7 Ways to Create a Customer Experience Strategy
But this is an industrial view of customer relationships, a sign that many firms still think relationship, with the customer playing master to a servile company? . are entrenched in close relationships, any price increase or change in terms can . The company disrupted the low end of the customer relationship management . This might involve changing decision rights, shifting roles and. Last year saw the rapid evolution of the 'we want it now' consumer. in technology are changing the business-consumer relationship image.
How the Changing Customer Journey Will Change Marketing | SYKES
A customer who feels deeply connected to a brand will often purchase from that company without comparing prices or competing product offerings. Turning customers into brand advocates offers another level of value for companies. The reason is generally because of a lack of connection. They had a good experience, but nothing is drawing them back. This leads to a more natural back and forth style of interaction between the customer and brand.
If you want to transform satisfied customers into brand advocates, you need to first start by having meaningful conversations that resonate with your target audiences so they begin to appreciate and connect with the culture of your business. If you want to create a digital environment where customers can gather information as needed from the web or mobile apps, then you need to consider a blended marketing and customer service environment where customers can find the right information when they need it.
The "bottom up transformation" is equally important to economic recovery, and consumers may well be part of that. Consumers have unprecedented opportunity to be active shapers of the products and services they buy and use, rather than passive receivers, taking whatever companies provide. Signs of this are everywhere. Just as everyone connected to the Internet can tell the world what they're thinking via Twitter, consumers can make their own products using 3-D printers, or by designing their own version of consumer products like Nike shoes.
Just as citizens can express their own views about restaurants or political candidates, they can make choices based on social and environmental criteria using resources such as the Good Guide.
- 7 Ways to Create a Great Customer Experience Strategy
- The relationship between consumers and business is changing from the bottom up
Examples like this show that this is not a vision of the future, but actually a present that is beginning to emerge more powerfully. The one-way relationship that companies have grown used to is collapsing under the weight of digital technology, decentralised power, and a taste for individualised products and services.
The increasing urbanisation of the world's population creates a density that enables the sharing economy to thrive. So, the question remains, how can your organization create a great customer experience?
How advances in technology are changing the business-consumer relationship
Create a clear customer experience vision The first step in your customer experience strategy is to have a clear customer-focused vision that you can communicate with your organization. The easiest way to define this vision is to create a set of statements that act as guiding principles. For example, Zappos use their Zappos core family values and these values are embedded into their culture; which includes delivering wow through service, be humble and embracing change.
Once these principles are in place, they will drive the behavior of your organization. Every member of your team should know these principles by heart and they should be embedded into all areas of training and development. Understand who your customers are The next step in building upon these customer experience principles is to bring to life the different type of customers who deal with your customer support teams.
If your organization is going to really understand customer needs and wants, then they need to be able to connect and empathize with the situations that your customers face.
One way to do this is to create customer personas and give each persona a name and personality. For example, Anne is 35 years old; she likes new technology and is tech savvy enough to follow a video tutorial on her own, whereas John 42 years old needs to be able to follow clear instructions on a web page.
By creating personas, your customer support team can recognize who they are and understand them better.
Well, the best customer experiences are achieved when a member of your team creates an emotional connection with a customer. One of the best examples of creating an emotional connection comes from Zappos, when a customer was late on returning a pair of shoes due to her mother passing away.