FACE it: You Should Improve Your Customer Experience

face-it-you-should-improve-your-customer-experienceThe title of this blog, isn’t meant to imply you are in denial about the importance of customer experience elevation. Rather, I am using FACE as an acronym for four guiding principles to consider as you craft customer-centric solutions. For me FACE stands for:

  • Fast
  • Accurate
  • Caring
  • Easy

I can demonstrate two of the four principles (Fast and Easy) with one quick example – the Domino’s Zero Click Pizza app. While many of us may not have thought that ordering pizza was a particularly time consuming task, Domino’s sought to make the relatively easy even easier.

In the spirit of “fast” and “easy” here is how the Zero Click app works. Since most people buy the same food items repeatedly, Domino’s will enable a customer to open an app that populates their saved “easy order.” Upon opening, a 10 second clock will count down and voila the order is placed.

In an interview for Ad Age Alex Guerri, the Vice President and account director of Domino’s creative agency, CP&B noted, “While it does seem like one click is trivial, we thought, ‘Why do we even need that one click?’”

Obviously, customers can stop the clock on the app or change their order if they need to but otherwise they have entered the land of “zero click” online ordering.

With such an emphasis on fast and easy customer experiences, it is increasingly important to focus on the accuracy that goes with that speed. For most customers, fast and wrong is not necessarily better than slow and right! In many service delivery systems, inherent tension exists between speed and accuracy and the feedback from your customers should guide the appropriate balance.

Finally, given that technology plays such an important role in driving accuracy and speed, great service organizations must humanize customer experience by hiring and developing compassionate and caring service professionals.

Let’s assume the Zero Click app allows for fast and easy ordering and accurate product delivery. Domino’s had best assure that they have caring people available to help when the app freezes or when a pizza gets ordered faster than a customer could have stopped it from processing.

So how is the FACE of your customer-experience?

Is it fast enough, accurate enough, caring enough, and easy enough?

I used to say that if you aren’t delivering adequately your customers were just a “click” away from the competition. Thanks to Domino’s they might not even need to click…


Joseph Michelli

Joseph Michelli

Joseph Michelli, Ph.D., is a certified customer experience professional, one of Global Guru’s top three experts on customer service, the author of nine business books about companies like Airbnb, Starbucks, Zappos, Mercedes-Benz, and The Ritz-Carlton Hotel Company. In addition to being a Wall Street Journal and New York Times #1 bestselling author, Joseph helps leadership teams improve the experiences they provide for team members and customers. He also is an internationally sought-after keynote speaker on leadership and customer or patient experience.

1 Reply to "FACE it: You Should Improve Your Customer Experience"

  • Michelle Stuart
    May 9, 2016 (10:21 am)

    Greetings from Vancouver, British Columbia CANADA,
    To keep things SIMPLE (as eloquently outlined by the “simple to state, not so simple to do”) four step principles for engaging the CUSTOMER for an AMAZING AND consistently EXCELLENT EXPERIENCE (aka. “FACE”), I genuinely believe that Joseph Michelli has nailed it! Thanks for the CHALLENGE and it does apply (brilliantly) to HEALTHCARE SERVICES DELIVERY amongst an array of “equally challenged” industries/sectors. Thank You, Joseph!