You obviously know that providing a great experience is becoming the market battle as we move into the future. It can be the differentiator, with many executives stating it has more impact on revenue than the product itself.
Customer experience management (CEM) and customer relationship management (CRM) are not one in the same. While both concepts are crucial elements of keeping your customers happy, and have technological solutions for gaining insights on your customers through the power of data, they are different as it pertains to managing your customer and prospect base.
What does the local DMV have in common with, let’s say, Apple? Well, they both probably have a lot of the same customers. But how alike (or different) is the customer experience when engaging with each of these organizations?
Have you ever made that big investment for a systems solution to only realize later that it doesn’t fix your problem? Many companies do, and end up with rather expensive and odd coat racks. Which leads to this story.
Increasingly, the experience is the product.
The experience a customer has when they unwrap their purchase or get to personalize the music on hold or chuckle at the sheer number of dog puns in a piece of marketing (BarkBox: You lucky dog! We paw-pick the best toys for your pawchus.) is how you reach customers’ hearts and provide the emotionally-charged memories that garner loyalty.
Customer experience, in some ways, is more important than the product itself, leaving organizations scrambling to dream up ways to differentiate and enchant customers.
At our user group last week, Guy Kawasaki, Chief Evangelist at Canva and former Evangelist at Apple, defined enchantment as “the art of changing hearts, minds and actions.” He then proceeded to model, in the wittiest of ways, his top 10 steps to enchantment. Below is the advice he gave.
We are excited for Tiffani Bova to present at PTP’s user group later this month. She’ll discuss how service differentiation can fuel growth at a time when customer experience is becoming the new competitive battleground.