“Data allows us to reach into places we haven’t had access to before, anticipating unmet needs, having empathy. But you can’t hide behind it. You have to have both the brain and the heart. You have to be careful that you don’t lose your heart along the way.”
– Suzanne Kounkel, CMO, Deloitte
Love is in the air! And there are more ways than ever to deliver the type of experience that shows customers you care—and to drive long-term brand loyalty as a result. Not much different than how you show your friends, family, or significant other the same affection, here are 3 ways to show your customers that you care:
Customers today are empowered to make informed buying decisions and influence the brands with whom they deal. They want to be heard! Surveys and review platforms provide the listening ear customers need to express what works and what causes pain along their journey.
Evidence shows that when companies listen to, collaborate with, and innovate for their customers, they thrive. In 2013, with the looming threat of eCommerce competitors, Best Buy was in the midst of a turnaround effort. Central to this were customer reviews. Best Buy began to crowdsource reviews made in-store and online—including on social media—along with expert reviews and reviews written by friends in the social graph of the direct customer. The aggregate feedback was then shared with vendors and internal parties to drive improvement end-to-end. To keep the feedback coming, Best Buy rewarded customers with special points to use toward future purchases for completing reviews. This is key. Not only was customer feedback acknowledged, it was incentivized and encouraged.
The result? Best Buy was reinvented itself—some say, avoided death—by cutting costs, aggressively matching competitors’ online prices, and improving the eCommerce functionality on their website. If you can master the skill of listening to customers, your ability to grow sales will be unmatched—just ask Best Buy.
No matter the size of your brand, your customer shouldn’t feel like just a number. Brand loyalty is reflective of the one-to-one relationships formed with customers, and personalization strengthens these bonds. Customers know that companies track their demographics, purchase history, and preferences. And they want you to put that data to use in ways that make their lives better.
customers expect to be known by your brand and communicated with accordingly. This means collecting and complying with a customer’s channel-of-choice preferences. Compare this to a personal relationship! If a customer tells you how they want to communicate, it could be fatal to ignore it. If your company is without a legally-defensible method to capture consent and channel preferences, learn more here.
Customers also expect brands to anticipate their needs. Up to 88% of Insurance consumers now expect personalized offers, messages, pricing, and recommendations from their providers. You know the products and services they already have, and you know their demographic data. So, use this data to predict events along the customer journey. For Insurance providers, this could be as simple as predicting when a policyholder’s children will start driving, or when the policyholder will retire. Predicting life events allows brands to proactively approach customers with personalized offerings, when they need it most.
When it comes to improving the customer experience, there is no such thing as pride. The late Steve Jobs knew this well. In 2010, Jobs famously said, “No one is going to buy a big phone.” At the time of its launch in 2007, the iPhone had a 3.5-inch screen, the largest available at the time. Subsequent iPhone models maintained a slim, discreet profile; meanwhile, competitors like Samsung took the opposite approach with Galaxy S and Note models, which at this time included screens well above 5 inches long.
That is, until 2014. The verdict was in: consumers love big screens! Competitor sales were booming, and screen size was a key advantage. So, Apple listened and released the iPhone 6 with a 4.7-inch screen—up nearly a full inch from the iPhone 5—along with an even larger option: the iPhone 6 Plus, with a (then-whopping) 5.5-inch screen.
You may think you know your customers well. Steve Jobs certainly had reason to believe he did! But unless you loop customer feedback into the decision-making process, you are likely missing something. Whether you sell a product or service, use both formal and behavioral feedback to inform decisions. It shows that you care about the customer’s experience by pivoting based on what they express to you, even if it goes against the initial road map. After all, actions speak louder than words.
We talk about customer experience a lot. But just how important is CX as a catalyst for growth? According to Forrester, businesses that take steps to improve CX can increase profitability at a rate of 5.1 times, compared to those that do not—making it well worth the efforts of your team today, and everyday.
Looking for solutions to help improve your customer experience? SPLICE can help! Call us at 1.855.777.5423, or contact us here.