Inspirational Customer Service Quotes

Discover the value of great service from top visionaries and creatives

Ready to unlock loyalty-boosting customer service?

All of your customers are partners in your mission.

Shep Hyken, Author

Experience design should not be solely brand focused; instead it should not be too branded focused. It is about designing delivery of customer needs, so naturally it should start with the customers. It should form the core of a go-to-market strategy of any brand. It is the experience first, then the messages.

Idris Mootee, Idea Couture

Until you understand your customers – deeply and genuinely – you cannot truly serve them.

Rasheed Ogunlaru, Author

To earn the respect (and eventually love) of your customers, you first have to respect those customers. That is why Golden Rule behavior is embraced by most of the winning companies.

Colleen Barrett, Southwest Airlines

Customer experience better be at the top of your list when it comes to priorities in your organization. Customer experience is the new marketing.

Steve Cannon, President & CEO of Mercedes Benz USA

Companies and their brands need to reach out and speak directly to consumers, to honor their values, and to form meaningful relationships with them.

Simon Mainwaring, Blogger

But the goal when you are actually doing the work is to somehow forget what discipline group you are in and come together. So in that sense, nobody should own user experience; everybody should own it.

Don Norman, Author

We all like to think of ourselves as user centric designers, but exactly how much effort do you put into knowing your users before beginning the design process? Take the time to really understand them the best you can… Understanding your users not only improves the quality of your work, but also helps move the discussion away from the personal preferences of the client, to the people who’s opinion really matters.

Paul Boag, Author

Enable brands to move at relationship speed – a threshold reached when every consumer interaction – a bit of data or pattern of behavior – is instantly and intuitively transformed into a relevant, meaningful brand response.

Brian Kaiser, Hudl

If we want users to like our software we should design it to behave like a likable person: respectful, generous and helpful.

Alan Cooper, Author

Make a customer, not a sale.

Katherine Barchetti, Realtor

Be dramatically willing to focus on the customer at all costs, even at the cost of obsoleting your own stuff.

Scott Cook, Intuit

At a car dealership, the person who sells the car is the hero, and also gets the commission. But if the mechanics don't service that car well, the customer won't return.

Roger Staubach, Former NFL

Coming up with an idea is really just the beginning. It’s the crafting of the idea into a real, working thing that is a truly exciting experience. Making an idea come alive, into something that makes sense, is then made and put into the market, and then connects with people in a meaningful way - that's the hard part.

Ted Booth, Co.Design

The ultimate aim of all creative activity is to bring happiness to people’s lives… The success of an experience is measured by the amount of happiness it brings to life and the amount of people willing to live the experience, not by its individual qualities.

Andrë Braz, Atendimento Online

It is not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and, yes, beauty to people’s lives.

Don Norman, Author

There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.

Sam Walton, Walmart

The well-satisfied customer will bring the repeat sale that counts.

James Cash Penney, J.C. Penney

David Armano, Logic+Emotion: Provide an experience that is both useful, usable, desirable, and differentiated and you will create demand for your brand and delight your customers.

David Armano, Logic+Emotion

Too often we design our experiences for users as if they are a commodity rather than a human being. Things like greater conversion rates, increase in traffic, higher price per order, lower shopping cart abandonment, etc. and we lose sight of how to really treat the user with respect and a little bit of decency.

Nick Finck, Author

User experience is about so much more than taking orders… We are uniquely trained to represent the needs and desires of our customers, in a way that other groups cannot. Marketing demographics and functional specs cannot tell me if our customers are going to be delighted by the design decisions we are making… In this sense, we have one of the most valuable jobs inside our organization: We represent the customer.

Stephen Anderson, Football Player

The biggest barrier to customer success is CEOs not making it an important part of the culture. It is just as important as new business.

Nick Mehta, Gainsight

Show value, create and experience and always strive to exceed customers expectations.

Shep Hyken, Author

The moment of Truth: Any episode in which the customer comes into contact with some aspect of the organization and gets an impression of its service.

Karl Albrecht, Aldi

We continually hear from our engaged customer base that Shutterstock's content is a true differentiator, given not only the size of the library but also the quality and diversity of the images we offer.

Jon Oringer, Shutterstock

Your customers are not you. They don’t look like you, they don’t think like you, they don’t do the things that you do, they don’t have your expectations or assumptions. If they did, they wouldn’t be your customers; they’d be your competitors.

Mike Kuniavsky, Xerox

The reputation of a thousand years may be undermined by the conduct of one hour.

Japanese proverb, Japanese proverb

There are a lot of people who touch the customer.

Roger Staubach, Former NFL

Ease of use isn’t the only measure of a positive user experience; pleasurably is just as important. Something can be dead simple, but if it’s outrageously boring or cold it can feel harder to get through. Designs should have flourishes of warmth, kindness, whimsy, richness, seduction, wit – anything that incites passion and makes the person feel engaged and energized.

Whitney Hess, Blogger

We need to be more aware of why we think how we do, what triggers interactions and behaviours in people to make choices. Getting the why will allow us to improve the experience beyond the audience’s anticipation.

James Kelway, Blogger

The moment of truth in the customer’s view of the world is a sense of discrepancy between what is expected or desired and what is occurring.

Murgatroyd and Morgan, Authors

Storytelling offers a way for the team to really understand what they are building and the audience that they are creating it for. Stories allow for the most complex of ideas to be effectively conveyed to a variety of people. This designed product/experience can then offer meaning and emotion for its users.

Francisco Inchauste, Blogger

One of the things which make any company successful, in particular the Home Depot, was that we understood and catered to the customer. If it didn't sell, it didn't make a difference what we thought or our research told us. They told us if it was successful by buying it or not.

Bernard Marcus, Home Depot

Like the perfect score to a film, a good user experience is unobtrusive and transparent to the consumer because ‘it just works.

Jeffrey Olson, Pay Simple

Besides offering desirable products, the Free People brand continue to produce some of the most compelling imagery and customer engagement in the industry.

Richard Hayne, URBN, Free People

Observe how your users approach information, consider what it means, and design to allow them to achieve what they need.

Donna Spencer, Blogger

Good design speaks. Good design tells your visitors that you care about your product. Good design at the front-end suggests that everything is in order at the back-end, whether or not that is the case. Good design is what separates the best from the ‘good-enough.'

Dmitry Fadeyev, Usaura

We've had three big ideas at Amazon that we've stuck with for 18 years, and they're the reason we're successful: Put the customer first. Invent. And be patient.

Jeff Bezos, Amazon

There are a few giant companies that I love, and I love Amazon. Their customer service is impeccable: sometimes, just for the hell of it, I'll sleep on a mattress for three years and return it.

Albert Brooks, Actor

The benefits are clear: online experiences are simply better for customer.

Brad D. Smith, Intuit

Design creates stories, and stories create memorable experiences, and great experiences have this innate ability to change the way in which we view our world.

Christian Saylor, Universal Mind

Our DNA is as a consumer company - for that individual customer who's voting thumbs up or thumbs down. That's who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it's our fault, plain and simply.

Steve Jobs, Apple

The end user will usually not notice ‘the design of it.’ It may seem like it just works, assuming they think about it at all, but this ease-of-use (or ease-of-understanding) is not by accident, it’s a result of your careful choices and decisions.

Garr Reynolds, Author

Ask yourself: How can we make any customer touchpoint delightful? That changes the way we think about applying the many wonderful tools we now have as digital marketers

Scott McCorkle, Salesforce

One customer, well taken care of, could be more valuable than $10,000 worth of advertising.

Jim Rohn, Author/Speaker

Ask your customers to be part of the solution, And don’t view them as part of the problem.

Alan Weiss, Author

Make the customer the hero of your story.

Ann Handley, Chief Content Officer, MarketingProfs

The argument is not between adding features and simplicity, between adding capability and usability. The real issue is about design: designing things that have the power required for the job while maintaining understandability, the feeling of control, and the pleasure of accomplishment.

Don Norman, Author

Innovation needs to be part of your culture. Customers are transforming faster than we are, and if we don’t catch up, we’re in trouble.

Ian Schafer, Deep Focus

An experience designer must love and care about people and the world in which we all live. It’s his mission in the world to proudly spread love and happiness through his creations.

Andrë Braz, Atendimento Online

Customer service shouldn’t be a department; it should be the entire company.

Tony Hsieh, Zappos

When you improve your product so it does the customer’s job better, then you gain market share.

Clayton Christensen, Harvard

A customer expects consistency. They expect interaction across any channel on which they interact with an organization to be the same, and for that organization to really demonstrate that they know that customer. That includes every touchpoint, whether it’s sales, service, or marketing. Customers just don’t care. The always-connected customer wants that consistent experience.

Scott McCorkle, Salesforce

For my money, the two best customer service practices are sincere empathy over indifferent calmness and common sense over standard operating procedure. These two simple guiding principles remind us how easy it can be to transform the customer experience.

Anthony Tjan, Cue Ball

The customers, the visitors, the patients, the readers, the guests, whatever you call them – their experience is what determines the company’s success or failure. So focus first on the overall experience. It’s strategic, not tactical. It’s about the people, not the tool. Focusing on the larger picture first will set a better context in which to work – later – on usability tactics.

Mark Hurst, Creative Good

When creating great experiences, it’s not so much about doing what users expect. Instead, it’s about creating a design that clearly meets their needs at the instant they need it.

Jared Spool, Writer

You can’t wait for problems to happen to be amazing all of the time. The consistent, predictable experiences is what makes great companies amazing.

Shep Hyken, Author

Natural elegance deals with the ‘feel’ a website or application expresses through its behavior over time, and which is rooted in the rules of order that govern nature… It’s possible to create perfectly pleasing websites by focusing only on formal, structural, and logical elegance. But those sites that embrace [natural] elegance feel to users like living beings who speak meaningful words; they are the marriage of form, function, pleasing content, and personal feeling.

David Sherwin, Writer

When a customer enters my store, forget me. He is king.

John Wanamaker, Historical figure

If there's one reason we have done better than of our peers in the internet space over the last six years, it is because we have focused like a laser on customer experience.

Jeff Bezos, Amazon

We have a mantra: don't be evil, which is to do the best things we know how for our users, for our customers, for everyone.

Larry Page, Google

By attending to the entire user experience, designers can create a rich, sensory experience, which helps to immerse users and encourage them to become fully involved in the site and its message… Through immersion, the user experiences joy and satisfaction: positive qualities that will be transferred to your brand.

Sharon Lee, Author

The way to a customer’s heart is much more than a loyalty program. Making customer evangelists is about creating experiences worth talking about.

Valeria Maltoni, Conversation Age

Worry about being better; bigger will take care of itself. Think one customer at a tme and take care of each one the best way you can.

Gary Comer, Lands' End

It’s the designer’s job to think about your site the way a user does, and tell them what they need to hear, and when they need to hear it… Design is about communication, and it takes more than pixels to communicate.

Derek Powazek, Blogger

The future of communicating with customers rests in engaging with them through every possible channel: phone, e-mail, chat, Web, and social networks. Customers are discussing a company's products and brand in real time. Companies need to join the conversation.

Marc Benioff,

The first person a customer speaks with has the greatest impact on that customer's impression of Safeway.

Steven Burd, Safeway

Give users what they actually want, not what they say they want. And whatever you do, don’t give them new features just because your competitors have them!

Kathy Sierra, Developer

It’s easier to love a brand when the brand loves you back.

Seth Godin, Author

Want your users to fall in love with your designs? Fall in love with your users.

Dana Chisnell, UsabilityWorks

Many corporate leaders and employees have the right intentions, but it can be overwhelming when you consider how everything is affected from leadership styles, to organizational structure, to employee engagement, to customer service an marketplace.

Simon Mainwaring, Blogger

Each moment has the potential to increase a user’s confidence or destroy his trust in a product or a company, and each one is an important piece of the whole experience. Why? Because the task a person is attempting to complete at any given moment is the most important task to that person, at that moment. It is our job to make sure nothing goes wrong. To make sure that moment is enjoyable and productive, and helps our user feel smart.

Robert Hoekman Jr., Author

A social interaction designer must consider not only people, environment, and existing tools, but also the unseen elements of the system such as social relationships, power dynamics, and cultural rules

Gentry Underwood, Mailbox

At the end of the day is how the user remembers the experience. Focus on key experiences.

Shawn Borsky, Borskyco

A beautiful product that doesn’t work very well is ugly.

Jony Ive, Apple

It’s the total experience that matters. And that starts from when you first hear about a product… experience is more based upon memory than reality. If your memory of the product is wonderful, you will excuse all sorts of incidental things.

Don Norman, Author

Give the lady what she wants.

Marshall Field, Marshall Fields

As far as the customer is concerned, the interface is the product.

Jef Raskin, Macintosh

How can companies better connect to its customers? The answer is simple: Speak like people, not like machines… More and more, people are craving authentic experiences from the world around them, and that means a simple human-to-human connection. In our ‘user experience’ world, this means when people use a website, software, product, etc., people should somehow experience the people that created it. Connection.

Bill DeRouchey, BankSimple

Think like a wise man but communicate in the language of the people.

William Butler Yeats, Poet

Sam Walton's values are: treat the customer right, take care of your people, be honest in your dealings, pass savings along to the customer, keep things simple, think small, control costs and continuously improve operations.

Michael Bergdahl, Author

We think too much about what we are trying to achieve, about what we have designed or built, and thus in terms of what it does or should do. That leads us to think in terms of controlling outcomes, or tweaking features for new behaviors… Social is happening out there, and your users do not have you or your product in mind, but their own experiences and those they share them with. Change your frame.

Adrian Chan, SxD

Success is not defined by our own personal and business line goals; success is in the eyes of the customer.

General John E. Michel, NATO

People want what’s best for them, and they can switch on a dime, because there’s always a new disruptor disrupting the last disruptor. So companies should just strive to keep changing and adapting to their customers’ needs.

Ben Chestnut, MailChimp

Customer Service is everything and anything that touches a customer – directly or indirectly. Customer service means servicing customers, and it's so much more than just solving problems or addressing complaints. Customer service is part of a holistic customer experience that is capable of providing a critical competitive advantage in today's increasingly cluttered and commoditized marketplace.

Joseph Jaffe, Evol8tion

Culture, leadership and employee engagement are the essentials for great customer experience.

Steve Cannon, President & CEO of Mercedes-Benz USA

It takes a passionate commitment to thoroughly understand something – chew it up, not just quickly swallow it. Most people don’t take the time to do that… The broader one’s understanding of the human experience, the better designs we will have.

Steve Jobs, Apple

True loyalty doesn’t come because of an app. It doesn’t come because you have a punch card where after ten punches you get a free sandwich. It is about the relationship. Take away those “perks” and would the customer still be loyal?

Shep Hyken, Author

Feelings have a critical role in the way customers are influenced.

David Freemantle, Author

We must permeate the stores with creativity and offer service when and to the degree the customer wants it. Of course, it means offering all the omni bells and whistles they want, like in-store pickup, same-day delivery, and mobile point of sale, and all of this must be done every hour of every day the store is open.

Richard Hayne, URBN, Free People

You can acquire some measure of knowledge from various research techniques, but nothing beats living, breathing, and feeling the same things your prospect (customers) do.

John Jantsch, Author

A good user experience designer needs to be able to see both the forest and the trees. That means user experience has implications that go far beyond usability, visual design, and physical affordances.

Eric Reiss, Author

I think if companies start reinventing themselves and focus on the customer experience more, they will win out in the end.

Alfred Lin, Zappos

Interaction design isn’t only about fixing problems; it’s also about facilitating interactions between people in richer, deeper, better ways – that is, finding new ways to better connect human beings to one another, and by doing so, make the world a better place to live.

Dan Saffer, Author

Good design allows things to operate more efficiently, smoothly, and comfortably for the user… Customers appreciate good design. While they can’t necessarily point out what specifically makes it good, they know it feels better. There’s a visceral connection. They are willing to pay for it, if you give them a great experience.

James P. Hackett, Ford

All of the razzmatazz and jazz we hear about facilities and everything else doesn't amount to a hill of beans. It's customer experience that determines the longevity and endurance of these enterprises.

Steve Wynn, Wynn Resorts

It is no longer good enough to simply satisfy your customers or to have a product that works. No longer can you merely deliver a service within the timescale you have set. All these are important and we have to do them. But what will really make the difference is when the customer asks: when I went through that experience, did the provider really engage with me, did they understand my needs, did they think logically about what was best for me?

Jo Causon, The Institute

When a customer sits inside the car, then they have to have the feeling that it's an Audi - whether it's the leatherwork or the bodywork. All these things must be typically Audi.

Martin Winterkorn, Volkswagen, Audi

No design can exist in isolation. It is always related, sometimes in very complex ways, to an entire constellation of influencing situations and attitudes. What we call a good design is one which achieves integrity – that is, unity or wholeness – in balanced relation to its environment.

George Nelson, Herman Miller

89 percent of buyers say they’ve switched to a competing solution after having a bad experience with a business

Rightnow Survey, Rightnow Survey

The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next comes simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want, or providing checklist features.

Nielsen Norman Group, Nielsen Norman Group

Today’s mandate is to move beyond traditional usability. Instead of designing only for what visitors can do on a site, superior Web design is now responsible for determining what customers will do.

Eric Schaffer, Actor

The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.

John Russell, Author

Quality in a service or product is not what you put into it. It is what the customer gets out of it.

Peter Drucker, Author

The first step in exceeding your customer's expectations is to know those expectations.

Roy H. Williams, Wizard Academy Institute

For businesses to bottle the kind of experiences that rivet minds and run away with hearts, not just one time but over and over, they’ll need to do more than hire designers. They’ll need to be designers. They’ll need to think like designers, feel like designers, work like designers. The narrow-gauge mindset of the past is insufficient for today’s wicked problems. We can no longer play the music as written. Instead, we have to invent a whole new scale.

Marty Neumeier, Liquid Agency

But this approach ignores the far more important question of how the consumer will actually use the device… focus on what we should be doing, not just what we can.

John Maeda, Automattic

Design needs to be plugged into human behaviour. Design dissolves in behaviour

Naoto Fukasawa, Designer

CEOs must embrace the role of serving as the public face of the company to their customer community and the marketplace at large.

Simon Mainwaring, Blogger

Unless you have 100% customer satisfaction…you must improve.

Horst Schulze, Ritz Carlton

If you don’t make an empowered decision, the customer will probably leave and not return. Very few customers complain or push the problem up the chain of command. They just walk.

John Tschhol, Service Quality Institute

We can’t forget that customers don’t view a company in terms of silos or business units. They couldn’t care less about how an organization is structured. What they want is an intuitive experience that draws them into an experience that excites their senses.

Judy McLeish, McDaniel Partner

Going above and beyond involves making customers “feel special” and helping them out even when it may not make sense.

Neil Patel, KISSmetrics

As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.

John Sculley, Pepsi

Your website isn’t the center of your universe. Your Facebook page isn’t the center of your universe. Your mobile app isn’t the center of your universe. The customer is the center of your universe.

Bruce Ernst, Monetate

The point of a product is to offer great experiences to its owner, which means that it offers a service. And that experience, that service, comprises the totality of its parts: The whole is indeed made up of all of the parts. The real value of a product consists of far more than the product’s components.

Don Norman, Author

When a user makes a mistake, don’t blame the user. Ask how the software misled them. Then fix it. The user’s time is more valuable than ours. Respect it.

Jono DiCarlo, Blogger

Start with the content. Sometimes designers and developers forget that this is why people come to your site to begin with. Craft it lovingly and serve it to your users with a minimum of distraction, like a well-plated dish; don’t just heap it all together like it’s a buffet. You worked hard on your content… celebrate it.

Aaron Gustafson, Microsoft

Spend a lot of time talking to customers face to face. You’d be amazed how many companies don’t listen to their customers.

Ross Perot, Politician

Usability is not a quality that can be spread out to cover a poor design like a layer of peanut butter.

Clayton Lewis, Professor

If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. If a website’s information is hard to read or doesn’t answer users’ key questions, they leave. Note a pattern here?

Jakob Nielsen, Technical University of Denmark

A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools.

Douglas Adams, Author

Advertising is, of course, important because advertise is the final design. It's the last layer that speaks to the customer, that tells them what you have.

Tom Ford, Tom Ford

Organizations that implement learning relationships are better able to understand and anticipate a customer’s unique needs. Learning organizations understand that great customer experiences start with listening to the customer to learn instead of talking to the customer to sell. Customers in a learning relationship experience a heightened sense of vendor awareness and are more likely to be loyal because their vendor understands their needs.

Alan See, CMO

Pay attention to what users do, not what they say.

Jakob Nielsen, Technical University of Denmark

When we’re trying to understand our ‘users’ and ‘customers,’ we have to remember that they’re people just like us, and just like us they regularly cross understood boundaries and categories… People are inconsistent, often inarticulate, and they challenge social and cultural boundaries in unexpected ways.

Peter Merholz, Writer

“Does it better” will always beat “did it first."

Aaron Levie, CEO at Box

While each discipline on the product team has its role to play, it is the true teamwork and collaboration of a cohesive product team that makes great user experiences possible.

Pabini Gabriel-Petit, Google, Cisco

At URBN, we see ourselves as customer specialists, a collection of brands, each one specializing in one particular customer group, a particular lifestyle or a life stage. We offer her things she wants in environments that inspire her. We talk to her and listen to her ideas and opinions.

Richard Hayne, URBN, Free People

A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so.

Mahatma Gandhi, Historical figure

When the customer comes first, the customer will last.

Robert Half, Robert Half International

Remarkable experiences leave a mark–whether the experience is remarkably good, or remarkably bad. These memories are mind-share, essentially brand equity, the capital of brands.

Niko Nyman, N Nyman Ltd.

People’s behavior makes sense if you think about it in terms of their goals, needs, and motives.

Thomas Mann, Author

Far too often, we treat web development as a sprint rather than a marathon. It is the experience designer’s job, in part, to help everyone walk the steps of the experience they’ll create before they run–especially when they’ll be doing so in tandem.

Andrew Maier, Independent

Always treat your employees exactly as you want them to treat your best customers

Stephen R. Covey, Author

Showing personality in your app, website, or brand can be a very powerful way for your audience to identify and empathize with you. People want to connect with real people and too often we forget that businesses are just collections of people. So why not let that shine through?

Aarron Walter, Invision

As the advocates for user experience I think it’s important that we’re advocating for everyone’s experience and perhaps doing a little bit more than just whispering the word ‘accessibility’ in a meeting early on and allowing it to be just as easily dismissed. And not just because of the potential legal implications, but because it’s our job.

Leisa Reichelt, Disambiguity

The best products don’t focus on features, they focus on clarity.

Jon Bolt, Blogger

Interact with your customers, understand their business, be a partner, and bring ideas to the table.

Scott McCorkle, Salesforce

I believe that all user experience designers are ‘rotten with imperfection’-every time we get something we lust for, we choose something else to want. User experience design is similar; it does NOT end-once you’ve turned over a great finished product… well, it’s not finished. It’s time to evaluate, update and repeat, because users are pretty ‘rotten with imperfection’, themselves. Embrace the rotten-ness. Don’t look forward to the end of a project, look forward to the next opportunity to improve.

Ross Unger, Author

The customer’s perception is your reality.

Kate Zabriskie, Author

While I acknowledge that there is a need for art, fun, and a general good time on the web, I believe that the main goal of most web projects should be to make it easy for customers to perform useful tasks.

Jakob Nielsen, Technical University of Denmark

If we continue to treat content as an extra to information architecture, to content management or to anything else, we miss a bright opportunity to influence users. Content is not a nice-to-have extra. Content is a star of the user experience show. Let’s make content shine.

Colleen Jones, TV Personality

Each business is a victim of Digital Darwinism, the evolution of consumer behavior when society and technology evolve faster than the ability to exploit it.

Brian Solis, Altimeter

We see our customers as invited guests to a party, and we are the hosts. It’s our job everyday to make every important aspect of customer experience a little bit better.

Jeff Bezos, Amazon

Most digital products today emerge from the development process like a monster emerging from a bubbling tank. Developers, instead of planning and executing with their users in mind, end up creating technological solutions over which they ultimately have little control. Like mad scientists, they fail because they have not imbued their creations with humanity.

Alan Cooper, Author

You don’t have to change who you are, you have to be more of who you are.

Sally Hogshead, New York Times bestselling author

The main goal is not to complicate the already difficult life of the consumer.

Raymond Loewy, Time

The purpose of a business is to create a customer who creates customers.

Shiv Singh, Actor

Life is conversational. Web design should be the same way. On the web, you’re talking to someone you’ve probably never met – so it’s important to be clear and precise. Thus, well structured navigation and content organization goes hand in hand with having a good conversation.

Chikezie Ejiasi, Designer

It’s not rocket science. It’s social science – the science of understanding people’s needs and their unique relationship with art, literature, history, music, work, philosophy, community, technology and psychology. The act of design is structuring and creating that balance.

Clement Mok, Author

Know what your customers want most and what your company does best. Focus on where those two meet.

Keven Stirtz, Author

A product is more than the product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service -from initial intentions through final reflections, from first usage to help, service, and maintenance. Make them all work together seamlessly. That’s systems thinking.

Don Norman, Author

Our business is about technology, yes. But it's also about operations and customer relationships.

Michael Dell, Dell

What I get to do is take that insight into how people think and how people behave and turn it into something, a product or a service, that is going to make their lives better. It’s going to improve their lives in some way that they may not even be able to articulate. To be able to make some small part of their experience better, and all of those little experiences add up to the sum of somebody’s life… the ability to touch people in that way is really profound.

Jesse James Garrett, Writer

It’s not enough that we build products that function, that are understandable and usable, we also need to build products that bring joy and excitement, pleasure and fun, and yes, beauty to people’s lives.

Don Norman, Author

By delighting users who merely expect to have their functional requirements fulfilled, companies are using design to help breed customer loyalty.

Design Council, Design Council

I believe that all brands will become storytellers, editors and publishers, all stores will become magazines, and all media companies will become stores. There will be too many of all of them. The strongest ones, the ones who offer the best customer experience, will survive.

Natalie Massenet, Net-a-Porter

In the South, we tell stories. We tell stories if you're in a sales position, if you're in a retail position, you lure your customer by telling a story. You just do.

Tate Taylor, Actor

Successful businesspeople in all fields endeavor to understand that they are in the business of designing a total customer experience. We call this the customer experience supply chain. The physical product or service is a central part–but, alone, not a sufficient part–of the equation for lasting success. Design is everyone’s job. Doing good design takes more than good designers. It takes a commitment from everybody in the company–soup to nuts, end to end.

Robert Brunner, Apple

No matter how good or successful you are, or how clever or crafty, your business and its future are in the hands of the people you hire.

Akio Morita, Sony Corp. Co-founder

If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends

Jeff Bezos, Amazon

Our multiaccess approach will make the life of the customer simpler.

Jean-Marie Messier, Vivendi

Let’s take most of the money we would’ve spent on paid advertising and paid marketing and instead of spending it on that invest it in the customer experience/customer service and then let our customers do the marketing for us through word of mouth.

Tony Hsieh, Zappos

It is so much easier to be nice, to be respectful, to put yourself in your customers’ shoes and try to understand how you might help them before they ask for help, than it is to try to mend a broken customer relationship.

Mark Cuban, Dalla Mavericks

Customers are irrational, don’t fight it, embrace it! Customers buy emotionally and justify with logic.

Colin Shaw, Beyond Philosophy

Good design is design that not only achieves a desired effect, but shapes our expectation of what the experience can be.

Astrida Valigorsky, Wonderbred

If you make the customer a promise... make sure you deliver it.

Merv Griffin, TV personality

The experience is about how we get there, not the landing place.

Bill Buxton, Researcher

Forget about the killer feature. Welcome to the age of the killer user experience. When technology achieves something desirable without being in your face, when it knows how to integrate itself into your wishes and desires without distracting from them, that’s when technology lives up to its potential.

Andreas Pfeiffer, The Pfeiffer Report

Make every interaction count, even the small ones. They are all relevant.

Shep Hyken, Author

Doing a great job, playing a significant role in your company’s success, and providing ongoing value is about delivering great user experiences. It’s about how your work can add real value for both the business and the people who use your products.

Daniel Szuc, Independent

In business, the idea of measuring what you are doing, picking the measurements that count like customer satisfaction and performance... you thrive on that.

Bill Gates, Microsoft

Courteous treatment will make a customer a walking advertisement.

James Cash Penney, J.C. Penney

Your smile is your logo, your personality is your business card, how you leave others feeling after an experience with you becomes your trademark.

Kate Holmes, The Resale Expert

People will sit up and take notice of you if you will sit up and take notice of what makes them sit up and take notice.

Harry Gordon Selfridge, Selfridges

Too many companies believe that all they must do is provide a ‘neat’ technology or some ‘cool’ product or, sometimes, just good, solid engineering. Nope. All of those are desirable (and solid engineering is a must), but there is much more to a successful product than that: understanding how the product is to be used, design, engineering, positioning, marketing, branding–all matter. It requires designing the Total User Experience.

Don Norman, Author

It's not about market share. If you have a successful company, you will get your market share. But to get a successful company, what do you have to have? The same metrics of success that your customer does.

Gordon Bethune, Continental Airlines

The buyer, the prospect, the customer expects you to have knowledge of their stuff, not just your stuff.

Jeffrey Gitomer, Author

Nobody raves about average.

Bill Quiseng, Speaker/Blogger

Users don’t care whose fault it is that a product works poorly, only that it works poorly. All the disciplines need work together to figure out solutions to product flaws… Focusing on the connective tissue between disciplines makes products holistic.

Dan Saffer, Author

What's important at the grocery store is just as important in engines or medical systems. If the customer isn't satisfied, if the stuff is getting stale, if the shelf isn't right, or if the offerings aren't right, it's the same thing. You manage it like a small organization. You don't get hung up on zeros.

Jack Welch, General Election

Discovering your purpose doesn't have to be complicated. Look at what you do and why you do it. Is it to make a difference in your customer's life? That's your purpose.

Anne F. Beiler, Auntie Anne's

You don't need a big close, as many sales reps believe. You risk losing your customer when you save all the good stuff for the end. Keep the customer actively involved throughout your presentation, and watch your results improve.

Harvey Mackay, Universal Uclick

To create great user experiences we need to focus on the now. In reality the problems of our users are painfully mundane and often obvious. It is our task to ease this pain, and in doing so we might not invent some amazing new thing, but that’s OK. Success is incremental.

Joshua Porter, What to Wear

Quality is remembered long after the price is forgotten.

Gucci, Gucci

To understand the man, you must first walk a mile in his moccasin.

Native American Proverb, Native American Proverb

If you don’t talk to your customers, how will you know how to talk to your customers?

Will Evans, Design Thinker in Residence @ NYU Stern

When a positive exchange between a brand and customers becomes quantifiable metrics, it encourages brand to provide better service, customer service to do a better job, and consumers to actively show their gratitude.

Simon Mainwaring, Blogger

A brand is defined by the customer's experience. The experience is delivered by the employees.

Shep Hyken, Author

Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.

Raymond Loewy, Time

There is a big difference between a satisfied customer and a loyal customer. Never settle for 'satisfied'.

Shep Hyken, Author

The best user experiences are enchanting. They help the user enter an alternate reality, whether it’s the world of making music, writing, sharing photos, coding, or managing a project.

Kathy Sierra, Developer

What has been and always will be true about Design Research is its consideration of people. The future lies not in ignoring needs, but in broadening our horizons. We need to think about more than just insights. We need to be collaborators and co-creators not only with the companies we are designing for, but also the communities and individuals we are researching.

Tara Mullaney, Design Research at Umea

If you work just for money, you’ll NEVER make it, but if you love what you’re doing and you always put the customer first, success will be yours.

Ray Kroc, McDonalds

If the user can’t use it, it doesn’t work.

Susan Dray, Dray and Associates

Value is created for the customer, and that allows our suppliers, agents and staff that work with Sany to obtain success.

Liang Wengen, Sany Heavy

At the end of the day, the job of the (UX) designer is to help tell a story that is relevant and meaningful, regardless of time, device or even location… Story is all around us. It gives us a sense of understanding and knowledge of the people and things that are important to us.

Christian Saylor, Universal Mind

Users should feel comfortable when they visit your site. They should feel that your site is designed, arranged and filled with logical information that they know how to get to. When you are consistent you make your users happy which will compel them to return.

Timothy Smith,

Design is not art. It is about crafting solutions to real issues.

Mark Boulton, Monotype

If you’re competitor focused, you have to wait until there is a competitor doing something. Being customer focused allows you to be more pioneering.

Jeff Bezos, Amazon

Setting customer expectations at a level that is aligned with consistently deliverable levels of customer service requires that your whole staff, from product development to marketing, works in harmony with your brand image.

Richard Branson, Virgin Group

Always deliver more than expected.

Larry Page, Google

We’re trying to do something really interesting and fun but we also need to be humble…because we know that everything is based on this foundation that we’re trying to do what’s right for the customer….you realize that these users make your livelihood possible.

Kevin Hale, Wufoo

86 percent of customers are willing to pay more for a better experience

Rightnow Survey, Rightnow Survey

It is not the employer who pays the wages. Employers only handle the money ... It is the customer who pays the wages.

Henry Ford, President

Because it is customers who must buy the product and who must be satisfied with it, the product must be developed with their needs and wants as the principal inputs to the new product development project. When this is not the case, the new product introduction is often disappointing.

Ronald G. Day, Author

Experience design is more about the kind of experience users actually have than about controlling the experience you try to give them.

Robin Good, Master New Media

Treat [the customer] as guests when they come and when they go, whether or not they buy.

Harry Gordon Selfridge, Selfridges

Old-school usability espouses the idea that user activities are onerous tasks that they want to get out of the way as soon as possible. While this is true in some cases, usability is now widely understood to be more of a hygiene factor–something that can cause dissatisfaction if missing, but its presence cannot take you beyond lack of dissatisfaction.

Harry Brignull, Blogger

Our greatest asset is the customer! Treat each customer as if they are the only one!

Laurice Leitao, SeraCare

One, we committed to put about 650 people in the field to focus totally on customer satisfaction.

Sanjay Kumar, Computer Associates International

Ultimately, by incorporating your brand into people’s everyday lives, you are given an amazing opportunity to drive home the message that your company is not just routine, but exceptional

Joseph A. Michelli, Author

For a human being the product is not an end in itself but the gateway to a plethora of experiences.

Nokia Design Manifesto, Nokia

When you’re trying to make an important decision, and you’re sort of divided on the issue, ask yourself: If the customer were here, what would she say?

Dharmesh Shaht, Hubspot

If you want your product to sell you have to start with focusing on transitions, wow moments, and endings to make it stick in a customer’s mind… You are not just making a product or providing a good user experience. You are giving people a story that will plant memories, and those memories will drive their behavior in the future. Make sure they have good ones.

Dmitry Dragilev, JustReachOut

By providing memorable social media customer service, companies not only create deeper connections with consumers, but they glean valuable insights on how to improve their products or services.

Amy Jo Martin, Author

When a brand connects with their customer, that in some ways is the easy part, the hard part is keeping the customer at the center after the success/profits comes flooding in. Success can breed complacency, success can breed arrogance.

Anna Farmery, Author/Blogger

We have a relationship with our customer, and that relationship translates into sales.

Richard Hayne, URBN, Free People

Always keep in mind the old retail adage: Customers remember the service a lot longer than they remember the price.

Lauren Freedman, President of the E-tailing Group

Every contact we have with a customer influences whether or not they’ll come back. We have to be great every time or we’ll lose them.

Keven Stirtz, Author

Usability really just means making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a web site, remote control, or revolving door – for its intended purpose without getting hopelessly frustrated.

Steve Krug,

The more we listen to and try to understand what are clients/users are looking for, we can refine our products, and processes in an effort to keep them engaged, and appeal to potential users and clients. With our users in mind and the right vision we can plan, and develop successful applications that don’t fade, because they are based on user needs, not trends.

Aaron Irizarry, Nasdaq

What makes people passionate, pure and simple, is great experiences. If they have great experience with your product [and] they have great experiences with your service, they’re going to be passionate about your brand, they’re going to be committed to it. That’s how you build that kind of commitment.

Jesse James Garrett, Writer

Exceed your customer's expectations. If you do, they'll come back over and over. Give them what they want - and a little more.

Sam Walton, Walmart

Starbucks is committed to evolving and enhancing our customer experience with innovative and wholesome food offerings.

Howard Schultz, Starbucks

The secret to designing an intuitive user experience is making sure that the conceptual model of your product matches, as much as possible, the mental models of your users. If you get that right you will have created a positive and useful user experience.

Susan Weinschenk, The Team W

There’s no better way to understand customer needs than to ask them, ‘What do you need?’ To do that at the most fundamental levels of your marketing strategy is a lesson that all companies can learn.

Scott McCorkle, Salesforce

It’s about knowing who your market is, knowing what is important to them, knowing why it is important to them, and designing accordingly. It’s also about listening after you’ve designed and adjusting to the changing marketplace: improving the experience of those in your market.

Joshua Porter, What to Wear

I'm constantly amazed that owners and managers of all businesses don't train their people to call the person who pays by credit card by name. It definitely makes the customer feel good and will be a factor in bringing them back to your place of business.

Zig Ziglar, Author

The behavior you’re seeing is the behavior you’ve designed for (whether intentional or not).

Joshua Porter, What to Wear

Businesses have now come to recognize that providing a quality user experience is an essential, sustainable competitive advantage. It is user experience that forms the customer’s impression of the company’s offerings, it is user experience that differentiates the company from its competitors, and it is user experience that determines whether your customer will ever come back.

Jesse James Garrett, Writer

Here is a powerful yet simple rule. Always give people more than they expect to get.

Nelson Boswell,

A good user experience isn’t necessarily that far removed from a poor user experience. It can be small, subtle differences that can have a huge impact.

Nathanael Boehm, UX Magazine

We need to stop worrying about proving the value of design and just focus on outcomes that provide value.

Denis Weil, Innovation Executive formerly at McDonald

There are many who subscribe to the convention that service is a business cost, but our data demonstrates that superior service is an investment that can help drive business growth.

Jim Bush, Executive VP at American Express

Revolve your world around the customer and more customers will revolve around you.

Heather Williams, Singer

Although your customers won’t love you if you give bad service, your competitors will.

Kate Zabriskie, Author

Customer service is not a department. It’s a philosophy to be embraced by every member of an organization, from the CEO to the most recently hired.

Shep Hyken, Author

If we want to create passionate users, we have to help them get better. Nobody’s passionate about things they suck at. If we can help them have richer, deeper, better experiences, we have a chance of making them passionate… If we could help our users be awesome, what would that mean to them?

Kathy Sierra, Developer

When a business defies the traditional, when it ‘colors outside the lines,’ customers often receive exceptional experiences.

Joseph A. Michelli, Author

What you can do is ask: 'What is the value to the customer? What are they willing to pay for?' Then, deliver great products and services.

Greg Brenneman, Burger King

Merely satisfying customers will not be enough to earn their loyalty. Instead, they must experience exceptional service worthy of their repeat business and referral. Understand the factors that drive this customer revolution.

Rick Tate, Motivational Speaker

In an era when companies see online support as a way to shield themselves from costly interactions with their customers, it’s time to consider an entirely different approach: building human-centric customer service through great people and clever technology.

Kristin Smaby, A List Apart

Every day we're saying, "How can we keep this customer happy? How can we get ahead in innovation by doing this?"…because if we don't, somebody else will.

Bill Gates, Microsoft

Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.

Chip Bell, Speaker

The toughest thing about the power of trust is that it's very difficult to build and very easy to destroy. The essence of trust building is to emphasize the similarities between you and the customer.

Thomas J. Watson, IBM

My definition of a ‘customer centric’ culture is where people are asking the right questions to the right people, who are able and willing to collaborate to provide their insights. In such a culture, over time, individuals ask the right questions more often and get the right answers more often. This is a reinforcing feedback loop. As this culture takes hold, more and more of the solutions coming out of the group would yield positive customer experiences.

Secil Watson, Wells Fargo

Satisfied customers will tell their colleagues about Rackspace, becoming promoters for our brand and an external sales force for our company. Therefore, fanatical support is essential to our business; it is what lies at the core of our company because we know it’s essential to our success.

Mark Roenigk, Rackspace

Honesty always pays.

Harry Gordon Selfridge, Selfridges

I learned from my first restaurant: Make customers happy, make sure the customer comes back again. And automatically, success has followed me.

Nobu Matsuhisa, Chef

Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty.

Nirmalya Kumar, Professor

I view a user experience as a conversation between people separated over the distance of time. At one end of that conversation are those who create the product; at the other, the people who use it. In between is the product itself–with a design that either helps or hinders; creates a barrier-free interaction or shouts in an unfamiliar language. Because this conversation does not happen in real time, we are not there to smooth over the rough spots and make sure that we have spoken clearly. Instead, we have to build our understanding of those users into every aspect of the design, by putting people–users–at the center of the design process.

Whitney Quesenbery, WQ Usability

I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to the customer what the ambition of their restaurant is. Not only the typeface and the design, but what is it printed on? Is it cheap-looking? Is it the right kind of paper for that restaurant?

Joe Bastianich, Restauranteur

Everything starts with thte customer.

Louis XIV, Historical figure

A satisfied customer is the best business strategy of all.

Michael LeBoeuf, Author

I dream of a day when products fulfill my needs without a glitch, when I am being served swiftly, compassionately and with understanding, by humans and computers alike. Not because I’m a designer and I like good experiences but because good experiences make the world a better place.

Niko Nyman, N Nyman Ltd.

If you work just for money, you'll never make it, but if you love what you're doing and you always put the customer first, success will be yours.

Ray Kroc, McDonalds

Intuitive design is how we give the user new superpowers.

Jared Spool, Writer

Customer support is an amazing reservoir of insights into what needs to change about the product…We prioritize our roadmap directly based on these insights. This has helped us to evolve our product and release features which we know in advance people will love.

Joel Gascoigne, Buffer

The golden rule for every business man is this: 'Put yourself in your customer's place.'

Orison Swett Marden, Author

There will always be a need for dialogue, and if we are to have a meaningful conversation with our users, we have to facilitate the conversation with an interface that welcomes them with open arms… By asking users to engage on a personal level, we are creating a relationship based on shared ownership of knowledge and value. And best of all, it doesn’t feel like work. Actions really do speak louder than words.

Zeus Jones, Zeus Jones

Your customer doesn’t care how much you know until they know how much you care.

Damon Richards, TPF4Y

The only intuitive interface is the nipple. After that it's all learned.

Bruce Ediger, Century Link IT

It’s time we designers stop thinking of ourselves as merely pixel people, and start thinking of ourselves as the creators of experiences. And when it comes to experience on the web, there’s no better way to create it than to write, and write well.

Derek Powazek, Blogger

Deeply understanding their customers is what allows successful companies to think five years ahead of the market and develop products and services that revolutionize the way we live our lives… By understanding the market and the needs of their customers, these companies can develop products customers want and put themselves in the best position to achieve success.

Demetrius Madrigal, Outbound Collective

Your most unhappy customers are your greatest source of learning.

Bill Gates, Microsoft

The customer experience is the next competitive battleground.

Jerry Gregoire, Dell

People react positively when things are clear and understandable.

Dieter Rams, Braun

User Experience Design is not data-driven, it’s insight-driven. Data is just raw material for insight… We have to be able to do both: use data to inform the fullest possible understanding of the behavior and context of potential users, as well as bring our own experience and talent to the challenge.

Andrew Hinton, State Farm

We must be sure to create a rich, nuanced landscape that lends itself well to the kind of organic, natural exploration that benefits our readers… If what we find changes who we become, we have to be vigilant about creating content worth exploring, worth discovering.

Amber Simmons, Ignite

User experience is everything. It always has been, but it’s still undervalued and under-invested in. If you don’t know user-centered design, study it. Hire people who know it. Obsess over it. Live and breathe it. Get your whole company on board.

Evan Williams, Evan Williams Bourbon

Whether it is the design of a program, a product or some form of communication, we are living in a world that’s totally designed. Somebody made a decision about everything. And it was a design decision.

Sam Farber, Broadcaster

They must become architects of community, consistently demonstrating the values that their customer community expects in exchange for their loyalty and purchases.

Simon Mainwaring, Blogger

Most [clients] expect experience design to be a discrete activity, solving all their problems with a single functional specification or a single research study. It must be an ongoing effort, a process of continually learning about users, responding to their behaviors, and evolving the product or service.

Dan Brown, 8Shapes

The single most important thing is to make people happy. If you are making people happy, as a side effect, they will be happy to open up their wallets and pay you.

Derek Sivers, CD Baby

My definition of 'innovative' is providing value to the customer.

Mary Barra, GM

Design, in the end, is about creating better things for people. Along the way, it can generate better profits as well.

Bruce Nussbaum, NEW Inc

Instead of a predefined narrative, websites must support the user’s personal story by condensing and combining vast stores of information into something that specifically meets the user’s immediate needs. Thus, instead of an author-driven narrative, Web content becomes a user-driven narrative.

Jakob Nielsen, Technical University of Denmark

Instead of prescribing the appearance of individual items, we build systems to anticipate them.

Heydon Pickering, Author of Apps For All - Coding Accessible Web Applications

User experience is the center of gravity of a project that pulls the necessary fragments of various design principles and disciplines together giving the finished product that shine, that glow, that luster, that compels and attracts.

Angel R. Marquez, Author

The design of good houses requires an understanding of both the construction materials and the behavior of real humans.

Peter Morville, Semantic Studios

It’s all becoming more and more about making a good experience for users… Now it’s not good enough to just be usable. The design has to fit into peoples’ lives. It actually has to make people happy, and anticipate their needs.

Dana Chisnell, UsabilityWorks

Users want to construct their own experience by piecing together content from multiple sources, emphasizing their desires in the current moment. People arrive at a website with a goal in mind, and they are ruthless in pursuing their own interest and in rejecting whatever the site is trying to push.

Jakob Nielsen, Technical University of Denmark

Users just want to have a good experience achieving the outcomes they set out to achieve in your site/system/product. Surely we, as experience designers, can not only design a non-problematic experience. Surely we can actually create a pleasurable experience through the way that people interact with our content or functionality.

Leisa Reichelt, Disambiguity

What makes people passionate, pure and simple, is great experiences. If they have great experience with your product and they have great experiences with your service, they’re going to be passionate about your brand, they’re going to be committed to it. That’s how you build that kind of commitment.

Jesse James Garrett, Writer

Design strategy is about serving people… The real challenge is in trying to solve the human problem. It’s about understanding their needs, their aspirations, and then meeting them in some way. So we are serving them. But sometimes their needs are to be surprised and delighted, and they can’t tell us how to surprise and delight them. That has to come from us as creative people in our profession.

Chris Hosmer, Speaker

No customer asked for an automobile. We have horses: what could be better?”

W. Edwards Deming, Engineer

You can't expect your employees to exceed the expectations of your customers if you don't exceed the employee's expectations of management.

Howard Schultz, Starbucks

In fact, I believe the first companies that make an effort to develop an authentic, transparent, and meaningful social contract with their fans and customers will turn out to be the ones that are the most successful in the future. While brands that refuse to make the effort will lose stature and customer loyalty.

Simon Mainwaring, Blogger

The fundamental issue is: In the world of the Internet, is there a place for a packager of services? Does the customer want to go surf the Net and go to every one of 50,000 Web sites? Or will people pay a reasonable amount for somebody to go out and preselect and package what they want? My guess is they will both coexist.

Louis V. Gerstner, Jr., IBM

The problems that products are designed to solve require the use of many design disciplines. Some of these design efforts work directly at the user’s interaction while others are employed to address the business’ bottom line. But all of these design considerations affect, and sometimes create, an intended experience for the product… I encourage us change our discourse to include the idea of a product experience, instead of the experience that only deals with the user.

Andrew Crow, Uber

You don’t sacrifice the experience for growth; you drive growth from the quality of the experience.

Robert Brunner, Apple

What is the end? The end is the task the customer wishes to complete. That is what we should manage.

Gerry McGovern, Land Rover

By going deep into our customers’ lives and closely observing their behaviors, you can wow them when you address needs that they’d never be able to articulate. By immersing yourself in the customer’s wider world of emotion and culture, you can wow them by attuning the offering to practical needs and dimensions of delight that normally go unfulfilled.

Peter Merholz, Writer

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

Peter Drucker, Author

To have to be laser-focused on the customer experience, and that's everything from the actual supply chain. Making sure that our vendors are treated well, all the way through to the unboxing experience and making that magical.

Neil Parikh, Casper

Users are not always logical, at least not on the surface. To be a great designer you need to look a little deeper into how people think and act.

Paul Boag, Author

You’ve got to start with the customer experience and work back toward the technology, not the other way around.

Steve Jobs, Apple

The whole point of human-centered design is to tame complexity, to turn what would appear to be a complicated tool into one that fits the task, that is understandable, usable, enjoyable.

Don Norman, Author

We value things according to the quality of the experience we have when we use them… A great product doesn’t just do its job; it does something more.

Harold Hambrose, Carnegie Mellon University

Customers will never love a company until the employees love it first.

Simon Sinek, Author

You have to understand who your customer is and her motivations and marry it to what's happening in the outside world.

Mindy Grossman, HSN

It’s not just because a great user experience makes a product more enjoyable and ultimately fun to use. It’s because this type of design thinking and understanding of the customer seeps into every other aspect of the product.

Jeff Gothelf, Blogger

David Armano, Logic+Emotion: We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.

David Armano, Logic+Emotion

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

Jeff Bezos, Amazon

If we look at the most disruptive organizations in our marketplace today — like Uber, Fitbit, Airbnb, and others — what those organizations have done is taken the traditional idea of what it’s like to be a customer along with what’s it like to use a product that an organization produces. Then they have completely blurred the lines between those two concepts.Customer experience has become product experience, and that’s what is creating such massive disruption.” Tweet this.

Scott McCorkle, Salesforce

If a customer walks out without shoes, you really want to find out why. 'It didn't fit' is not good enough.

Thomas G. Stemberg, Staples

Asking users to adopt new behaviors or even modify their existing behaviors is very, very hard.

Khoi Vin, VP of UX at Wildcard

Usability answers the question, “Can the user accomplish their goal?"

Joyce Lee, Human Factors Design at Apple

Businesses that have increased their investment in the customer experience over the past three years report higher customer referral rates and greater customer satisfaction.

Nick Finck, Author

If you take care of your people, your people will take care of your customers and your business will take care of itself.

JW Marriot, JW Marriot

Always do more than is required of you.

George S. Patton, Government

Customer expectations? Nonsense. No customer ever asked for the electric light, the pneumatic tire, the VCR, or the CD. All customer expectations are only what you and your competitor have led him to expect. He knows nothing else.

W. Edwards Deming, Engineer

Be someone else. It takes great empathy to create a good experience. To create relevant experiences, you have to forget everything you know and design for others. Align with the expected patience, level of interest, and depth of knowledge of your users. Talk in the users’ language.

Niko Nyman, N Nyman Ltd.

Usability is like love. You have to care, you have to listen, and you have to be willing to change. You’ll make mistakes along the way, but that’s where growth and forgiveness come in.

Jeffrey Zeldman, An Event Apart

In the absence of detailed information, we all work from assumptions about who the user is, what he or she does, and what type of system would meet his or her needs. Following these assumptions, we tend to design for ourselves, not for other people.

Richard Rubinstein, Producer

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