Four Characteristics of a Seamless Customer Experience

Everyone’s talking about customer experience, whether they are coming from the view of a customer (since we are all customers of something really) or if they’re coming from a strategic business perspective, wanting to improve customer experience for a competitive advantage.
Don Peppers of the Peppers & Rogers Group wrote about his top 4 characteristics of a seamless customer experience, here’s our take.

We believe that branding is the promise you make; customer experience is the promise you keep. Sometimes it’s difficult to keep promises that’s why it’s important to continually check, is your customer experience seamless? Does your customer experience have these four characteristics?

  1. Reliable: Products and services built to break or are full of holes aren’t reliable nor are they set up to have a promising future for both the customer and the producer. “Your product or service should perform as advertised, without failing or breaking down.” Keep the promises you made when your customer first signed up and that will ensure you a base of happy and loyal customers.
  2. Relevant: Don Peppers sees this characteristic as what he calls “customer competence”. He mentions that companies should, once they have learnt a customers’ details, it should be remembered. To add, we believe it is extremely important to know and understand your customers. If you think you know what your customers want, you’re probably wrong because only they know and the only way to find out is to get to know them. So listen to your customers!
  3. Valuable: If you make yourself relevant to a certain target customer, you should also make yourself valuable to them. Not only should your product/service provide your customers with great value for money but they should also become something that is seen as irreplaceable. These companies are called charismatic brands, where customers can’t seem to find an equal or second option for your product/service. Therefore build your brand as valuable to your target customer so that your customers become true fans.
  4. Honest: Genuine honesty creates a human organisation and will build brand stories that are unforgettable and therefore truly valuable for your company. We’ve mentioned this before in our previous post (2. Always put your customers first).

Read the Peppers article here.

Prophet insights into Digital Marketing

Last May, Gerd Leonhard, “one of the leading media-futurists in the world”, according to The Wall Street Journal, made some predictions on how Digital Marketing will look like in 2020.

He believes that companies, in 7 years, will have a customized approach that will be immediately adapted to answer customers’ needs. Unauthorized marketing will be useless and all “decisions to buy” will come from normative influence- They love it! I love it! Therefore, companies will have to create authentic relationships and nourish their customers to produce, as Amazon already calls it, “Customer Delight”. However, creating a trustworthy relationship is more than accessing data patterns, it’s about how to build an emotional connection- and that isn’t easy.

Understanding your customers’ wishes, desires and values is the first step into this new marketing era. We believe that here, at Proto Partners, we have the tools to help your company create an authentic and lasting relationship with your customers and walk brightly into the future.

Read the full article here.