In this article, we are reminded about the importance of helping customers/clients get it quickly, creating frictionless experiences. To quote: "“When it comes to experience, customers want relevance and speed, not delight.” The most important elements of an ideal customer experience are fast responses to questions/complaints and the ability to find information quickly."
I'm betting most businesses have never put fingers to keyboard to create a customer experience strategy. It's hard work, and requires stages and a lot of co-operation. I've had the experience, and it is very worthwhile - if difficult to keep the boo-birds from saying it's too long, too fluffy, too... well, they just aren't all that committed. Here's a nice infographic from Magento (the e-commerce folks) that reminds us about the value of a customer experience strategy and provides some useful tips. Reach out to us if you are looking for help.
Charting the Near-Future in Customer Experience
This article calls retailers to action - to address customer loyalty as an important priority, and to get busy with the emerging (and complex) possibilities for improving customer experience. I feel she spends more time addressing segmentation that might be warranted - since segments will dissolve, in my opinion, as we get to true marketing personalization. But there must be some small steps towards that brighter day of true, individual customer intimacy. I particularly appreciate this note: "A loyal brand customer is far less likely to be driven by price, but more by the emotional value of the purchase – how it makes them feel and the positive impact of their purchase on their lifestyle." Buying is about emotions, let us not forget nor neglect.
