Jess Vice Profile picture
Sep 21, 2018 10 tweets 5 min read
Happy Friday! Let's walk through a fun #CX comparison that my Friend just experienced. (Photos are from her and used w/ permission.) Thread:

Friend got her first puppy (Millie) and is doing a great job learning how to take care of Millie's needs.
She signed up for BarkBox, and the first one arrived while Millie was teething and really uncomfortable. One of the toys in the box totally saved Friend's life - Millie loves it and won't put it down and is feeling much better with it.
Friend was so impressed with BarkBox's selection and care, that she messaged them.

They offered live chat, but also a text service - thoughtful, since we all have our phones on our persons 24/7.

So she texted:
Look at that! Friend got a response within 10 minutes, using Millie's name, sending her belly rubs, and so friendly!
A few days later, Friend needed to return a slip lead to Chewy, another service she'd been pretty impressed with so far. They let her create an account profile with a picture of Millie, her vital stats, and owners' info. It felt like she was joining a pack!
Friend used chat, and this is what happened. Not bad, but not great.
Here's the point: I say all the time "use the words your users use."

BarkBox sealed their perception of quality even further when they responded like equally excited dog owners.

Chewy lost credibility by trying too hard. #CX #UX #normalwords
Chewy's a great company and (in case you missed it) their return policy is fantastic: the rep asked Friend to save the shipping and donate the return to a local shelter. WOW!

Not only are they considering the shopping experience, but the returns, too. #CX
How could Chewy have done better?
If they dropped the puns and instead put up a picture of Natasha with her pet, we would have trusted her more.
They accessed Friend's account to see the order - they could have used Millie's name without prompting.
#CX #UX #wordsmatter
That's my fun Friday example of #customerexperience in the wild!

Our lesson today is it's not hard to use the words your users use - and they trust you more when you appear to be a company made of humans. #CX #UX #wordsmatter

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