Leading companies like Amazon, Uber and FedEx are prioritizing their investments in new technologies to create a world-class experience for their customers. A key component of their strategy is a single view of the customer experience that is informed by a virtuous-cycle feedback loop that enables continuous monitoring of all customer interactions. This leads to rapid response improvements that optimize the experience for customers, both today and in the future.
1) Customers are demanding ever-more value and speed
Customers are getting more sophisticated and they are increasingly habituated to great service experiences — think Amazon’s ever-faster and cheaper delivery, or ride-hailing services like Uber. You have to focus on the value and impact your clients experience with your service, as well as the quality of the service experience itself. Examples include rapidly providing relevant content to your customers in their areas of interest or providing real-time tracking of purchases from shipment to delivery. Customers know how much you value them based on the experience they have with you.
2) Customers are now Markets of One
’s app for members creates instant access to an array of office services and functions. Indeed, the majority of successful service-based companies provide customers with similar apps. Ensure your systems can be accessed through mobile applications to promote connectedness wherever and whenever your customer desires. Innovate through technologies like collaborative virtual sessions to demonstrate you are listening to your customers and have the ability to continuously connect globally. Segment your customer portfolio into into groups based on factors such as common demographics, psychometrics, needs and product usage. This facilitates customization of your services and informed improvements to apps and other products based on customer preferences.
3) Continuous feedback is the norm
Create an ongoing feedback loop to and from your customers. Rapidly respond to current issues and generate ideas and digital content to meet their future needs. Create customer collaboration sessions to co-create and instantly build their ideas into your products or services. Leverage virtual and augmented reality if possible to help your customers quickly experience new products and services.
4) Real-time analysis must lead to real-time actions
FedEx invested millions of dollars in building an infrastructure
to support the interactions their customers want, instead of delivering only what FedEx’s old technology was capable of. This meant mapping out over 250 customer touchpoints, focusing on the moments that matter most in the customer’s decision. Enhance the customer experience by putting customer data to work for you. Manage data sets from within and outside your organization to continuously measure every customer interaction and develop new insights to improve your customer experience. Connect these insights to an action plan with a focus on enhancing the most significant touchpoints.
5) Everything is mobile and digital
Technological innovation allows us to learn more quickly about customer interests and priorities. Ensure that you have enabled technologies like mobile apps, self-service portals and voice-driven digital systems. Assess how new technology like IoT, machine learning and automated service bots could improve your overall service to customers.
While humans will remain at the center of great customer service, embrace new opportunities to truly create a world class experience for your customers both today and in the future.
Look for our next article: Ten Signs of a Truly Customer Centric Organization