In this post, we add to our prior coverage:
- Customer Experience: Factors
- Customer Experience May Fail
- Customer Experience Infographic
- Customer Service Or Lip Service?
- Customer Returns
Closing the Customer Experience Gap
In sum, the American Marketing Association observes:
“The gap between what customers expect and brands deliver is big. Some brands get part of customer service right. But few connect across the whole journey for seamless conversation. To enhance relations, brands must deliver value. How can firms offer consistent quality service?”
“Brand reputation and success mean treating shoppers well. And offering them all they need, as they need it. To that end, they will use data to enhance the experience. They will grasp customer needs and wants. They will be connected at each stage of the purchase process. Firms cannot market ‘at’ ” Despite this, some firms are weak.
Jana Barrett writes for Business 2 Community:
“Firms are bad judges of customer experiences. Bain & Company surveyed 362 companies. Eighty percent said they delivered ‘superior customer experience.’ According to customers, 8% did. In the age of hyperconnectivity, firms should be more in tune. But in reality, a wide gap exists.”
Barrett offers tips. “(1) A great experience is seamless. It works across channels and devices. (2) A great experience is proactive. It anticipates customer needs. (3) A great experience is receptive. the firm seeks feedback. (4) A great experience is human. It’s built on relations. (5) A great experience is dynamic. It adapts to shifting preferences.” The video is a good summary from Business 2 Business.
Improving the Customer Shopping Journey
McKinsey has a “CEO Guide to Customer Experience.” It includes the customer shopping journey.
“What do my customers want? Savvy executives ask this. And leading firms know they are in the customer-experience business. And they know how they deliver is as vital as what they deliver. This guide taps the expertise of McKinsey and others. It explores customer interactions. In addition, it looks at steps to improve customer-centricity. See the infographic.”
