By Nicole Kok
Customer experience (CX), customer journey, and personalization – these are no longer factors which are important to marketers alone. Business leaders understand the need to embrace digital transformation and rework on their organizational change management in order to fit their key strategies and stay relevant in this fast-moving market. As Marcus Casey, Vice President of Customer Experience at Lufthansa puts it, great CX requires organisations to work together.
You’re probably rattling off all the reasons that this isn’t relevant or probably won’t work if you’re in the B2B line. But that’s where you’re wrong. So long as you have one or more touchpoints with your customer, CX is very relevant. I once met a customer who was willing to replace a solution that they had fully paid for and was still in development simply because they were going through a dreadful experience with their vendor. This is an example of a customer touchpoint that many businesses have neglected.
Gone are the days of just doing a job right for a customer. This is the age of satisfaction, experiences and memories. One good example of a CX that was well performed is by TIME dotCom, a local broadband provider. Right from the moment an inquiry is made via a phone call to the actual installation of the home broadband, TIME’s response time pretty satisfactory. And to put a cherry on top of their service, they also rewarded their loyal customers of many years by dropping off goodies at their doorstep and also automatically upgraded their broadband speed for free.
According to Daniel Kahneman, a psychologist and author, what is priceless is the memory of a CX and not just the experience itself. And a method known as the Peak/End rule, coined by Kahneman himself and fellow psychologist Barbara Fredrickson, proved this. Simply put, the two crucial moments experienced by a customer are firstly, the most intense moment and secondly the end of the experience. This is because these are the moments which are committed to the memory more so than others by individuals.
So when you devise the strategy on your customer journey, this is a relatively simple point to be considered. CX is disruptive and it’s the memory of your product experience whether online or offline which determines whether your customer stays or leaves.
The goodies included a delightful box that contained 70 Ferrero Rochers and a 1TB external hard drive, with a personalized note that had a catchy tagline: Trust a Geek to know a Geek.
Embracing digital transformation and innovation means embracing your customers through a deep understanding of them as well as their unique wants and needs. The second step is to determine the role of digital experience and how it can actually make the lives of customers that much easier.
Lava Protocols is an authorised Salesforce Partner, Carto Reseller and Google Maps Reseller in Malaysia. We have more than 9 years of experience in cloud solution and consultation services.