Jun - 2012 0
On my way to the office I cross a park that is maintained by City employees and on their back is the logo, the journey is the destination. This logo is reflected in the brand image of the social services delivered to her citizens by the transit and maintenance departments of a city which more than doubles her weekday population. These transient workers scuttle to the office, by train, metro. tram, car, ferry and bicycles. In this journey from home and return, they tap into what Dustin Curtis, the man that shook-up American Airlines some time ago, refers to the Customer Experience which is the sum total of the entire experience of the customer’s interaction. This interaction is being judged by each of today’s buyers who for the most part expect and hold: Make-it-easy-for-me as the key.
What is needed to make it easy?
This experience is the sum-total of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire timeline of being a buyer. From the first contact with your brand to their experience with the brand, through to their extending the brand to others in their social circle; these all add up to the total experience. So what are these factors to make the experience easy?
Convenient easy to buy, sell and service; keep it no further than a phone call away, no better yet from a micro bite away!
Simple easy to use; the premise KISS has been around for some time and for a reason; keeping it simple and short for applications is a must. There is nothing worse than a complicated solution.
No extra energy needed; from the current generation of sofa potatoes this is what adds to or subtracts from the economic value of the experience. This even includes the energy to think about it.
And if you have divided all of these factors to their lowest common denominator, there is still what Nicolen director at Beng!NY holds everything needs to have the right fit , needs to be appropriate, connect with the target audience and their behavior, then engage and ultimately work in order to make sense. ‘You can build a beautiful marketing campaign, fill it with quirky gimmicks, buffer it with stellar PR and advertising but if at the core the customer experience isn't up to par, it won't work’ she claims. Furthermore your execution needs to be flawless; correct, authentic and transparent. You need to be honest and address the buyers judgments good or bad because in as little as 140 characters your customer experience can turn into a BP Gulf of Mexico nightmare. What are you doing to create your next Customer Experience?