The type of customer experience your company provides to its customers can make or break the brand. The game has changed and the winners in today’s market are those who provide a great experience to their customers throughout the entire customer journey. Learn how to increase demand and encourage growth through great customer experience by leveraging these 6 ‘C’s of Great Customer Experience!
Are you sitting at your desk working? Are you sitting on the couch browsing with your tablet? Are you in a Uber hurling towards the airport and trying to move your flight departure time? Where you are, what you are doing, what kind of access you has matters A LOT! Contextualization focuses the experience on where you are, what device you are using as well as preferences such as location, language, and time of day. In a nutshell, contextualized experience is what brands use to go above the muck in today’s omni-channel, multi-device, multi-lingual, multi-step world to provide you with a more personalized and relevant experience.
A brand is successful by promises made and promises kept. By consistently shaping communications and interactions that highlight strong delivery and core themes brands set customer expectations and drive loyalty by meeting them. Lack of consistency and failure to meet expectations has the exact opposite effect. Have you ever dialed into an automated “phone-tree”, entered a bunch of information only to be transferred and then have to re-enter all of your information again? It’s frustrating at best. A consistent experience delivers what you expect at every step in the customer journey. At each touch point, it knows where you have been and where you are now.
The online world is much more social than ever before. Marketing is no longer about one-way communication in which brands bark messaging at customers, it’s about engaging with them. Today’s marketing is “N-directional.” It’s an on-going engagement with the brand, a customer, and the brand ecosystem. Everyone knows that good friends are the ones that know how to listen. The same is true for brands.
Our customers have multiple ways to engage with us from traditional media advertising, mail campaigns and phone to digital platforms such as sites, applications, kiosks, digital signage, email, texting, social media and more! Your customers want to engage you through the mediums and platforms that make the most sense for them in the moment. Companies that truly get customer experience understand that offering the customer a great experience on the platform of their choice is a critical component for success. Multi-channel isn’t just about a website responsive design that works on laptops and smartphones. It’s about really being able to serve customers on any channel and further it’s about being equipped to add a new channel at a moment’s notice. New channels emerge all the time, and it is the first movers in nearly all cases that dominate the new space.
Convenience is a no brainer. Customers love easy. You must reduce complexity at every step. Make it simple for them! Apple no longer has a checkout register. Any employee can help you complete a purchase. Need to schedule an appointment? A couple taps of by an associate on an iPad and you are done. That’s convenient and it’s enchanting. Now compare your hailing a cab to requesting an Uber. Hailing a cab requires good fortune or great patience. Uber by contrast puts mobility at the touch of a button, provides you with an ETA and requires no physical payment transaction. That’s convenient and it’s enchanting. Be convenient. Be enchanting.
#6 Cost effective
While great customer experience is vital for maintaining and obtaining customers, doing more (for your customers) often requires more time and resources. The key to creating and maintaining a great customer experience is finding a cost effective way to make it happen. The key to cost-effective customer experience is in the architecture of the platforms and solutions you choose to implement. Of course, the platform needs to enable you to deliver contextual multi-channel experiences that engage and enchant your customers. But it must also allow you to scale in an affordable way. By scale I mean few things. Scale as in volume. You need to be able to add more capacity without breaking the bank. Scale as in many birds, one stone. The platform should be able to cover many needs. Multiple sites, many channels within a site and so on. Scale as in capacity to innovate. Digital experience is a space of constant evolution. You need to be able to quickly and affordably develop and deploy new value to your customers.
How have the 6 C’s for Great Customer Experience enhanced your business? Let us know in the comments below.