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BEST PRACTICES & STRATEGIES
Customer Experience as a key differentiator
A new competitive factor has emerged in today's widely 1. Show empathy
ramified brand landscape, which has in fact become one
of the decisive factors for consumers when choosing an For a personalized approach, it is very important to
offer - the user experience. The choices between empathize with customers and to consider their
different providers with similar services are simply personal preferences. It helps to look at key data such
countless. Consequently, customers feel less and less as preferences, purchase history, most commonly used
likely connected and loyal to a brand. It is simply no devices and the ideal time to address them. This gives
longer the quality of a product that determines success brands a 360-degree view of the customer and insights
or failure in business, but emotions, which explains, for they can use to approach the person best at the right
instance, why Nike does not advertise its sporting goods, time, striking the right tone, even when Artificial
but the feeling that everyone can deploy their full Intelligence is used. By 2020, according to Gartner,
potential, or Airbnb does not provide housing, but 85% of customer interactions will take place without
worldwide connectivity and the feeling of being at home human involvement, hence, companies do have to
anywhere in the world.
make sure that it isn’t obvious that the customer is
dealing with a machine.
Brands that invest time and resources to build emotional
connections with their clientele manage to create
experiences that retain customer relationships. The 2. Build trust
successful ones also know how to use technology to Customers are increasingly aware of the value of their
optimize experiences by being constantly in contact with personal information, especially since the proliferation
their target groups through more and more channels, for of data breaches and hacks emerged in recent years.
example by using a Customer Data Platform (CDP) that As a result, consumers have become cautious about
allows them to collect the interaction data that takes their releasing them and marketing executives are having
communication with target groups to a new level, using more difficulties getting necessary information. They
AI and marketing technologies such as dynamic content, need to provide their customers with credible and
geo-targeting and optimized broadcasting time. It's transparent information about what data is being used
important to provide constantly cross-channel user for what purpose and what added value it creates for
experiences that are not only personalized but relevant whom: Amazon's 1-Click Order or Apple Product
and satisfying. Hence, you might want to consider the Purchase by Apple ID are examples of how to deliver a
following three aspects:
seamless and enjoyable user experience. Businesses
need to ask themselves which services they can offer
12 December 2018 - Customer Experience & Customer Journey