Chances are that today you have experienced frustrations in dealing with a product or a service that’s provided to you. The reason for this frustration is the gap in expectations of what we think we will experience, such as ease of use, versus what we actually find when interacting with the service or product.
According to a study conducted by McKinsey & Co. the key to good customer experiences are two fold: 1) understanding and investing in key drivers of satisfaction 2) minimizing poor experiences and gaining better understanding of what the customer really values, supported by analytical data.
In today’s business environment, and with digital transformation underway, the customers have many choices. They demand consistency, always focus on availability, and expect transparency from their suppliers. Customers demand immediate resolution of the issues they face. As approaches to selling and usage evolve with digital transformation, customer loyalties are shifting based on ease of use and quality of experiences. Companies must develop deep understanding of the customer experiences to effectively market, sell, and support their products and services and maintain the customer’s loyalty at every stage of the life cycle.
To enhance customer experiences, an organization must listen to, and understand, the customer stories about their relationship with the company’s product or service. Companies must understand the scenarios that form customer’s perceptions and work diligently to close the gap between what the organization is delivering and what the customer’s known or anticipated desires. Companies must understand the needs and expectations of each customer segment. The customer experiences must be understood, the needs of the users prioritized and the experience rationalized to reduce unneeded customer efforts and customer costs and time investment.
What is needed to build great experiences
The company must build capabilities that extend across segments and are scalable to respond to growth and varying customer demands and to deliver on these promises the company must build the necessary operational and engagement that can meet the customers’ demands. Finally, creating continuity across segments allows the company to gain synergies through better alignment of resources.
By understanding the customer experience we gain an understanding of the customer perception in finding, buying and using the products. The goal of customer experience enhancement is to maximize the customer lifetime value to the organization by creating satisfied customers that are repeat customers. The goal of discovery for customer experience is to put the customer needs at the center of design and product development decisions. New, innovative, deeper and more meaningful engagement with customers and better understanding of the customer experience will result in revenue growth and higher returns on investment. The objective is to engage the customers in experiences that are less complex. Internally, companies must remove barriers to organizational sharing and reduce complexity to allow for seamless idea and best practice sharing during product design and development.