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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
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