Updated: Dec 26, 2019
The most successful brands on planet Earth are ones that are human-centered and reflect real values of real people.
Your Customer's Experience is Only Your Reputation
Why is that important? Because you want to sell your products and services to as many people as your target market will allow, silly! People don't like to buy products and services from people who suck. It's a fact.
If you're not thinking in terms of how your brand makes your customer feel, then either YOU don't care about your business, or you don't care about people - either way, it makes success more difficult. Without customers, you don't have a business, so give them the attention they deserve.
The most successful enterprises on Earth understand that the customer is the most important component of their business. They put their best proverbial foot forward at each touch-point with their customers. If every single touchpoint you had with another human was amazing, you'd marry them, or they'd become your best friend.
THAT, my friends, is the way we need to think about our own businesses. Want to become the next Amazon? Adopt the following six business mantras and implement them today:
1) Customer Experience is the Gold Standard
Amazon just beat out Apple and Google as the world's most valuable brand. Their brand promise is "Earth’s biggest selection and being the Earth’s most customer-centric company.” Is there anyone reading this who cares to challenge their brand promise? I've got four Amazon boxes in my garage and I only need to return one thing. And I'm not even upset, because they make it so easy for me to do so. #worlddominationforareason
2) Exceptional Customer Experiences Drive ROI
The Temkin Group found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.
For SaaS companies in particular, they can expect to increase revenue by $1 billion. If you're still focused on your competitor instead of your customer, you're losing the game. Changing your focus to human-centered and data-driven design is the only way to differentiate your business.
3) Customer Churn is Your Enemy
When your customers feel like you don't care about them, as people, they'll find someone who does. Customer experience reduces churn by making your product or service about the people who buy them. When people feel appreciated and their business is valued, churn turns into retention, and life-long customer loyalty.
4) The Mobile Experience is Super Important
According to WOW Local Marketing, 52% of customers are less likely to engage with the company because of bad mobile experience. It's easy to see why this statistic is significant to your business. We're all on the move with our phones in hand. If you're not aware of how your customer's see your business from their phones, you're missing a huge opportunity.
5) Want Customer Loyalty? Invest in the Experience!
Customer loyalty is all about how your customers experience your brand. If they interact with you ten times a day and seven out of those ten experiences are bad - you're going to lose them. You need to implement and measure the right data, invest in a seasoned customer experience professional, and get your teams talking to each other. Great organizations don't become great with internal silos.
6) Get Organized With Self-Service
It's not that people don't want to talk to anyone anymore, it's just that life moves a lot faster than it used to. Your customers need to be able to find help, fast - from whatever channel they prefer. If you're only thinking in terms of customer support call centers, you're excluding a significant portion of your customer base. Make support easy to find and make sure you're hitting all channels. People are different, it's a good thing.