A presentation to highlight the importance of customer experience to businesses and organisations in a more complex customer environment. Includes tips for those starting out on a customer experience journey.
Customer experience why it's important and some starter tips
Customer experience in contextWhy it’s important and some starter tipsMay 2011
‘I’ centred media Customers are deciding when to interact and in a way that suits them. A growing number will use a number of channels simultaneously
Too busy Customers are experiencing greater demands on their time. The growth in self service and automation demonstrates the need for convenience and ease of use. Mobile apps and smart phone growth is driving product and service simplification.
At the touch of a button Mobile apps continue to drive simplicity and accessibility for customers. The National Rail app is an example of how to empower a customer. They now have more knowledge of train times and delays than those operating the stations.
Elevated expectations Customer expectations are increasing as experiences from other industries influence different sectors. The Apple experience is identified as ‘best in class’ and something which is replicated by other brands outside of the technology sphere.
Customers have no commitment There’s a growing trend away from ownership. Customers are happy to rent products and services on an ad-hoc basis whether it’s cars or handbags. Recent research by mortgage lenders shows the UK may be moving towards a European model of rented living.
Compare, contrast, recommend Customers have the power to circumnavigate traditional advertising and promotion and find out about product and service efficacy direct from friends and other users.
Shaking things up Customers are benefiting from innovative brands who base their business model on the gripes of customers. High airfares has seen easyjet become Europe’s largest airline.
Some customers will go to great lengths The days of complaining by letter are long gone. The complaint ‘ripple’ is now wider as customers have the ability to broadcast their feelings to a mass audience. Brand prospects are being influenced by both negative and positive messages.
Are you really different? Are you different from your rivals? What differentiates you? Whilst you may be able to explain a difference can the customer? What is your customer experience proposition?
A unique experience? Is your experience unique? Will I notice a difference? How will I be treated differently?
Getting cut through Do you stand out from the crowd? Would I notice you in a crowded marketplace?
Listening to customers Are you listening to what customers tell you? How are you interacting with those you are unhappy?
Go to your customers Go and speak to your customers where they hang out. The days of the microsite are dead. Don’t built and expect customers to come to you. They simply won’t. Seek them out where they hang out. Tesco have opted for Facebook.
Something for everyone Do you have a wide enough portfolio for your expanding customer types? Your customer segmentation will be expanding. Is your offering enough to keep them happy? In Japan, KitKat sought to launch up to 19 regional varieties.
Going the extra mile Give customers the odd treat to say thanks for staying with us. Spanair used customer ticket data to buy their customers Christmas gifts which arrived before their bags
Get customers to fix things Ask customers for feedback. Ask them for help. They’re more than happy to tell you any problems. A great example from the Netherlands were councils encouraged customers to register issues via their mobile.
Break the mould, others will follow Do you class yourself as market leading? Are you breaking the mould in your sector? Have you even thought about customer experience philanthropy?