holistic view of what your customer’s journey is actually like. Only considering the experience from the inside leads to silos which lead to…this. Don’t let that happen to your brand.

(We’re obsessed with these small moments around here. Check out the TEDx talk that started this conversation, check out the Slideshare or follow our dedicated micromoments Pinterest board for more awesome!)

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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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