Customer Experience Interview Questions and Answers

1 :: Final thoughts? Shameless plugs? What should every reader remember about this interview?

I'll just plug the three things that might help WebWord readers the most: first, our free e-mail newsletter, the CG Update, explores the customer experience every two weeks

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2 :: What can Creative Good do that no one else can? What is your expertise? What is your strategic advantage?

Our advantages are our vision (no one else focuses on the customer experience), our team (no one else has such selective hiring), and our culture (one of openness, listening, and partnership). We're trying to build a solid company that actually creates good online.

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3 :: What is your role at Creative Good, and how did the company get started?

I'm the president of Creative Good. I founded CG in January 1997. For the first year I slogged it out alone in my suburban New York apartment, conducting a guerilla marketing campaign to raise awareness of Web ease-of-use. During the second year I conducted my first few consulting engagements and wrote my first Good Report, "In Search of E-Commerce," with Robert Seidman. My campaign, consulting, and report brought about significant improvements on several top e-commerce sites; this prompted InfoWorld magazine to award me Netrepreneur of the Year 1998 for "doing more than any other individual to make Web commerce sites easier to use."

In February 1999 I hired an awesome CEO, Phil Terry, who came from McKinsey and Harvard Business School. We've been growing Creative Good together ever since. Now I have the pleasure of working side by side with some of the most talented, passionate people in the industry. I can say this with confidence because our hiring is extremely, extremely selective. We're 15 people big, and growing fast. All bootstrapped.

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4 :: What are the best methods for improving the customer experience? Are there effective tools or techniques that you would like to share with us?

Creative Good has a four-phase method: strategy, qualitative assessment, usability tests, and after site launch, ongoing maintenance. Essentially we start at the most strategic level and work our way into the tactics. At each step we base our work on what we established the preceding phase. To anyone interested in the customer experience, I'd definitely suggest starting at the strategic level. Don't just jump straight into usability work.

Overall, probably our most effective "technique" (if you can call it that) is our absolute commitment to creating a good site for the customer. We do whatever it takes to show our clients their customers' perspective.

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5 :: Are there ever times when customers are wrong? That is, are there ever any times where web developers should go against the wishes of customers? Is the data ever wrong?

We don't ask customers what they want; we watch what they *do*. There's a big difference

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