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i've got some bad news i've got some good news and i've got some great news the bad news is that 93 of customer initiatives fail customer initiatives the kind of projects and plans that customers like you and i really look forward to the kind of things that brands do to make our lives easier the kind of things that make us go god that was a seamless experience must use them again initiatives come in all shapes and sizes they come really large like transformation programs the bad news is that 70 percent of those also fail the problem is that often organizations don't win the hearts and minds of the people who need to change and transformation programs mean wholesale change 70 now the interesting thing is that actually emotional connections are on the rise because it would appear that people are developing the skill of emotional intelligence and when people develop the skill of emotional intelligence not only do they create greater connections between staff and customers they develop greater connections between colleagues which means that those initiatives and those transformation programs are more likely to succeed there's also great news that established remote working skills enable people to make greater connections the thing is that people who work in remote spaces have had to learn how to communicate effectively they communicate with intention and they do it really well the amazing thing is that when we bring all these random ideas together i think there's just a chance that customer experience might just get better in the future there's just a chance that those transformation programs and those initiatives might just succeed so what i want to do now is just share a story with you i want to share a story with you that's actually kind of been brought together to develop a model a model that organizations might consider developing which might just change the way we do customer experience it started with a fridge freezer i was buying a fridge freezer because actually what was going on is it was may 2020 we were six weeks into the coved lockdown and i was stressed i was anxious at the scenes i was seeing in supermarkets of people fighting over scarce goods i was scared because i was seeing hospital staff nhs staff fighting for people's lives and it was scary out there and every time we went out to shop every time we pop to the supermarket every time we went outside our front door there was a risk and i needed to know how i could protect the people in my household from this deadly disease the fridge freezer was due to arrive one month after i actually ordered it i ordered it in good faith and i thought it was coming one week after i received an email the email basically said sorry we've got some operational issues it's not coming next week we don't know when it's coming but ring our customer services line if you'd like to the email arrived when the customer services line wasn't open and so that was friday so two days on an emotional roller coaster i was anxious i was frightened i was angry i was frustrated so then monday comes and i call i call the customer services line and i speak to neil neil couldn't care less neil was sat i imagined probably with a headset on looking at a screen reading from a script and the thing is i think i was probably one of maybe a couple of thousand people who were on that phone that day complaining anxious nervous wanting to know what was going on neil didn't really know what to do he kind of told me i had two options one option was to wait no another option was to perhaps make a complaint maybe or another option was to buy something else and so i told neil perhaps this wasn't the best way to deal with the customer but that was that not to worry off we trot so i was back to square one two days later after searching and finding a fridge freezer that didn't cost five and a half thousand pounds and one that was available that might come within two weeks it finally happened i placed the order i sent some questions and then jane rang jane was a customer services agent for this new fridge freezer jane listen to what i had to say she listened very carefully because when i described the situation i had with neil she said i imagine you probably want that device a bit sooner if you can music to my ears she said i don't know if i can but i will try i felt supported i felt like she had my back she seemed so calm and relaxed and the funny thing is that in the background i could hear a dog barking and i could hear cars passing she was working from home but not only was she working from home she was actually a remote worker she'd worked from home for quite some time and she loved it she loved the fact that she didn't have to commute she felt like she was doing her bit for the planet she felt that she was doing her best for her family her aging parents and the dog and she had some time for leisure pursues she said if only she could just do one thing what was that i asked well my life would be perfect if i could just make sure i could get the dog to stop barking at the squirrels that do acrobats in the garden we had a good laugh because we stopped we swapped some pet stories at that point so sure enough the fridge freezer arrived and it arrived three days ahead of schedule it all ran to clockwork and two days after it arrived jane gave me a quick call just to check everything was all right i thanked her profusely because the thing is it really seemed like she cared it really seemed like she had been listening she was interested and it also seemed like i might just use that brand again it really was quite a different experience to the one that i had with neil so what struck me as i began to relax and i started to reflect on this experience as a customer was the fact that what she's shown were skills of emotional intelligence what she'd done is she'd not only listened she had empathized she had used her organizational awareness to know exactly who she needed to speak to within the organization she knew exactly how to influence those people in the organization and she used all sorts of other skills within the competence to actually pull this off so this kind of got me thinking i'd been an emotional intelligence coach for about a year at that point so i knew that there was a model that we were using that i've been taught this model had 12 competencies within it and it was the goldman emotional intelligence competence model and really what i was looking for was whether or not there was any proof that people who worked in remote settings had more emotional intelligence than those people who worked in offices the aspiring academic in me went searching and actually what i found was a report by a mother and son team who'd gone off to search around a whole variety of workspaces co-working spaces co-working living spaces and they had done some research on the essential qualities of effective remote workers and i couldn't believe it's like my dream had come true what had happened there is that the skills that were recommended for remote workers some of them matched the goldman model and others fitted very well so things like adaptability empathy and what also came were two additional skills the skills of being trustworthy and autonomy and all of that was brought together with communication now the funny thing is that i was getting to understand a bit more about remote work i've actually been remote working without even realizing it for quite some time but there seemed to be a number of organizations that were really established and doing exceptionally well a company like automatic for example automatic run 48 of all websites across the globe they have high productivity with their staff they have high customer retention high staff retention they're making a lot of money and their people love them so there seemed to be something going on here i had the emotional intelligence with emotional connections where people seem to be understanding that customer experience was in the mind and the heart of the customer so actually my experience with jane was very much about reassurance and trust and actually having a bit of a laugh and my experience with neil was one of frustration and anger there was no emotional connection with neil but there's definitely an emotional connection with jane so there's my emotional intelligence model here's me overlaying the remote working model but there was one other thing that could be missing and the thing that i think has been missing since this remote working experiment started earlier this year and that's the investment in people the investment in people to learn the skills of emotional intelligence and also the investment in technology there's no question that the actual technology that exists right now can enable us to communicate hugely effectively and it can enable us to collaborate incredibly well too we're running workshops right now with people who are across the globe 16 different countries on a workshop we ran a couple of weeks ago all tuned in all adding post-its to one particular big board it was quite incredible so what does all of this mean if we do bring together emotional intelligence which brings about emotional connection then we have people who are working in establish remote who seem to have learned how to develop those emotional connections and then we have technology that brings it all together to enable people to work so i guess my challenge for people who are looking to up their game with customer experience why don't you dump your head offices why don't you give some people that work for you the opportunity to learn the skill and the technology to have the kind of life that jane has because believe you and me she sounds like she's having a bit of fun and she's doing some work why don't people invest in individuals to get that work life going on to have the kind of life where they enjoy the work they do they have the autonomy and the managers who work with them support them take down the barriers rather than just present more so here's the question if we think about it if we think about customer experiences right now why can't we turn them the other way around why can't we turn those numbers around why can't we get 93 of customer initiatives to be hugely successful why can't we get 70 of those transformation programs to work i would say 100 but hey we've got to be practical here the fact is organizations might consider this customer experience remote evolution model they might think about how they can build greater emotional connections between their staff and between their customers because when they happen customers are loyal loyal customers are profitable at the end of the day that's really the thing that matters so that's my invitation to you is to consider the customer experience remote evolution model try it today in the meantime we're about to buy a tumble dryer so watch out for the next installment thank you