We received so many questions that we couldn’t answer them all during the webinars. So we split them up, and we’re answering them (in brief) in two blog posts. Harley posted Part 1 yesterday, and this is Part 2.
How can you develop a customer experience strategy before you know your customers?
You can’t. In the webinar, I described how Holiday Inn developed a customer experience strategy that led to a completely new lobby experience. (You can read more about this in one of my recent blog posts.) It’s important to note that the reason Holiday Inn’s strategy was so successful is that it was rooted in a clear and accurate understanding of who the hotel’s target customers were and what they needed when they were traveling. If you don’t know your customers, it’s nearly impossible to create a customer experience that will meet (or exceed) their needs and expectations.
How does social media affect the ability to understand the customer experience?
Henry Ford purportedly quipped that if he had asked customers what they wanted, they would have said, “a faster horse.” It’s a well-trod line, one that’s guaranteed to receive nods and chuckles in any business meeting. We can all relate. After all, nothing’s really changed since Ford’s time. Customers today still can’t tell us exactly what they want or imagine products and services that don’t currently exist. No one in 2009, for example, was screaming for a computer that was smaller than a laptop and bigger than a phone — and yet the iPad has become one of the most successful consumer devices on the planet, spawning dozens of copycats.
But here’s the problem: Ford’s quote is a cop out. It bolsters our self-serving belief that we know what’s best for our customers. We hide behind Ford’s lesson, using it to justify our decision to not ask customers what they really want or need. Perhaps this approach worked in the early 1900s. But today, in the age of the customer, the balance of power has shifted from companies to consumers — and companies can no longer afford to make business decisions based on what they think they know about their customers.
One of the most effective ways to make sure you’re delivering products, services, and experiences that meet your customers’ needs is to actually bring them into your design process. I know this can sound like a shocking suggestion, so let me say it again. You should ask your customers to work with you on developing potential solutions to their biggest pain points. Designers call this co-creation.
Digital touchpoints such as websites, mobile phones, or tablets can drive revenue, lower costs, build brands, and engender customer loyalty. This shouldn’t be new news to anyone reading this. But to achieve these potential benefits, you need to deliver digital interactions that meet your customers’ needs in easy and enjoyable ways. That isn’t as easy as it sounds. Companies struggle on a daily basis to identify what digital experience improvements they need to make — and, once that’s nailed down, how exactly to make them.
In our recent report, Ron Rogowski and I outline the top tools and processes that can help you make digital customer experience improvements that matter. Want a preview? Read on.
The first set of recommendations will help you determine what it is you need to improve:
No. 10: Flex Your Analytics And Operational Data. Quantitative data from analytics platforms and internal operations systems — like those used in your call center — separates fact from fiction. In other words, it shows you customers’ real behavior patterns. Mining this data can uncover experience improvement opportunities.
No. 9: Conduct Expert Reviews Of Web, Mobile, And Tablet Touchpoints. Expert reviews, also known as “heuristic evaluations” or “scenario reviews,” are quick and inexpensive ways to determine what’s currently broken on your sites and apps. To conduct an expert review, you need to jump into the shoes of your customers and try to complete realistic tasks, all while looking for well-known customer experience issues.