3 Companies Getting CX Right

3 Companies Getting CX Right

The Gist

  • Investment insight. Long-term commitment is key in CX.
  • Iteration imperative. Regular feedback loop enhances CX.
  • Empathy excellence. Understanding customers boosts brand loyalty.

When I was a kid, my family took a trip to Las Vegas. I distinctly remember how tiring it was walking through the large casinos, which are designed to make patrons weave through the entire floor near all the slot machines and table games to get to the exit. While this can make for some great people watching, if you’re just trying to get from point A to point B, it can be quite frustrating. I didn’t know it then, but this would be one of my first observations in customer experience — that some decisions prioritize the interest of the business and overlook the customer’s perspective, resulting in lack of empathy.

Long-term Investment Is Key to Retaining Customers

It’s no secret that good customer experience (CX) is table stakes for all companies. According to one study, 96% of customers will switch brands if they have a poor experience. It makes sense: With all the options consumers have at their fingertips, why would anyone continue engaging with a brand that has let them down? 

Thankfully, companies have more opportunities than ever to set themselves apart by taking a customer-centric approach to how they build experiences. Robust CX requires long-term investment, commitment, resources and buy-in from the beginning.

Related Article: 5 Ways to Optimize Your Customer Feedback Program

CX Success Lies in Understanding and Rapid Iterations

It also requires customer empathy. Companies who provide exceptional experiences can do so only because they’ve gained a deep understanding of their customers’ expectations, needs, values and motivations. They then take that understanding to build a level of customer intuition and let it inform everything they do.

Whether it’s a new product, feature, or an entire company that’s launching, the customer must be considered every step of the way. Companies can do this by taking a page from software developers and conducting “two-week sprints” in which teams regularly regroup during production to discuss and incorporate customer feedback. This lets teams iterate in as close to real time as possible, so they can deliver products or services that hit the mark. This also helps companies avoid any oversights that could lead to costly rework — or worse — unhappy customers.

In addition to wowing new customers with high-value products and services, retaining existing customers is also critical. No one wants to lose customers, and once that trust is eroded, it can be hard — or impossible — to get back. Building brand trust and loyalty ties back to empathy: By understanding customers on a deep level, including the ways in which global events influence their thoughts, feelings and behaviors, companies have the best shot at retaining their business.

Related Article: Ratings and Reviews Help Customers Make Smart Buying Decisions

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