Page 22 - Warwickers Customers Count vflip2

customer experience 22 Businesses face the issue that everything is becoming the same – similar products sold to similar people in similar ways. So with the increased commoditisation of products and services how do you differentiate your business to stay competitive and profitable? It is certainly not by doing more of the same even if it is faster! The enlightened focus on the customer not the organisation. Many businesses are recognising whilst frontline customer service is still key – creating memorable customer experiences has to be the new differentiating focus. If the business is in a high growth market and customers are easy to find it can be hard to move towards customer experience as a philosophy/ investment but once a market stabilises that investment pays off big time. Physical: Emotional: Price, product features, Feelings (Destructive and CUSTOMER EXPERIENCE Engaging), sensory (sight, location, channel (store, sound, taste, smell and online, telephone) touch) Customer experience is about the physical and the emotional customer experience. Beyond Philosophy's research into this shows that over 50% of the customer experience is about emotions (even in B2B environments). Connecting on an emotional level is an important part of the brand experience and how you connect with emotions is a key part of your offering. Understanding your customers deep psychological motivations is seen to provide the competitive advantage that differentiates businesses today. Retail and hospitality have been working on this for years other businesses are playing catch up and making it work for them. Provide customers with an emotionally engaging experience and the rest will take care of itself. This is true whether you are B2B or B2C. Some concepts that companies are using to introduce experiences include: managing experience as theatre, using experience to build brand equity, create a balance between control and spontaneity, manage the conflict between creativity and the business plus measure effectively.