Hewlett-Packard Exploits Customer Experience Keyword Cache

Posted by John Todor on September 18, 2008

0 comments | 2372 reads

The Customer experience is about what the customer experiences, right? Marketing people are interested in the customer experience, right?

Hewlett-Packard has figured out how to get some market place visibility for its products by using customer experience as a keyword in new releases that have little if anything to do with a customer’s experience. I am not sure whether this is a deliberate ploy or if it means the term customer experience has lost all meaning.

I use Google Alerts to monitor what’s going on in fields like the customer experience. Well, today my alerts picked up multiple HP news releases touting how HP enables retailers to enhance the customer experience. All versions of the news releases focused on how HP printing solutions can make their customer, the printer, more efficient and let them offer printing solutions that have been on the market for some time, albeit, more efficiently. I am all for efficiency, but in this case there was no discussion of how this enhanced the customer experience, none. Yet, customer experience was prominent throughout the documents.

Once again, I ask is this a ploy to catch keyword visibility amongst marketing people interested in the art and science of enhancing the experiences of customers? Or, has the term customer experience become a meaningless term?

If you believe a focus on the customer experience is a valuable and profitable business endeavor, you should be concerned. I am! Unfortunately, I don’t know how to get giants like Hewlett-Packard to be more authentic. Any suggestions?

John Todor

John I. Todor, Ph.D. is the Managing Partner of the MindShift Innovation, a firm that helps executives confront the volatility and complexity of the marketplace. We engage executives in a process that tackles two critical challenges: envisioning new possibilities for creating and delivering value to customers and, fostering employee engagement in the innovation and alignment of business practices to deliver on the new possibilities. Follow me on Twitter @johntodor

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