CUS­TOMER EX­PE­RI­ENCE

New Zealand Marketing - - Motion Sickness - Rosina Webb, founder and owner of the En­er­gise Mar­ket­ing Agency and Deputy Chair­per­son of the Mar­ket­ing As­so­ci­a­tion

I refer to any­thing as­so­ci­ated with shap­ing pos­i­tive ex­pe­ri­ences for our cus­tomers as the ‘hu­man to hu­man busi­ness’. It doesn’t mat­ter how much we cling to tech­nol­ogy, bots, or mo­biles most peo­ple still want to deal with peo­ple at some stage of ‘the ex­pe­ri­ence’.

This is often for­got­ten when au­to­ma­tion and dig­i­tal so­lu­tions are driven through or­gan­i­sa­tions in the name of cost sav­ings. Don’t get me wrong, striv­ing for ef­fi­ciency is not bad but ‘cus­tomer ob­sessed’ com­pa­nies do it so well that it is ei­ther a mix of au­to­ma­tion and a ‘real’ per­son or they make the au­to­ma­tion so per­son­alised you ac­tu­ally ‘feel’ (and yes it is a feel­ing) that you are ex­pe­ri­enc­ing a ‘hu­man in­ter­ven­tion’. As an ex­am­ple, My Food Bag does this very well. When you phone their 0800 num­ber you are greeted by Na­dia’s bub­bly voice talk­ing you through the phone op­tions. All their texts and communications have this same pos­i­tive tone so that you ‘be­lieve’ you are al­most talk­ing to the Cook­ing Queen her­self.

How­ever, what you are ac­tu­ally ex­pe­ri­enc­ing is their brand. Their brand has been as­sim­i­lated into ev­ery touch point – that healthy dose of Kiwi good­ness is present at each tap, slide or click. Com­pa­nies often for­get this when pur­su­ing im­proved pro­duc­tiv­ity – and we un­for­tu­nately de­fault to cus­tomer map­ping with a Siri or Alexa-like men­tal­ity. In­stead let your cus­tomer ex­pe­ri­ences, in­clud­ing those first mo­ments and im­pres­sions, be driven by who you are as a com­pany, your brand val­ues and per­son­al­ity so they en­gage…. for­ever to re­turn!

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