How the best companies in the world are revolutionizing customer experience
Companies are constantly searching for ways to improve their customer experience. The best ones, though, have gone a step further and transformed the process into an adventure — one that has been designed from start to finish with customer personal interests in mind.
Customer experience is the new competitive battlefield. In a world where customer expectations are sky-high, your company’s ability to deliver exceptional customer experiences has never been more critical. In this blog post, I’ll walk you through how the best companies in the world are reinventing their customer experience so they can set themselves apart from competitors and keep customers coming back for more.
Delivering excellence is crucial
It doesn’t matter if you’re a Fortune 500 company or an entrepreneur with just one employee: delivering an extraordinary customer experience will be crucial to success in today’s marketplace. So what does it take? It starts by focusing on getting closer to your customers, understanding them.
A customer’s word is more powerful than ever. The old saying, “the customer is always right” has never been truer these days as people are much less likely to be able to afford something they want if they don’t get what they’re looking for from their favorite store or service provider without a good experience.
In this day and age customers should feel like queens and kings. In fact, people have become so accustomed to great service that when they don’t get it, they’re quick to share their gripe on social media or other online forums. It doesn’t matter if you’re a multinational corporation with millions of customers worldwide or just a local small-business owner; there’s no escaping the reach of unhappy customers who will voice their opinions about your company no matter where they are in the world.
The question is not whether you have disgruntled consumers but rather how many? And more importantly: What are you doing to mitigate the impact and reverse course?
Reinventing customer experience
Recent years have seen the best companies in the world reinventing their customer experience, and it’s been a fascinating exercise for marketers to watch. They’ve done this by changing the way they interact with customers in addition to what they offer them. So, what are some of these changes?
The first major change we witnessed is how brands interact with their audiences in the digital-first race. For many brands, simply using social media as a channel for engaging with customers is enough. However, what sets top performers apart is how they go beyond that, such as by live-streaming social commerce events or connecting through chatbots. These can help humanize businesses and lead to successful interactions.
Because the digital age has changed the way most businesses perceive their customers, they’ve had to change their approach accordingly. The challenge for brands is finding new ways of interacting with the audiences that differentiate them from their competitors and provide something unique to each individual.
One way that companies have done this is through omnichannel solutions that allow people access to customer service over whatever channel they prefer — whether in-person, on social media, search engines, or another digital platform. This approach is one we have seen a lot of top performers use successfully, and it’s certainly something other brands can replicate if they want to stand out from the crowd.
Another major shift we have noticed among leading companies that are delivering excellent customer experiences is their dedication to providing exceptional service consistently. While it’s still crucial for companies to have a good product or service, they’re now recognizing just how critical effective customer support can be in engendering happy customers.
As mentioned earlier, the world has seen major changes due to emerging technology and business processes such as e-commerce. But there are also plenty of other factors that impact people’s lives too, like the amount of information available at our fingertips and more precise communications through apps that help us track activities like our health and fitness. This means there are more support questions than ever before coming out of all areas of people’s lives — so businesses need to adjust accordingly. If they want to see long-term success with their customers, they need to deliver more support than ever before.
The last change we see among the world’s leading brands is a shift toward becoming more personal in how they engage with customers. While some companies might view this as simply having better quality content — which is true — it’s also about communication that connects on an emotional level. The best businesses are able to fully understand what their customers care about and tailor campaigns accordingly. That can mean offering perks or special deals based on their interests or interaction touchpoint. This brand-to-customer connection builds loyalty and helps calcify closer relationships between businesses and their customers.
In part 2 of this blog series, Hany Anbar explains the role of tech to enhance the customer experience.
Hany Anbar is ECU’s Director of Data Analytics and Customer Experience. Contact us to discuss what you need to achieve customer excellence.