A presentation to highlight the importance of customer experience to businesses and organisations in a more complex customer environment. Includes tips for those starting out on a customer experience journey.

1. Customer experience in context
Why it’s important and some starter tips
May 2011

2. ‘I’ centred media
Customers are deciding when to interact and in a way that suits them. A
growing number will use a number of channels simultaneously

3. Too busy
Customers are experiencing greater
demands on their time. The growth in self
service and automation demonstrates the
need for convenience and ease of use.
Mobile apps and smart phone growth is
driving product and service simplification.

4. At the touch of a button
Mobile apps continue to drive simplicity and accessibility for customers. The
National Rail app is an example of how to empower a customer. They now have
more knowledge of train times and delays than those operating the stations.

5. Elevated expectations
Customer expectations are increasing as experiences from other industries
influence different sectors. The Apple experience is identified as ‘best in class’
and something which is replicated by other brands outside of the technology
sphere.

6. Customers have no commitment
There’s a growing trend away from ownership. Customers are happy to rent
products and services on an ad-hoc basis whether it’s cars or handbags. Recent
research by mortgage lenders shows the UK may be moving towards a European
model of rented living.

7. Compare, contrast, recommend
Customers have the power to circumnavigate traditional advertising and
promotion and find out about product and service efficacy direct from friends
and other users.

8. Shaking things up
Customers are benefiting from innovative brands who base their business model
on the gripes of customers. High airfares has seen easyjet become Europe’s
largest airline.

9. Some customers will go to great lengths
The days of complaining by letter are long gone. The complaint ‘ripple’ is now wider
as customers have the ability to broadcast their feelings to a mass audience. Brand
prospects are being influenced by both negative and positive messages.

10. Some ?uestions

11. Are you really different?
Are you different from your rivals? What differentiates you? Whilst you may be
able to explain a difference can the customer? What is your customer experience
proposition?

12. A unique experience?
Is your experience unique? Will I notice a difference? How will I be treated
differently?

13. Getting cut through
Do you stand out from the crowd? Would I notice you in a crowded marketplace?

14. Listening to customers
Are you listening to what customers tell you? How are you interacting with those
you are unhappy?

15. Some starter tips

16. Go to your customers
Go and speak to your customers where they hang out. The days of the microsite
are dead. Don’t built and expect customers to come to you. They simply won’t.
Seek them out where they hang out. Tesco have opted for Facebook.

17. Something for everyone
Do you have a wide enough portfolio for your expanding customer types? Your
customer segmentation will be expanding. Is your offering enough to keep them
happy? In Japan, KitKat sought to launch up to 19 regional varieties.

18. Going the extra mile
Give customers the odd treat to say thanks for staying with us.
Spanair used customer ticket data to buy their customers
Christmas gifts which arrived before their bags

19. Get customers to fix things
Ask customers for feedback. Ask them for help. They’re more than happy to tell
you any problems. A great example from the Netherlands were councils
encouraged customers to register issues via their mobile.

20. Break the mould, others will follow
Do you class yourself as market leading? Are you breaking the mould in your
sector? Have you even thought about customer experience philanthropy?