The Holistic Customer Experience Begins With Love
The customer experience is where human and technology mingle, where meaningful journeys can be forged and cherished forever. They say you can’t buy love and that is true, but you can earn your customers’ love quite easily nowadays by making some adjustments.
At the end of the day customers’ needs are quite simple. They want everything to be running smoothly, to not be taken for granted, and to have a satisfying experience when they interact with a brand that is getting some of their hard-earned money. Though our world continues to advance by leaps and bounds, in many respects customer service hasn’t caught up yet, and much of that has to do with the sluggish transition to digital.
There is still not enough connection between the various parts of a company, between the people working in a company and the tools they use to serve customers. These weak links in the service chain lead to all kinds of knowledge and communication gaps that there is simply no justification for in this age of connectivity.
So even though we can run entire companies from the palm of our hand now, interaction with a brand can still be a choppy and unsatisfying experience in many ways. Yet in this transparent and borderless world we have created where consumers have the freedom to switch services and broadcast their thoughts to the rest of the planet, companies need to start thinking about how to make the customer journey a truly holistic experience. This is only possible when each vital part in the chain contributes to forming a perfect whole, meaning the ultimate experience every time a consumer comes into contact with a company.
Love Is Like Oxygen
True love doesn’t require much effort, it comes naturally and automatically. There is no need to look for it or think about it – it is simply always there. That is why true love doesn’t drain us like other things do. Just the opposite is true –love fills us up, giving us an abundance of motivation and drive. Love is what makes us jump out of bed in the morning and be excited about the day ahead. By the same token, a holistic customer experience is made up of a series of sweeping and all embracing encounters at every touch point along the digital journey. Every incident may be unique, and may have occurred at a different time or place. But from where the customer is standing, it is all one and the same thing – how they feel the brand is relating to them. Customers want that relationship to be like any other; consistent and ongoing with the same attitude and same fuzzy feeling throughout. They really want to love the brand but not all brands have the means in place to allow the love to flourish.
Five Ways To Rekindle Customer Love
Based on what we already know about customers, let us take a look at the elements that contribute to the holistic customer experience. Putting them into motion together is sure to bring back that lovin’ feeling:
#1 Customers want personalized content
“Show me you know me” is the most basic condition for any good relationship. This is a no-brainer.
#2 Customers want simplicity
“Keep it simple’ and ‘Fit it into my life” because the rest of the customer’s life is complicated enough and they want any interaction with a brand to take as little time as possible.
#3 Customers want effortless engagement
All customers really want is a frictionless customer experience: “Some companies spend a lot of time and energy on wowing their customers, but the studies actually suggest that it doesn’t do anything for either customer stats or propensity to buy.” Salesforce’s Mike Milburn, The New Age of Service
#4 Customers want immediate response
With all of this connectedness comes a lot more data and a lot less tolerance on the consumer’s side. Companies are learning the hard way that timing is everything when it comes to extreme customer centricity.
#5 Customers want to be in charge of the process
“Let me do it” because 72% of customers prefer self-service over picking up the phone, and 91% would use self-service if it was available, according to IBM Retail Research.
Key Takeaway –
In today’s brisk world, how customers feel about a brand means everything. Those that get it will rush to incorporate systems that automatically inject some love into every phase of the customer journey. That make giving the customer that extra bit of care seem completely natural and effortless.