Customer experience is a hot topic among executives today, but it is by no means a new term.
Small business owners of the past relied on customer experience to succeed. It was built into how these mom-and-pop stores operated. They remembered customers’ habitual orders and offered in-person advice on products and services. On a small scale, they truly knew their customers and focused on delivering the right experiences for them.
As these businesses scaled, however, that customer focus dwindled. One-to-one relationships between business owners and customers were replaced by one-to-many advertisements, big sales transactions, and huge corporate silos. The customer’s experience, as a result, stopped being top priority.
Quickly and without pause, social has disrupted the status quo. Customers now have a powerful tool to voice their opinions – and they aren’t afraid to use it. After every interaction with your company, they talk about their experience. Bad service? They tell you why on Yelp. Bad boss? They are brutally honest on Glassdoor. Bad product? They don’t hold back on Twitter or Facebook. Most importantly, they’ll influence every other customer – 88% of customers now trust online reviews just as much as personal recommendations.
In the age of the always-on, super connected, highly empowered customer – it no longer matters what brands have to say about themselves. It only matters what customers have to say.
And what they say comes down to one thing: their experience.
Understanding this means making a monumental shift towards an experience-centric organization. This means cross-team collaboration, dedicated change agents, and cross-functional technology. These changes are not easy, but it is doable if you have the right support.
That’s why I’m so excited to be a featured speaker at Sprinklr’s inaugural Digital Transformation Summit. I’ll be accompanied by former Cisco CEO & Chairman John Chambers, Professor Mohan Sawhney of the Kellogg School of Management, and some of the brightest minds in marketing, advertising, and customer care. If you’re in Nashville from April 10-12, I hope to see you there.
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