Customer experience is one of today's hottest topics as retailers and manufacturers realize that expectations are rapidly changing—causing traditional brand and marketing strategies to lose effect. Want to get ahead? Here's a framework for your review!

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Experiences Are
Driving Consumer
Purchases
A simple framework for developing
an excellent customer experience

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Shift From Marketing Products to Delivering Experiences
Evolving expectations
bring new channels and
new ways of connecting
with consumers
Enhancing customer
experience is
imperative to
staying relevant
Leveraging technology is
a powerful enabler
for enhancing
customer experience
BRANDS AND RETAILERS NEED TO REMAIN OPEN TO THE SHIFTING
TECHNICAL AND CULTURAL LANDSCAPE

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Enhance Customer Experience to Increase Revenues / Profits
An average Net
Promoter Score
increase of 7%
correlates on average
with a 1% growth
in revenue
Customers with
excellent past
experiences spent
140% more than
those with poor
past experiences
Improving the
customer journey
can increase
revenues up to 15%
and lower costs by
up to 20%

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Change Expectations Along the Entire Customer Journey
AfterDuringBefore
Customers have specific
needs at each stage of the
purchase journey
Improve customer
experience by identifying
consumers— then speak
to and directly serve their
values and lifestyles

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Dollar shave Club identified
customers who wanted
comfortable and simple
retail experiences.
Their retail model and
messaging speaks directly
to their customer’s values
and lifestyles.
Go Outside-In for a Better
Customer Experience
Dollar Shave Club doesn’t make
a better razor or create a
closer shave. They know when
blades need to be changed and
provide a cost-effective, easy
way to do so.

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Applying outside-in
thinking allows you to view
the world from the
customer perspective—
driving past organizational
complexities to identify
achievable opportunities.
Go Outside-In for a Better
Customer Experience
“I’m not a tech guy. I am looking
at the technology with the eyes
of my customers, normal
people’s eyes.”
—Jack Ma, Alibaba

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• Create a truly
personal experience
• Train staff as experts in both
products and relationships
• Use connectivity to drive
convenience and loyalty
Connect with your Customer
“You’ve got to start with the
customer experience and work
back toward the technology, not
the other way around.”
—Steve Jobs, Apple

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Learn about your customers
Make it easy for your customers
Add value for your customers
Leverage Technology to Innovate for Tomorrow
8
Technology revolutionizes
every aspect of customer
experience—from
customer engagement to
in-store assistance,
education, the shopping
experience, operations,
logistics, customer
service—and much more.
USE IT TO:
?

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LEARN MORE
With the right focus, your business will thrive.
The time to start making the changes is now.
For more information, read the
Reinventing Experience in the Era of
the Customer white paper.

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