A great customer experience at every touchpoint
Nowadays banks are closing branches, retailers are going digital, and meals can be ordered through apps. One would almost forget that there are still touchpoints outside the digital world. And all those contact moments with customers have impact on the overall customer experience.
Michael Henshaw and Bruce Kasanoff wrote in their book, Smart Customers, Stupid Companies, about the importance of customer experience. Besides the digital experience, they mention the static experience and human experience. All should meet the expectations of your customers, and should be in line with each other. Your customers often cross multiple channels in one transaction, in the pursuit of one single goal. Their journeys aren’t linear, nor logical. They are intuitive, context driven, and omni-channel. So if you haven’t mapped those journeys yet, you need to start now!
Branding (in the meaning of bonding with your customers) is closely connected with your customers’ experiences. Why? Your ambition: “How do I fulfil the needs of my customers, and empower them to make better choices in their everyday life?” will (and needs to) be felt by your customers.
This need-based, customer-centric way of thinking will help deliver the most meaningful customer experience for your brand. And those customer experiences aren’t only based on the product or service itself, but also on how and when it is offered/delivered. Therefore, transparency is strongly related to this.
It may come as a surprise, but this need-based customer experience is commercially rewarding. For instance look at Airbnb. In the early days a lot of accommodations didn’t offer an internet connection. The ones that did, understood that this was what travellers were looking for. And they were chosen instead of the ones that didn’t offer the connection. The same counts for travel in general. For a same 2 hours drive, would you choose a bus with free wifi or a train that hasn’t?
From good to great
Regarding this, I remember an other book: Good to Great, written by Jim Collins. A few years ago we used Collins’ theory to support our customer to consider its services, customer journeys and leadership. Collins calls this “going above and beyond for your customers”. Offering a great customer experience with every service provided at every touch point is the ultimate goal.
If you are interested, read more about Forrester’s annual Customer Experience Index (CXi) research.
Blog by: Inge Keizer – Spargle Associate