Customer Experience Audit: Cadillac Scores Millennial Customers with Future-Forward Thinking
This tweet sums it all up. If you ask me, the gate of the future should not have any printer at all. We need to change the way we think about customer experience.
Transforming a Legacy Industry
In the last six months, I am sure we all have at least one friend or acquaintance who has complained about the painful car buying experience. An entire industry emerged in response – companies like Shift and Carvana are the result of the notoriously bad customer experience of buying a car.
Just when I had given up on the car industry, I met the Head of Marketing and Member Services of Book by Cadillac. An innovative way of owning a vehicle, Book by Cadillac is a subscription service for luxury fleet vehicles that members can rent and swap for a month or a week. For $1,500 a month, a concierge delivers a vehicle directly to the member. The car arrives with the member’s favorite radio station tuned in and the seat in position. If the member informs the Cadillac team they are headed out of town for the weekend, they will find a picnic basket in the trunk. Members feel a sense of freedom and convenience. Gone are the daily worries about car maintenance and insurance. Gone is the stress of owning a car. All of that is replaced with the feeling of being cared for by the car company.
Customer Experience is Good for Business
Book by Cadillac is as much a great customer experience case as it is a strategic business case. A few years ago, Cadillac realized that its customer does not necessarily live in Detroit but is more likely to live on a coast, so they moved the brand headquarters to New York. Second, the car manufacturer discovered that Millennials were not buying Cadillacs. To solve for that, the brand created Book by Cadillac, a product focused on experience vs. material product – a product that gives customers options and freedom. The strategy worked! The average age of the Book by Cadillac customer is 40 vs the overall Cadillac customer’s age of 60.
Customer experience strategy, when applied correctly, works very well. When a brand puts the customer at the center of its customer experience design and its business, new customers do come. Cadillac is living proof that shifting your business model at the right time means shifting your business to the future. Take a risk and it will pay off. Follow the customer and the customer will lead you to the future!
Get Your Own Customer Experience Audit
Empower your brand to create future-ready customer experiences. Start with a Customer Experience Audit from The Petrova Experience.
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Hiring Tips: Who Should I Hire First on My CX Team
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#CXTHUS Exchange Insights – winners and losers?
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How Hospitality Can Save Tourism
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The ROI of Investing in Organizational Culture
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What You Need To Do To Start 2018 Right
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What is Customer Experience? What are the Faces of CX?
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How to Prepare for AI: Dispatches from CR Summit, Charleston
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Customer Loyalty Begins In-House
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Liliana Petrova Talks Patient Experience in Healthcare Podcast
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Customer Experience ROI. Is It Worth Doing?
The business case for Customer Service is complex. Gone are the days when we bought a piece of hardware that depreciates over 5 or 10 year on the balance sheet. CX does not even show up on our assets list. At least not with that name.
Why you need a defined culture for customer experience?
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Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
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Why I Don’t Love Chatbots
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The in-person work office design that will bring your employees back
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United Airlines Culture Problem
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Are You Thinking Strategically?
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Culture Starts at the Top
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Keep The Customer Focus in 2018
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Hotel Service Recovery Strategies in Action: Real-World Example and Lessons Learned
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How Do You Know You Are Making The Right Big Bet?
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Bad Travel Experience
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Eliminate Customer Stress with Good CX
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NPS Best Practices
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What Flight Delays Teach about Customer Recovery
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Customer Experience Audit: New York Times Beats Google
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Would You Pitch In To Save Toys “R” Us For Your Children To Experience? #ToysRUsGoFundMe
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Top CX Design Challenges in 2021
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Beyond the Arena: Transform Local Experience for World Class Events
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Digital Customer Experience Strategy – Top Three Mistakes
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Fan Experience: CX Lessons for Hosting Major Events
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What is Customer Experience Strategy?
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Empathy in Customer Experience
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What is the best question for your CX Survey?
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Diversity is more than difference of color
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3 Cost Conscious Mistakes in Hospitality Implementation that Lose Money
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5 Ways Customer Experience Consultants Keep Customer Promises
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3 Ways to Create a Better Employee Experience Strategy
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Trust Is the Treatment: How to Achieve ROI on Patient Experience through CX Strategy
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Organizational Culture and Access to Information
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Patient Experience Trends in 2021 – Telehealth is Here to Stay
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Let’s Get You Certified as a Customer Experience Professional!
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Why No One is Collecting Authentic Customer Feedback
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How ChatGPT Can Help with the Healthcare Quadruple Aim
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Customer Experience Best Practices for 2018?
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When Not To Invest In Self-Service Technology?
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United CEO does not care about #customers happiness. Really?
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Celebrate National CX Day
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Journey Mapping to Avoid Travel Horror Stories
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Bad Customer Experience
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How to Solve the 2025 Customer Retention Problem
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The ROI of Customer Experience Programs
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JetBlue Leading Customer Experience
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What is Journey Mapping?
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Retail Experience Design of the Future
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Extend the Customer Journey with AI
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How @T4 makes real customer experience impact
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Why Millennial Investors are Abandoning You
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Am I A Good Candidate For A Customer Experience Role?
People often ask me what experience they need to be a good fit for customer experience roles.
3 Call Center Mistakes You Are Making
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5 Tips to Create Great Customer Experience Design Strategy
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Hospitality Experience and Why We lack Seamless Travel Experiences
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