Once a primary differentiator, reliable customer service has now become a mandatory commodity. With rising consumer expectations and automated technologies, experience has replaced this long-heralded advantage.
Brands positioned with a customer-first, always-on experience optimization approach and those who build for personalization are poised to be market leaders. Becoming an experience-focus brand has been painted as more difficult than it is. The answers and truth are right in front of us. Your consumers have those answers, you just need to ask – and pay attention.
In working with more than 30 brands on their experience strategies, I’ve found four critical steps to helping brands successfully migrate to become customer experience leaders in their market. The simple formula is to identify, measure, build and test.
Identify audiences and journeys
Identify your audience
Let’s start with an exercise.