Solving the CX Puzzle

Did you  know that by 2020, customer experience will overtake price and product as the key brand differentiator. Customers 2020 report

Your customers seek consistent, personalized experiences in every way they engage with your brand. Gaining control, customers drive business returns with advocacy and dissent. A fragmented approach to CX undermines profits. So how do you solve the CX puzzle and remove barriers so you can connect engagements, build advocacy, and grow revenue?

Your brand and it’s story crave sharing from one customer to the next. It is the difference between a single destination and a journey. Think about the brands you admire most; isn’t it because of how those brands make you feel? Isn’t it the way you “flow” through their delightful customer experience? Your experience isn’t a single transaction touch point, it is a lifelong journey. You keep coming back and you tell everyone about how great that band is.

One the best online retailers, Amazon.com is of those brands, even if they can’t seem to make a profit. Jeff Bezos is quoted, in the Everything Store: Jeff Bezos and the Age of Amazon  as saying “Amazon is not in the business of selling books, but in the business of helping customers buy books.”

With Black Friday quickly approaching, shopping is probably top of mind for you. How often have you heard people tell you about a remarkable experience they have had with Amazon? If you’re like me, you’re doing all of your shopping online and probably some on Amazon, instead of standing in lines all day.

A great brand like Amazon is customer centric, data driven, but managed by narrative. The story matters. Telling your story is great but when you can consistently deliver great customer experiences that you can both manage & measure you win. When everyone in your organization from stockroom to boardroom is aligned with the story you tell, then you have managed to turn your story into the customers story. That is the point when marketing promotions are no longer driving your growth but customer sharing drives your growth.

“The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it.” Jeff Bezos, CEO of Amazon.com

Amazon is well known for their use of data.  Understanding customers is crucial to providing excellent customer experiences. Did you know that at every meeting there is an empty chair representing the customer and that no PowerPoints are allowed at meetings? Now that is a culture of customer centricity! The customer has a metaphorical seat at the table.

So, how can you solve the CX puzzle?  You need to develop into a company that is customer centric, data driven, but managed by narrative.

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