Tell you what, it is the smile on someone’s face serving the cookie that makes the treat sweeter.
Today we’re heading towards a future that holds something immersive and exciting, full of magic and surprise. In just three years, customer experience (CX) will become a key brand differentiator topping both product and price. In this #GuruChats we discussed how businesses are capitalizing evolving technology, micro-moments and changing buying habits to create a seamless buyer’s journey.
Our wonderful guests Cristina Roman, Jade Alberts, James Bowen and Brain Blender enlightened us with insights, strategies and case studies focused on creating and maintaining a customer-centric culture. They shared tweets about brands walking an extra mile to inform and entertain customers for leads, conversions, loyalty and ambassadors.
Things we’ll cover:
- what’s customer experience
- customer experience strategy
- technology and customer experience
- customer experience examples
- how to improve customer experience
Let’s dig in deeper.
What Is Customer Experience?
Customer experience is the interaction between a brand (its products and services) and customers from the beginning till the point of transaction and even beyond that. A relationship in which all the touch points effect the overall brand perception and customer satisfaction.
When you walk in IKEA looking for something special to decorate your new home, a sales person comes to your help and a good one gives you interesting ideas. But with the advent of the internet and riveting gadgets, the customer experience horizon has widened.
A1 LISTENING. The customer experience needs to be memorable so they come back. If you can’t bring back your current clients you have issues. Make there experience easy and seamless. #guruchats https://t.co/SUVJmQtbcc
— Jade Alberts Consult (@Jade_A_Consult) December 6, 2017
Know that brands have the liberty to engage with the customers on emotional and cognitive level through any medium of communication anytime from anywhere with any visual, audio or text-based means.
Customer Experience Strategy
To articulate a winning strategy for customer experience, you need to plan ahead of time especially for the holiday season. Here are six steps to create a blueprint, execute it and evaluate its success.
Step 1: Create a vision everyone aligned with your brand follows.
Step 2: Understand your customers and observe their buying habits.
- Study gender-based consumer behavior
- Know the digital vs real world consumers
- Focus on millennial mom’s shopping behavior
- Identify millennial customers on mobile
Step 3: Use different means of communication to reach customers:
- Create visuals to accentuate messages
- Tap on storytelling for holidays and other special days
- Adapt to shopping trends to look contemporary
- Make use of technology to upgrade experiences
Step 4: Connect with customers on an emotional or psychological level.
Step 5: Open channels for feedback to grasp the effects of your efforts.
Step 6: Measure key performance indicators to improve your strategy.
A4 It's important to determine what we want people to experience, what it feels like and then translate it into a consistent journey, from, visual, copy and ad to product page, checkout, confirmation email, follow-up, customer support, etc. #GuruChats pic.twitter.com/8lvfWLazX4
— Cristina Roman (@cristina_ssft) December 6, 2017
Technology And Customer Experience
The scope of customer experience is changing. Hyper-realistic digital marketing trends are creating new avenues for both brands and customers to interact with one another. These technologies such as voice search, artificial intelligence, augmented reality, virtual reality, holograms have created both opportunities and challenges. In fact, social media platforms ae introducing new ways of selling and engagement.
A6 VR and AR lets us experience a service/product before buying it, thus reducing the customer risk of purchasing a service/product that won't address their need They also provide new ways of using a product/service #GuruChats @LogoDesignGuru https://t.co/SHaO2IoS9I
— James Bowen (@jamesBowen2015) December 6, 2017
Customer Experience Examples
Brands belonging to different industries are striving to give an extra-edge to the way they attract, convert, close and delight customers. Most of the efforts are many times catered towards millennials, who are considered the most active and responsive generations of all time.
- Airlines are using unconventional techniques to entertain travelers. Qantas, KLM and Air France offer their passengers virtual reality headsets to explore the places they’d wish to visit and to use the technology on-air.
- Conversational commerce if on the rise and brands like Whole Foods, General Electric and Starbucks are using chatbots to answer queries, make suggestions, and accept in-app payments.
- Fashion retailers are addressing the needs of digital customers for sales growth. Rebecca Minkoff is using interactive smart mirrors giving its customers the privacy and freedom to make choices, try things on and get opinions.
A6 #VR is ideal for 360 degree showcase of perhaps display center or visualizing how products will look in real life situation E.g. @EtihadAirways @Jaguar @McDonalds .
AR can be used to superimposed products on user E.g. @LOrealParisUSA makeup, @PepsiMAX @Disney app#GuruChats
— Janil Jean (@JanilJean) December 6, 2017
How To Improve Customer Experience
There’s no such thing as perfection, and there is always room for improvement. The best way to know whether or not your strategies are working is by taking feedback from your customers. You need to listen and act upon the reviews and suggestions if they’re valid and if they help you improve your products, services and experience.
- Humanize conversations even if a robot is working for you
- Update your technology and practices to suit the era
- Be responsive towards customer’s feedback and reviews
- Conduct quarterly surveys to get insights from buyers
- Be innovative and creative instead of boring and dreary
- Train your staff about latest trends and engaging methods
A9 Any feedback is good feedback it shows what your doing right & wrong then adopt accordingly #GuruChats
— BrainBlender (@BrainBlenderTec) December 6, 2017
How Will You Make Customer Experience Better In 2018?
To become our guest for #GuruChats, pick your favorite topic/s here.