By: Stephen Schmidt, Director, Digital Transformation

Every Customer Experience/Digital Transformation project begins with the best intentions.

From a sound strategic foundation coupled with anticipation of achieving defined business goals, the team aims to increase customer satisfaction, optimize operations, or, sometimes simply, increase revenue. However, in organizations with multi-disciplinary teams working in collaboration, those first few steps can feel like the first day of beginning band. You’ve just handed your group of 9-year-olds their first instruments, and half of them can’t open the case.

A movement of simplicity, or “Laconic CX” can help the band much like an instructor does. Simple introduction of small wins to increase confidence and fluency. In other words, “Laconic CX” is a framework that emphasizes simplicity, clarity, and conciseness in all customer, and team, interactions.

In our collective enthusiasm for creating the monumental shifts in customer experience that technology convinces us are the only ways to achieve exponential growth (think Eras tour), there is something to be said for taking the time to build the following by playing a few Double Door venues before heading to the stadium.

It's the role of Customer Experience Strategists to understand and advocate both long- and short-term improvements that will benefit the brand and the customer when defining the roadmap for evolution. Things can get a little rock ’n’ roll without that perspective. It is very easy to forget about the “Customer” in “Customer Experience.” Forgetting that perspective, things can start to look like scenes from the classic mockumentary “This Is Spinal Tap.”

Miscommunications, overcomplication, and using the wrong tools can turn the simplest of customer interactions into an impromptu jam session that leaves everyone dazed and confused. So, let’s explore a new approach to CX: Laconic CX, or as I like to call it, “Turning down the amp to 10 (or how about even a 7, I promise we’ll get to 10?)”.

Overcomplication: The Amplifier Goes to 11

 Let’s begin with our lead guitarist, Nigel Tufnel (Christopher Guest), proudly showing off his amp that goes to 11. Rightly so, Marty (Rob Reiner) asks him why not just make 10 louder, to which Tufnel replies, “Well, it’s one louder, isn’t it?”

It is often too easy to fall into the “this one goes to 11” trap, where you add unnecessary layers of complexity to our processes, believing they add value, or, in a worst-case scenario, because someone thinks it would “be cool.” But they often only serve to confuse your customers, your team, and, ultimately, your brand.

Encourage simplicity. Rather than adding unnecessary elements that may take you to an undesired ‘11’, should focus on perfecting the ‘10’, ensuring it’s as efficient, clear, and resonant as needed.

Miscommunication: “Hello, Cleveland!”

Continuing the “vignette storytelling” of the film, at one point we encounter the band repeatedly shouting “Hello, Cleveland!” while attempting to navigate the labyrinthine backstage tunnels. Intercut with scenes of the fans wildly anticipating their arrival, we eventually cut to a diner, slyly referencing they never made it to the stage.

Miscommunications like this are all too common in the customer experience. Customers can quickly become confused and irritated when given unclear instructions via email, route instructions read aloud by a support representative from a script, or a poorly designed website. The mental models you create at every touchpoint — online and offline — will set the example for how the brand ultimately feels about its customers.

Clear, concise communication ultimately promotes efficiency, improves customer satisfaction, and drives positive business outcomes. It cuts through the noise and eliminates unnecessary detours, allowing customers to achieve their goals with minimal confusion. In this context, Laconic CX becomes a practical business strategy and respect for the customer’s time, emotion, and intellect.

Unnecessary Complexity: “None More Black.”

When Spinal Tap’s record label decides to release their controversial album, “Smell the Glove,” with a text-less, all-black design, Tufnel quips, “How much more black could this be? And the answer is… None. None more black”.

In your pursuit of delivering a unique customer experience, you may be tempted to introduce a barrage of flashy features, intricate designs, or even convoluted processes, believing that such elements will distinguish you in the crowded marketplace. However, the downside of this approach is that it can introduce unnecessary complexity, turning what should be a straightforward user journey into a labyrinthine ordeal. Rather than making the experience more engaging, this over-design can lead to customers needing help navigating your services, resulting in frustration, and possibly leading them to abandon their journey entirely. The delicate balance between uniqueness and usability is vital to successful customer experience design. Therefore, it’s imperative to focus on the user’s needs and desires, designing simple and captivating experiences and avoiding the trap of complexity for complexity’s sake.

Using data and common sense, Laconic CX advocates that our solutions are unique, user-friendly, and easy to navigate. This approach paves the way for smoother customer journeys, better customer satisfaction, and a stronger relationship between the customer and the brand.

Lack of Clarity: Stonehenge Debacle

Spinal Tap’s infamous Stonehenge performance, where a miscommunication results in an 18-inch high prop instead of an 18-foot one, is a perfect example of a lack of clarity leading to a monumental (pun intended) mistake.

This challenge is often seen at the “operations” end of the product experience. When product teams identify, define, and solve challenges within an experience only to develop and release it yet fail to effectively communicate these changes to the front-line teams. These teams need to understand the modifications and manage and reassure guests who may be unaware of the resolved issues, simply responding with, “This is different, and I don’t like it.” This disconnect underscores the critical need for clear, consistent communication across all touchpoints in the customer experience journey.

The challenges often arise from the simple “I thought someone else would do that” to the even more prevalent “I don’t have time.” Demand clarity in all aspects of the customer experience, from ownership of the impact to delivery of the final product. Clear goals, instructions, and expectations can help avoid “Stonehenge” moments in your CX journey.

Use of Wrong Tools: The Violin Bow Solo

Despite the discordant sound it produces, Tufnel’s use of a violin bow to play his guitar during a solo performance is a beautiful(?) example of using the wrong tool for the job. Unfortunately, in the context of customer experience, using the wrong tools can lead to similar discordant results. Therefore, it is essential to ensure that the tools and resources used are appropriate for the task at hand to deliver a seamless and positive customer experience.

The improper use of tools can also lead to inefficient operations and wasted resources, undermining the business’s overall performance. It is essential to ensure that the tools used align with the needs and capabilities of the team and the customers. Therefore, carefully considering and evaluating tools and processes are fundamental to creating a streamlined, user-friendly, and effective customer experience.

An adage by any other name is still the same: “Choose the right tool for the job.” This principle rings particularly true in the realm of customer experience, where an array of tools for measurement, design, implementation, and communication are crucial for delivering and gauging the success of a customer’s experience. By concentrating on selecting the most effective tools for each specific situation, professionals can ensure a smoother, more efficient experience for their customers. In addition, the right tool selection streamlines the customer journey and provides valuable insights into performance metrics, thereby driving continual improvement in service delivery.

Wrapping it Up: Turning the Dial Down.

In the world of customer experience, it’s easy to get caught up in the spectacle. We want to provide memorable experiences, and sometimes that means our metaphoric amplifiers go to 11, we lose our way backstage, or we end up playing the guitar with a violin bow.

Laconic CX reminds us to focus on simplicity and efficiency. By turning the dial down, communicating clearly, removing unnecessary complexity, clarifying our intentions, and choosing the right tools, we can create customer experiences that hit the right note every time.

Remember, it’s not about the size of your Stonehenge monument; it’s about making sure it’s the right size for your stage.