Customers want more from the brands they do business with. It’s not just a functional experience but a good experience too.
Marketers are looking to deliver not just a functional customer experience but a good experience too. They know it is not enough to have the best service in any particular sector because consumers will compare their experiences across sectors. Often they compare everything else with Amazon for online purchases or with Uber for any app interaction. That is a challenge for many smaller online retailers.
The technology experience
Personalisation is important but things like customer service, delivery and complaint handling are also key but often forgotten. Technology can be a double-edged sword. Marketers are famed for their relentless quest for the latest technology – is this FOMO at work rather than anything else? It is always worth standing back to check if customers are really demanding that same technical experience?
Technology is critical but only if it is harnessed to adding value to customers’ real experience. Are customers of pension products really asking for services accessible through Alexa? Maybe they just want precise, tailored information on email in response to their question, within 24 hours.
The real experience
A leading marketing director recently told Catalyst magazine: “Customers are no longer content with the products they buy, it’s about the way they buy them.” That means a complete, simple, convenient and clear process throughout the customers’ journey and beyond. It is becoming an emotional experience not just a purchasing experience. Did the brand and the buying experience make them feel confident, relaxed, in control, clear about their options at all times?
If the answer is “yes” then that will deliver a great experience on every level and a lasting impression on the consumer. Even unknown brands can win here if they can redefine customer service and deliver a real experience that makes customers feel good.