Redefining the customer experience
AS we start thinking about next year, is your customer at the core of your strategy?
As companies grapple with disruption, potential obsolescence and finding their way in an increasingly technological landscape, business as usual has become business unusual.
Gone are the days of answering the phone in three rings, answering a complaint in 24 hours or relying on a customer-centricity survey to respond to customer needs.
The customer experience is central to your strategy, culture, business model, organisational structure and product design.
Amazon is a global front-runner in redefining the customer experience as it incorporates Artificial Intelligence (AI) into its new digital stores.
As a book fanatic, I became an Amazon disciple when I made the shift to one-click-shopping.
I am fascinated by how they are shaping the future of retail. E-commerce is coming of age
It is not only about transacting exclusively online, but also about creating a blended experience that balances the transaction and experience through the value chain.
Technology is offering a seamless experience as AI becomes more natural and intuitive.
The savvy retailer will use this to release staff to provide a quality human experience.
So can customers look forward to a concierge service where they can experience the product, place their order and have it delivered by drone?
Reframe the customer vs employee debate
A popular meme on Facebook quotes Richard Branson encouraging companies to put their employees, not the customer, first.
When we re-frame our employees as internal customers, this makes a lot of sense.
They say culture eats strategy for breakfast, and we learn from the Amazon story of the importance of placing customers at the heart of both strategy and culture.
Key challenges to real customer-centricity include the ability to effectively share customer data across silos, use platforms and interpret data analytics to improve the experience.
Seeing the world through your customers’ eyes A great customer experience is not only at the point of consumption. The organisational machine that supports this experience has become exponentially important and it starts at the top. I love programmes like Undercover Boss because they return leadership to the shop-floor and enable them to see the world through their customers’ eyes.
Maybe then my bank would understand why I pay R200 for a courier to deliver my credit card rather than go to my branch where I have to sit for up to an hour in their “new and improved” branch, which now feels more like a visit to SARS.
According to best practice in customer-centricity, invite your customer to co-create your products and services.
Engage them in conversation and find out what lights up their eyes.
Your customer now has unprecedented power of choice.
Therefore design your business models, products and services to encourage life-long loyalty, repeat business and long-term profitability.
Design your strategy for optimum balance between relationship, technology and agile processes.