Customer Experience and Karma

Customer Experience & Karma – the unlikely marriage

CloudCherry | Featured | April 21, 2016

Happiness comes due to good actions, suffering results from evil actions,
by actions, all things are obtained, by inaction, nothing whatsoever is enjoyed.
If one’s action bore no fruit, then everything would be of no avail,
if the world worked from fate alone, it would be neutralized.

— Mahabharata, xiii.6.10 & 19

The Circle of Life. The Socratic Law of Cause and effect. What you give, you receive. Good begets good. Bad begets bad. And that’s just the way it is. Welcome to the world of… Causality.

I’d imagine it to be the only perfect topic to discuss if this unlikely quartet – a physicist, a statistician, a philosopher and a CXO – were to meet up at a bar and blow off some steam. It might not even be an exaggeration to say that it is, perhaps, one of the only things they will all agree upon with just as much certainty and uncertainty. The first two will agree on the causal relationships between two events and certify that one will lead to the other, and one is impossible without the other.

The philosopher might throw in a word or two about the ‘Socratic law ‘ or the ‘Iron Law of Human Destiny ‘ and say that all actions have consequences and produce specific results, as do inactions. While the CXO might agree with each of them stating statistics that his company’s profitability would never have increased by that kind of margin had it not been for their timely intervention in the “Customer Experience ” department which led to higher loyalists, better profitability and happier employees! So, you see, causes and effects will always follow us as shadows we never asked for but those we have to be always aware of.

Which brings us to the realization that clichés are loaded with truth! Here are a few which all convey the same message, more or less, that you get what you give.

• As you sow, so shall you reap (Galatians VI, King James Bible)
• As the call, so is the echo (Russian Proverb)
• What goes around comes around (Karma, in a nutshell)
• Do to others as you would have them do to you (Luke 6:31)
• Where there is smoke, there is fire (French Proverb)

CX is no Exception to this Universal Law

Did you notice how each of those originated in different pockets of the world? Chronology aside, it does ring true universally. If we were to zoom out a little and look at the whole human race as a whole, “customer behaviour” then is just an extension of every person’s psychological pattern. Yes, there are exceptions, but they exist as a negligible minority. So, if you and I are reflections of causes and effects would not your customer base be the same? Why do we make things more complex than they already are in a world where subtle hints are hidden all around us to gather and learn from!

“CAUSE & EFFECT are two sides of one FACT”

And translating it to the context that best befits us, here, is the fact that you are having a tough time retaining your customers, the cause is most certainly that you don’t understand them and the effect is invariably diminishing profits.

No – We aren’t really looking to ethicising business here, but regardless of how spiritual you are or scientific you can be, certain universal laws prevail across various branches of studies. Causality is one. And customer experience, if anything, very obediently abides by this law of getting what you give. We’ll agree on this as we glide through this very enchanting world of causes and consequences.

One very-abused concept I love discussing is Karma. While it is sad that the word has been popularized in the West by the new-age-Namaste-yoga-junkies, it is amazing that the word found its place in the English lexicon! Merriam-Webster defines it so:

The force created by a person’s actions that some people believe causes good or bad things to happen to that person

An extremely effortless definition of one of the most complex philosophies, but sure, it works. If we, as Customer Experience enthusiasts (because ‘experts’ is too immodest a word), were to tell you that your customers will treat you exactly the same way you treat them aka what-goes-around-comes-around style, would that make you happy or anxious? Have you ever sat down to understand WHY your customers behave a certain way while they behave completely differently with your competitors? Did you ever consider it to be as simple as a cause-and-effect situation and tried to work your way backwards to understand the cause, having lived through the effects?

Hmm… If only we could have a better argument than some spiritual mumbo-jumbo to drive home the point that customer behaviour is directly linked to your understanding of them. Actually, we do. We have statistical, experiential and actual evidence on us to explain the same theory of cause & effect when it comes to Customer Experience Management. Within months of implementation of CloudCherry’s CEM platform (cause) our clients have seen as much as an astounding 65% jump in revenue (effect).

Causality – There is no escape from it, we are forever slaves to it. Our only hope, our only peace, is to understand it. To understand the “why”. “Why” is what separates us from them… “Why” is the only source of power, without it you are powerless.

Merovingian, The Matrix Reloaded (2003)

This is a pearl of wisdom straight out of the Matrix and it is absolutely true when it comes to Customer Experience. If a certain trend in your business is making you frown, dig deep and get to the root of it. Find out WHY it is taking place and how you can repair the situation. If Brand Loyalty is NOT your forte, ASK WHY. AND FIND OUT HOW YOU CAN MAKE IT HAPPEN.

Understanding the reasons behind your customers’ behaviour is crucial to your business – now more than ever! Waking up to this truth is the best choice you have. You can either ACT on it now and reap the benefits of listening to your customers or IGNORE the elephant in the room and loop “why does it always rain on me” until you have no choice but to ACT on it. Being proactive in business not only does wonders to your business in terms of customer retention, it also helps your brand build a harmonious relationship with the employees. And again, as an effect happy employees will be proactive with the customers they interact with and make this one happy smiling karmic cycle.

Karma Cycle

Few things to ruminate on before we take leave, for now:

1. Contrary to what Pop Culture teaches you – Karma is not a b*tch. Well, it sure would seem like that to someone who has one too many bones to pick with the justice league of the universe. But for everyone else, it’s all cool.

2. At the Karma Café, you will get served and you will pay for what you have ordered. Nothing more. Nothing less. No additional charges, no discounts, no nonsense.

3. As much as you’d like it to be otherwise, inaction also produces its own effects as much as action does. So if “the right thing to do” is staring you in the eye, don’t just sit there staring back at it. ACT on it now, and save yourself negative consequences.

4. Karma is very simple. Just like Cloudcherry’s CEM platform. You do the right thing, and you will reap the benefits. You invest in us and you will see the results.

5. It may seem to you that you don’t really need to believe in this causal system, but here’s the deal- you already ARE a part of it! So you may as well do all that you can to rise and shine. Similarly, in business, you may wish that you needn’t have to deal with customer psychology and all that, but now that we are in the day and age of customer-centricity – why resist? The best decision you can take is to invest in a CEM system which will take care of all that and more for you.

Hmm…. Don’t you wish you had something like CloudCherry to help you to track measure and improve your karmic experiences too? We empathise, but we have yet to get there. For now, we’ll stick to doing what we do best – Delighting Customers.