The Path of Best Experience

It occurred to me the other day that with all the talk of Digital Transformation, New Business Models and Unicorns - it really comes down to one simple thing –

Your "Customers" (B2C, B2B, B2E) will always follow “The Path of Best Experience”.  Although, completely logical, I am still amazed how little it is used in practice.  This is where your company should start when thinking about Digital Transformation.

Let’s look at a two companies that are commonly part of the Digital Transformation discussion:

Uber - Although the App is complex underneath, it is extremely well designed and easy to use.  Uber is not successful just for the App, it is disruptive because it creates the “Best Experience to move from Point A to Point B”.  A better process overall – Easy to find an Uber driver, cars are clean, drivers are nice, seamless departure (bills to your phone), no Tipping necessary (although I always tip!), two-way ranking system, etc.

Yes, technology is enabling this Experience - The App has great UI, utilizes sensors, credit card payments etc.  But what makes it great is that Uber nailed the People and Process part as well. 

This is what drives the repeat customer rate and gives the company a great viral reputation and will allow them to monetize other services and products in the future.

Amazon – Amazon has simply made the shopping experience easy and reliable – delivering on two of the most desired eCommerce goals.  They have created a great experience across their ecosystem  -  Easy for Vendors/Third Parties to post product, easy for Consumers to find and buy products, and great service advantages for Prime Members.  This is what has led to the “Stickiness” of Amazon.  It also a reason why Amazon (44%) has surpassed Google (32%) as the #1 Search engine for Product Searches (Per ReCode)

I know that Amazon will get me what I want, when I want it - - and only if they cannot, will I try another eCom merchant -   Of course with a few exceptions.

 This is all delivered with what is not considered to be “best of breed” UI/UX by most experts.  They are always working on making the site (both Frontend and Backend) function better - but what they have nailed is the Experience that both Buyers and Sellers desire, and Delivering it - via Digital.

 “Experience First” Approach

Enterprises seeking to justify spend on Digital need to first look at their current Customer Journeys across all segments and channels – and understand them intimately.  Once you know where the roadblocks are across all three area’s (People, Process, Technology), then look at what Digital Tools can help to reduce the Friction and Deliver the Best Experience Possible.  In working with Companies that take an “Experience First” approach - they are finding new and disruptive ways to leverage emerging technologies to deliver addicting product and service Experiences across all channels.

So yes, when your CEO says “we need to be more like Uber or Amazon” - -my POV is that he/she means -  Go forth and deeply understand every Buyer, Seller and Employee Experience in your organization and make it better!