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.
Traditionally, the voice channel is viewed by organizations as a higher cost channel, and recently, digital channels are viewed by customers as lower effort channels. Therefore, the accelerating trend over the last decade has been for organizations to move their focus from the voice channel, live agent interactions, to digital channels, or automated interactions. Compound this with the preference for self-service amongst the rising Millennial Generation and organizational initiatives to reduce the cost per interaction across channels, and it’s easy to see why many think that voice is dying.
Sixteen years ago, only 6.7% of the global population had internet access. Today, 3 billion people and 40% of the global population can log on and connect. ¹ And by 2020, that number is projected to double.
With digital growth accelerating, it acts as a disruptor to every organization in every industry. It also fuels what customers want and expect out of an organization’s customer experience. From self-service check-out lines at grocery stores to video kiosks at bank branches to drones that enable 2-hour shipping – if you’re not fast and efficient then you’re out of business.