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4 disciplines that consistently drive exemplary customer experiences


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4 disciplines that consistently drive exemplary customer experiences

  1. 1. 4 Disciplines That Consistently Drive ExemplaryCustomer ExperiencesThis is the age of the customer. Youre not going to succeed only through your manufacturingpower, distribution prowess or information mastery – these have all been commoditized.Companies that want to succeed must do the work of building competence in deliveringextraordinary customer experiences. Irrespective of where you are in your customer experiencetransformation journey, the thought of becoming irrelevant to your customers should prod youto take action. Use the following golden rules to help your organization design and deliverbreakthrough experiences that create “wow”. Focus on:  Moments of Truth  Brand Values  Technology and People  Brand EcosystemMOMENTS OF TRUTH ‘The First Moment of Truth’, the first interaction between a shopper and a product on a store’s shelf was a term coined by Procter &Gamble in 2005. It was proposed as one of the most criticalmarketing opportunities for a brand as P&G asserted, and others believed that shoppers makeup their mind about a product in the first few seconds after they encounter that product for thefirst time.© Rupa
  2. 2. For customers of Starwood Hotels& Resorts, owner of the “W” and Westin chains, the moment of truth comes when customers first walk through the door of their hotel room and see the bed. The bed (clean with sumptuous linens) is believed to strike a powerful emotional chord with customers, so much so that Starwood Westin now offers the“Heavenlybed” for sale.BRAND VALUES Well-articulated brands find clear and compelling differentiators that prompt customers to become impassioned advocates. There are several companies such as Harley-Davidson, Apple, IKEA that possess such strong differentiators that their customers connect tothem on an emotional level, creating “tribes”, “loyalists” and “followers”. The strongest tribalbrands evoke “loyalty beyond reason” – for e.g. this kind of loyalty persuades people to haveHarley-Davidson tattooed across their bodies; wait for 6-7 hours outside the Apple store to gettheir hands and in the case of fans of the furniture brand IKEA – create fan art, write songs, begto sleep in the stores overnight and even get married at IKEA stores. These are the lodestars ofcustomer experience. In a world of competing alternatives, these brands make it easy forcustomers to show allegiance to them.© Rupa
  3. 3. Witness IKEA. Everywhere you look in its stores, the company’s brand values are evident: thecompany highlights its low prices boldly across all product merchandise. Products featuresuperior design aesthetics, clearly distinguishing it from its rivals. Makes shopping so engagingand interactive; armed with free paper measuring tapes, pencil and notepads provided at theentrance, shoppers can make use of on-site childcare to shop in comfort. Everything in IKEAreflects the brand, leading to a satisfying interaction for each of its store’s customers.© Rupa
  4. 4. TECHNOLOGY AND PEOPLE Technology is deployed to keep customers happy and coming back. Tools are employed to profile the most profitable customers and helps managers focus their people on keeping them happy. For e.g. Harrah’s Entertainment,Inc(Harrah’s) achieved a leadership position in the gaming industry use innovative use ofinformation technology to enable a keen focus on knowing their customers well, giving themgreat service and rewarding their loyalty so they seek out a Harrah’s casino whenever andwherever they play resulting in a 72 percent increase in the number of customers who play atmore than one Harrah’s property increasing customer retention and share of wallet.CREATE A BRAND ECOSYSTEM Customers also interact with a brand across multiple channels or touch points such as the store, website, email, call center, IVR and mobile. While each touch point needs to work in a seamless way to ensure brand and delivery consistency, analyzing these moments of truth as a constellation ofexperiences that stitch together can provide opportunities for creating customer “wow”. Forinstance, the Nike+ Fuel band ecosystem that includes the hardware, software and interactivecontent that is designed to track your daily athletic activity and goals.Designing an orchestrating great customer experiences is harder than you think. But the payoffis immense – you will be rewarded with customers’ genuine affiliation and unwavering loyalty!© Rupa
  5. 5. About CXP DesignCXP Design (, founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our is an Associate Director at Happiest Minds Technologies (, a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa