The next level of CX: Exceeding Expectations in a World of Rapid Change.

Building brand loyalty is the biggest challenge faced by businesses in the digital age. Whilst the essential principles of customer service are timeless, consumer expectations are not.

Customer experience (CX) refers to how customers feel during their entire process of interacting with a company when purchasing goods or services. They are more likely to become return customers if their impression of the seller, brand, or product/service is a positive one.

A company that is determined to create exceptional customer experiences is more likely to compete successfully in the marketplace.

A recent panel discussion led by Reuters Events on, ‘Next Level CX: Exceeding Expectations in a World of Rapid Change.’ provided fantastic insights from leaders like Brian McGuiness (IHG Hotels & Resorts), Mike Lavigne (Nissan), Elyette Roux (Cisco) & Stefanie Kreek (GetFeedback).

The impact of the digital age on the customers’ decision making can be simplified down to:

• More options
• More switching power
• More influence over other customers

For 96% of customers, customer service is important for brand loyalty. In other words, the key to cultivating loyalty among customers is to provide an incredible customer experience.

The structure of almost everything we do—how and what people buy, how and where they work, how they interact with others—has been upended by the Covid-19 Pandemic. But it has also provided enormous opportunity for growth and development. It's inevitable that things will never be like they were before, so, in a world of rapid change, how can we continue to exceed our customers’ expectations?

Emphasise your commitment to your customers level of cleanliness, wellbeing, and safety.

• Post pandemic expectations of customers are shifting towards a focus on safety, wellbeing, cleanliness, and security.
• How can your business shift the way in which you currently do business, to provide a seamless and irreplaceable experience for customers?

Teamwork – Experience is everyone's business.

• Researching the market and providing an experience for a particular customer type, was once considered the role of the Marketing Team, but it's now everyone's responsibility. CX was once about engaging customers at touch points, but is now about focusing on the full customer journey instead.

Replicate the experience across your digital platforms.

• Consumer technology has heightened expectations for service because consumers expect data to be at companies' fingertips and as an ‘always on’ culture, we expect the information we need to be readily available, 24/7.
• While consumers may be much more self-sufficient and willing to try and solve their own queries, that’s not to say they don’t also expect the same level of service and attention that they would have received if they had walked into your office, showroom or shopfront.
• How can you add an online journey for your customer, without losing any aspect of the experience and having them feel as though they’re second best?

Customers don’t shop for a product; they buy relations and shop for an experience.

• Humans use emotion to justify their actions, so your first impression needs to be emotional and personal. Strive to develop a strong rapport with your customers, not just win their attention and hope your product is unique enough that they have no option other than to return.
• If companies tie customer centricity with revenue, then they will notice that the success of a good experience will result in consistently increased revenues.

Feedback, because how can you do better if you don’t know where you went wrong?

• Collect customer feedback. Your customers are your best advisors. Who else can help you improve your products and services better than the people who pay for them?
• Make use of the variety of survey tools available, to regularly send feedback forms and satisfaction surveys to your customers.
• Pick the best survey questions, the proper channel of communication, and the ideal customer profile to maximize your survey responses. Then promote these responses across your online channels!

Put your best people forward: remember that your employees are walking brand ambassadors.

• By placing your most passionate employees at the forefront of customer service, you're ensuring that your customers are guaranteed to receive the same high-end experience at every step of the journey, without fail.

Shatter expectations!

• Customer expectations are always increasing; they don’t stop. Customers have higher expectations and are willing to pay extra for the experience they desire.
• Pricing is now secondary to the customer; they value the experience and the relationship with the business too. So don’t discuss price until it’s asked. Instead, ask the customer what they want – “what is the challenge you’d like us to help solve?”, “What are you expecting from us?” – By being upfront, honest, and treating the customer as the key focus, you’re immediately building a relationship based on trust. ?

If you look after your employees, they’ll look after the rest.

• By investing in Employee Engagement, you’re unlocking exceptional customer experience. When your employees are happy at work, their satisfaction is reflected in their interactions with the customers.
• Get regular employee feedback, conduct regular employee training, and provide other leisurely activities to keep your employees engaged and satisfied within the workplace. Of all the global companies leading in CX, they have one thing in common: a higher rate of engaged employees.

"There is a big difference between a satisfied customer and a loyal customer. Never settle for satisfied." – Shep Hyken (The Amazement Revolution)?

Accenture (2020) says that CX is more than just a focus on customer experience, it’s important that employees from every department of the company strive for the Business of Experience (BX), to ensure experiences respond to customers’ new, often unmet, and frequently changing needs and enable them to achieve their desired outcomes.

In the table below, they’ve highlighted the ways in which every department of a company can shift their thinking and build a BX mindset. Becoming a BX leader simply starts with becoming customer obsessed.

A BIG BOLD MINDSET RESET *? https://accntu.re/3mYk87W

Consumers may expect more from companies than ever before, but with a wealth of resources available, and attracting the right people to your team, there's no reason why any business can't exceed these rising customer expectations.