How to close the 'experience gap' between companies and customers?

The last 48 months changed the world as we know it. Now, as we are approaching something we've hyped up as "the new normal", the pressure is on! As a result, many companies and industries face new challenges and a new type of customer.?

Marketing, Sales and Account Management blend increasingly together and create a new challenge for Customer Experience and Customer Journey experts around the globe. I've taken a look around and found some interesting statistics I want to share with you today because I believe they are a good starting point, whether you've been following a CX-driven strategy for years or are just starting. Please feel free to share your thoughts and insights in the comment section below, as feedback is essential, especially in this field!

"While 85% of organizations believe they provide truly personalized experiences, just 60% of their customers said the same."

(Source: Top customer experience trends for 2022 | UneeQ Blog (digitalhumans.com))

Let's face the music; sometimes, our perception does not match the market perspective, and again, this is a beautiful example. Even though we might believe we are super customized and using personal data (if opted-in) expertly, still, many customers don't feel that way.

If you want to improve, it's always good to start with yourself, look in the mirror and make sure you are delivering what you want to provide. To find that out, you will have actually to ask your customers. And I guarantee you, just using their first name in an e-mail blast or sending them coupon quotes won't cut it.?

It's the same for B2C, B2B or B2E - as consumers, we've experienced another giant leap forward regarding convenience and personal advertising or experiences.?

Depending on your current efforts, you might already have plenty of data on this and can work with it to increase customer loyalty and satisfaction. If not, a simple questionnaire can be an excellent start to ensure your customer enjoy their latest interaction with your company.

"And, among U.S. customers, 65% find a positive experience with a brand to be more influential than great advertising."

(Source:?Experience is everything: Here's how to get it right (pwc.com))

Advertising has been one of the most effective ways for companies to talk about their products or services forever. Chalkboards, posters or flyers are great for getting the word out. Newer additions, especially in eCommerce, with reviews, customer feedback and influences, were a welcome addition to the classic and usually one-directional efforts.?

In 2022 we have to ask the question: Is that still enough? Well, the most critical part of our new world is the experience that your customers can experience, and I'm not just talking about using your product and services.

The typical Customer Journey begins from the first touch point; if you want to be very good, the journey never ends. Luckily technology is here to save us. As our IT infrastructure becomes increasingly sophisticated, we can start mass-customizing customer interactions whenever necessary or helpful.?

New technologies like NFTs or the Metaverse can create unseen benefits and customer loyalty if you know how to use them properly. So again, we have to ask our customers if what we use is the most effective and fun way for them to interact with your brand.?

"87%?of senior business leaders in the US and UK see CX as their top-growth engine, but only 1 in 3 feel prepared to address it."

(Source:?Executives say customer experience top priority to spur growth in 2020 (consulting.us))

Lastly, one fascinating statistic, since we see a broad awareness of Customer Experience as a growth engine, but being prepared for it is a whole different story. So, as a Customer Experience Manager, I can vouch for the complexity of the role. CX is always a role with many cross-lateral touchpoints across a given organization. You have to understand the customer and tailor everything to their needs, but make sure the organization is also aligned with it, bringing together different people from sales, marketing, key accounts, management and other stakeholders.

It's a tall order, and especially if you've been active in a relatively conservative industry or environment, these changes can disrupt the entire business model (in a good way, if done right).?

From my perspective, the best training is to put people in those positions who are not afraid to fail or try things. You can do a lot of science and research, but talking F2F to an actual customer will always be different from the persona you designed.?

If you have some insights into what worked for you in the past or what you are about to try out, feel free to share them in the comments below.?

I'm always happy to connect with like / unlike-minded people to go into a dialogue about CX. Thanks for reading!?

-Sebastian