Staple Yourself to Your Learner

The summer of 2004 HBR published a brilliant article by Shapiro, Rangan and Sviokla revolutionizing how we evaluate a customer experience. Don’t just ask them how it went, staple yourself to an order.

While they were talking about selling products, the kernel idea translates beautifully to any customer oriented (read member centered) industry. To understand your customers’ experience, walk alongside them on the entire journey.

“Every time an order is handled, the customer is handled. Every time an order sits unattended, the customer sits unattended. Yet, to most senior executives, the details of the order management process are invisible.”

From the first message about your conference to the “see you next year” email, tracking every registration click, how attendees are welcomed to the event, their pathway through the event to its conclusion. Staple yourself to your learners to truly understand the beginning to end experience for your key audience segments.

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