What drives customers crazy? Pizzled!
Pizzled is what you feel when you are pissed off and puzzled at the same time. And as you might guess, it has a long-lasting negative impact on the customer experience.
The Net Promoter Score is a great thing. But one downside of it is that detractors represent recommendation ratings from 0 to 6. There is no differentiation between extremely disgruntled and slightly unhappy customers. So, let’s says you want to avoid pizzled end users – the very low scores. You can’t. With NPS and CSAT averages, we don’t see the ‘gilets jaunes’ or yellow vests of extreme dissatisfaction.
The goal then is to have a conversation with your most unhappy end-users: the disgruntled. To hear them and take them seriously and recognizing small things often matter most. For this, there are two experiences to focus on: task-based experiences and working-life experiences. The goal is to redesign your processes to prevent them from having a terrible experience and going berserk.
Here’s how to start:
- Identify users who express their disappointment and resentment.
Tag along for a day to experience first-hand what makes them fed up.
- Address the issues without saying ‘Yes, but’ to defend the procedures and policies in place.
The ‘Computer Says No’ is an indicator that value is not being defined from a user’s perspective.
- Redesign processes and product to prevent users going berserk (again).
- Monitor experience metrics to see if the ‘pizzledness’ has been reduced.