photo credit (istock)
In the fashion world new styles are always popping up, supplanting the mainstays in a constantly evolving organic life cycle. To be successful in this environment, industry leaders need to consistently understand how customers are perceiving their ideas and then be able to act on this information. This same philosophy should be applied to brands hoping to improve their Customer Experience, because customer preferences are constantly shifting. The ability to stay up-to-date and produce a modern Customer Experience can be a differentiator for brands hoping to form lifetime relationships with the population they serve.
The key to forming and delivering this modern Customer Experience is by providing the value that brought customers to your brand in the first place, all while adding new and improved facets to the interaction. For example, when a professional sports franchise adopts a new stadium, they are not reinventing the wheel. When patrons come to an event, they desire the same nostalgia they experienced at the former establishment. However, if there is nothing new or exciting, then customers will quickly become complacent, and begin looking into new ways to spend their money. That is why we have seen stadiums across the country roll out wild and unique menu items, ranging from specialty tacos to giant fried-turkey legs, because they know that in order to form a long-term relationship with their base, they need to be constantly putting forth an effort to stay modern.
One aspect that is a huge part of a modern brand identity is an organization’s digital presence. A brand’s website can very quickly become stale, so it is vital that there is a system continuously gathering feedback and making changes. One way that brands can avoid seeming outdated online is offering an experience based on personalization. Microsoft explains, “With today’s technology, they can now offer personalized connections that leave people satisfied and with a sense of confidence that produces brand loyalty.”[1] People are generally more excited about unique experiences, so by adding moments of personalization throughout the customer journey, you are providing a value for that individual that no other customer will have. In doing so, your brand is ingratiating itself as a part of that individual’s life.
If your brand is hoping to start the journey of fostering and executing modernity in its Customer Experience, then data-collection is the first step. Without data, brands are simply making guesses hoping that customers will like it. Before any major investment or change is made, organizational leadership should have a clear idea of what changes need to be made, how these changes will take place, and what kind of effect it will have on the bottom line. Enact Customer Experience measurement programs like mystery shopping and voice of customer feedback surveys to get a clearer understanding of how customers feel about your existing Customer Experience, and what changes can improve upon these feelings.
[1] https://enterprise.microsoft.com/en-us/articles/blog/microsoft-in-business/modernizing-the-customer-experience/
