Welcome to the 28th edition of the CX by Design Ideas newsletter. This is a monthly mailing by your hosts, Lis Hubert and Diana Sonis, where we focus on sharing human-centered ideas for business. Thank you for being here. We appreciate you. P.S. Was this email forwarded to you?You need your own!
Los Angeles, CA - Tuesday, March 1, 2022
The year is off to a great start, but who can believe it's already March?!
We've been heads down working with our clients to optimize and center their products/services around both external and internal customers. When we say "external and internal customers," we often get blank stares. And, we love those stares, because they present us with an opportunity to explain how we think about key organizational dynamics.
Organizations have org charts and leader bios always at the ready. Likewise, everyone knows there are "customers," otherwise known as the "the people who pay us money to be in business." We think of these players a little differently.
Where others see a split between "us" and "them," we see only people. There are people who work for the organization, or "internal customers." And, there are people who buy your products/services, or "external customers." Either way, all people orbiting the business are customers.
There is customer experience for the people who purchase your products and services (external), and there is customer experience for the people who help your organization run smoothly (internal). These aren't separate groups. Rather, they're deeply intertwined to create an overall customer experience of the brand.
Something we've been thinking about, and putting into action, in our current engagements. As always, we'd love to hear your thoughts on this or anything else in the CX world.