It has been over a decade since the penny dropped in B2C marketing departments across the globe: the internet and social media has made consumers more powerful so it is more effective to treat them as individuals rather than customers as a whole. This same message has got through to B2B businesses, albeit somewhat later.
Acknowledging the importance of Customer Experience as a key component to company strategy is one thing, but getting the right amount of investment is the biggest hurdle CX teams have to overcome. There is a plethora of quotes from CEOs of companies that have successfully adopted customer excellence citing full staff engagement with the mission to treat each customer as an individual. These organisations talk about a top-down approach to achieving customer excellence, building a product that each member of staff from CEO to sales team would be proud to own, and taking their eye off the profit line to focus on the customer. How they actually achieve this is by constantly investing in their people, systems and products to create a positive customer-centric experience.
Customer-centric begins with having an in-depth understanding of each individual customer, and not just about why they buy the product or service. It means profiling the customer at the start of the relationship, and monitoring how it changes as the experience becomes more relevant to the individual.
‘Now’ is the benchmark containing ‘needs fulfilled, nothing special’ and ‘Tomorrow’ is the goal with ‘needs fulfilled better than expected, memorable service, outstanding value’ and ROI. Success is about creating meaningful, relevant and engaging experiences for the customer and for each element of change to reach ‘Tomorrow’ it is important to set KPI’s and intermediate goals. Frequent monitoring importantly removes surprises, minimises bad decisions and allows the CX team to adapt the strategy to new information and protect its investment. Companies that crack this realise their reward in increased market share and profit growth. (e.g. Amazon, John Lewis Partnership, First Direct Bank, Delta Airlines)
There are still companies that fail to see the point of market research (we understand our customers/our CRM tells us all we need to know) and do not invest in marketing technology to facilitate better understanding of the customer. They rely on 2 dimensional data, social media monitoring and internal software. Some companies fail to set measurable goals – or set the goals but do nothing if the plan misses the target – and wonder why ‘Tomorrow’ never comes. They lose C-suite support and investment shrinks further. Believe me, it really happens.
Too many companies do not fully embrace the importance of creating a positive customer experience, some attempt it at the coal face but its relevance becomes increasingly diluted the further away from the customer the business is. The result is under investment in CX and losing out to competitors who do take it seriously. This first quarter of the first century in the third millenium has seen so much power handed to the customer that ignoring them is perilous.