Four Imperatives for Great Customer Experiences
by Jamie Brighton
Posted on 10-31-2017
Every successful business starts with a great customer experience. The more you take a holistic view of your customers, and focus on delighting them every day, the more time they’ll spend with your brand. And that means they’ll also be more likely to buy from you again, and to tell their friends to do the same.
In fact, standout experiences are more critical than ever in today’s market landscape. We’re in the middle of the experience-business wave right now. This new battleground is where we expect businesses to continue to compete for the foreseeable future.
Throughout this series of articles, I’m going to be analysing the process of becoming an experience business, from a wide range of different angles. Here’s an overall view of the main concepts we’ll be exploring.
Good experience, good business
Just three years ago, only one third of companies said they competed primarily on the basis of their customer experience—but this year, that number has risen to 90 percent. If you’re not taking steps to become an experience business, you’re going to get left behind.
Time and again, research has demonstrated that great customer experiences result in significant business results. Companies that are categorised as “experience leaders” have net promoter scores 22 percent higher than those rated as “experience laggards”—meaning customers are far more likely to recommend their products and services to others.
But the process of becoming an experience business takes not only time, but also a deep, robust understanding of your customers. That’s why we at Adobe emphasize four overall imperatives to businesses as they start out on this journey.
The four imperatives
First of all, context must be the starting line. In our own lives, we all intuitively think in terms of context—every experience happens at a certain point in our day, while we have certain other things on our mind. Customer experiences don’t occur in a vacuum; and the better you’re able to understand context at scale, the more relevant your interactions with customers will be.
This plays into the second imperative, which is to design for speed and scale. It’s crucial to evolve your data strategy into a context strategy—to analyse millions of cues at any given moment, and deliver the right message in response to each. This means you’ll need to rethink your global content workflows, from ideation all the way through to delivery.
We all know that our relationships with our customers aren’t based on single interactions, but on a series of interactions that happen across multiple devices and channels, and affect multiple departments within our organisations. Thus, the third imperative is to master the milliseconds—because that’s where great customer journeys happen.
The final imperative is to integrate to innovate—put the customer at the centre, and use technology as a catalyst to break down the silos that exist in your organisation, by unifying data, content and workflows. The more these silos break down, the better able your teams will be to share data across departments and platforms, and use every available resource in a single integrated strategy.
By prioritising these four imperatives, you and your teams will be able to keep raising the bar for the experiences you’re providing to your customers—both today, and future-proofed for tomorrow.
The experience series
In this series of blog posts, I’m going to be exploring the latest strategies for delivering the ideal experience to every customer:
- I’ll explain how to shape a brand experience that creates a real connection with your customers, and builds lasting loyalty.
- I’ll lay out a roadmap for delivering a standout customer experience, from content creation to delivery, measurement, and refinement.
- I’ll present best practices on how organisations of all sizes can create standout experiences that generate genuine connections with their customers.
In the next post in this series, I’ll be diving into personalisation and automation, and explaining how to create compelling interactions with your customers at scale, no matter how limited your budget. See you there!
Topics: Digital Transformation, UK, UK Exclusive, Digital EMEA