Time For Business !

Pizzas to Puchkas,Burgers to

Briyanis, Dimsums to Dosas.

#EatsNewsEveryday.

In this morning my wife just quoted the above words from a leading #Kolkata, India’s edition daily newspaper. Though eating outside food is one of her favorite “TO-DO” list like many, but it seems me a little bit difficult how she sing the song (i.e)on Saturday. May be it is her choice to start the day on that way. I recognized last night our dinner is part of outside food. Ohh. I am sure she personally likes the campaign with “the mix of mood with last night food”. But what makes her to recognize the whole word in complete sequence… Yes, that is the question behind my writing! 

“Customer experience” has become a very commonly used phrase in recent years, but like “innovation” and “design” it is actually difficult to find a clear, commonly-held definition, even though many businesses see improving their customer experience as a competitive differentiation. How we can really improve something if we can’t even define it? This is the first in a series of posts looking at customer experience — what it encompasses, how to structure it, how to approach and improve it.

Till recently, delivering customer delight was about product quality or service efficiency. Digital devices have changed our lives and we are now living in a world driven by digital experience. Adopting practices that elevate the customer experience will undoubtedly produce a return on investment and provide a steady foundation. Ultimately, the end goal is to create an experience for your customers that is unique from your competition and far surpasses the expectations.

Customer experience implies customer involvement at different levels – such as rational, emotional, sensorial, physical, and spiritual. Customers respond diversely to direct and indirect contact with a company. Direct contact usually occurs when the purchase or use is initiated by the customer. Indirect contact often involves advertising, news reports, unplanned encounters with sales representatives, word-of-mouth recommendations or criticisms.

Customer experience is the stimulation a company creates for the senses of the consumers; this means that the companies and that particular brand can control the stimuli that they have given to the consumers’ senses which the companies can then control the consumers’ reaction resulting from the stimulation process, giving more acquisition of the customer experience as expected by company.

According to Kotler the father of Marketing in his book al. 2013, page. 283 say that customer experience is about, "Adding value for customers buying products and services through customer participation and connection, by managing all aspects of the encounter". The encounter includes touch points.

#Customer Journey: The fundamental piece of knowledge you need to start with is a thorough understanding of the journey that your customers take with your company.

May be my wife is right, the packet food we have taken last night is delicious as well as in time delivery with politeness of the delivery guy makes her feel good, So that she recognize the whole words.

#Touchpoints: Next we’ll look at how you provide touch points —products, web sites, advertising, call center, etc. — that support the customer through their journey. Marketing has more than its fair share of buzzwords and two are cropping up with increasing regularity: multichannel and omni-channel marketing Both are recent terms and both sound like they could be used interchangeably. Can they? Or is there a significant difference between these two customer engagement approaches?

In the meantime, if you have any suggestions or first-hand knowledge of companies that have created superlative customer experiences, it would be great to hear about them in the comments. I’d ask two things here: try to dissect what made the experience great, and avoid complaining about companies that have bad experiences — there are plenty of those. What I’d like to hear about are the unsung experience heroes.

Request you please visit my latest article based on “Festival of Brands”. The link is as below for your ready recon.

https://www.dhirubhai.net/pulse/festivals-brands-priyadarshi-kumar-singh/

Thanks for the patience & time to read the article. Your feedback, like & share with comment is precious to the writer for self-development & further improvement. I am sure you will enjoy the reading & eagerly awaiting the response! Get in touch with my twitter account as “SinghSight” @PriyadrshiSingh