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The 3 e’s of customer experience
1.
The3E’s ofCustomer Experience Allallowbrandstoform insightsontheir interactionwithcustomers. Mobiledevicesarenowcentral to29%consumers,while another21%issetto increaseusage. 7of10onlinecustomers useasmartphonetomake purchases. Evenphysicalretail isaffected. By2012,thepercentagehad increasedto60%. AspertheWebsiteUXReview, only40%ofthewebsite navigationevaluatedpassed basicusabilitytests. By2014,thenumber hadrisento69%. Before2014lessthan50% brandshadeasilynavigatedand accessiblewebsites. From 1999to2012the percentageofwebsitesthat acceptedaseffectiveintheWebsite UXReviewincreasedfrom
39% to59%. www Howcantheyovercomethesechallenges? Effectiveness Ease Emotion Isemotionalexperiencecreationagame-changerforbrands? Between2011and2014improved easeandeffectivenesscontributeda 13%pointbump. Thiswasstill farbehindemotional experiences,whichoffereda 40%pointincrease. Itisthebiggestpredictorofloyaltyincustomers. 45,000people–18industries Emotionbeateaseandeffectivenessin17of18 Itisalsoastrongcompetitivedifferentiator. Thetop15brandssurveyeddeliver28 positivereviews foreverynegativereview Comparedtoabenchmarkaverageof13:1 But,howisthesmartphoneimprovingemotionalconnectwithbrands? Tailor-made offerings Convenience Real-time interaction Whatarethechallengesfacedbybrands? Increasedcompetition from rivalbrands Real-time solutions Tailor-madeofferings from competitors Datadrivenconsumer understanding Standardizationof experienceacrossalllevels Theageofservice/productdeliveryisover. Brandsandcustomersareconstantlyinnovatingtofindnew waystoconnectwitheachothereffectively. Brandsaretryingto Inanefforttobuildcustomerloyalty. Meet customerneeds Simplify interaction Provide positiveexperiences
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