Customer Experience Plan is More Important than Ever
Last week we published eight Customer Experience Trends to look out for in 2021. Today we are diving deeper into the first one: Customer Experience is more important than ever to consumers. What does that mean to you? It is time to design your customer experience strategy and make a plan.
Post-COVID Customer Experience
Before Covid19, Customer Experience was important, but it was stuck in the “nice to have” category. Consumers expected exceptional Customer Experience mostly from brands that were “cool” and were claiming to be innovators.
In other words, American Airlines could sit on a panel with me, the JetBlue Airlines speaker, and say “We are not really investing in Customer Experience per se. We are focused on operational reliability.” Today, if American Airlines says that on stage, they will be on the news tomorrow. And not in a good way.
Invest Impactfully in Customer Experience
As we enter 2021, a meaningful investment in the customer (whether that is your student, buyer, patient or traveler), will be as important for your survival as an investment in your operational efficiency.
In 2018 PWC published a great report “Experience is everything”. In it they shared that great experience drives 16% price premium on products and services. It also drives higher loyalty, and 63% more willingness to share more information. Really, it does not get any better than that!
In 2021, on top of this great business case, we have the pure survival argument. Some business models are simply not going to make it. Educators must learn how to teach on Zoom and other platforms, whether they like it or not. Healthcare executives need to figure out how to actually implement telehealth in their patient experience. Event planners will have to (finally!) apply facial recognition, wayfinding, and real apps in their experience. Bear in mind, an app that has a static map of a venue is not a real app. And last but not least, retailers must adapt their business to match new buying behaviors of the consumer in order to maintain profitable operations.
Merge the Digital and Physical
We all have read the articles about the impact of Covid19 on consumer expectations. If we look beyond the consumer for a minute, we have a new challenge as businesses. Now, we are REALLY operating in an omnichannel world. We spent the last ten years in digital transformations. No doubt, that was challenging. That was bad enough. Now, we also have to figure out the seams between the physical and digital experience.
For brands that still have not done much on their digital transformation roadmap (you know who you are), we suggest skipping that phase all together and jumping right into the design of a cross-channel consumer journey.
Engage in Your Customer Support Technology Design
In other words, the chatbots of 2021 need to have contextual awareness. And they need to be able to answer more than 3 pre-loaded user stories. Moreover, as we move into the year that Customer Experience means the most, the chatbot must finally serve as a triage. We can finally make direct calls to level two support when chatbots are unable to help.
In 2021, get your agents engaged in the implementation and use of customer support technology. Then, when a caller finally gets to an agent after after having punched their account number, the agent will not ask THE SAME QUESTION, because “The system does not always ‘hear’ the right numbers.”
Students Think More Like Customers
In 2021, we will have to serve another consumer that many of us did not think much about (or design for) before Covid. The Student.
Students will need self-service apps that keep them informed and engaged in the student experience. Think of it as a digital campus. Be assured, you will never have too much information published on your school/college app.
To make that possible, you need to build and connect the end-to-end student services that make up that experience. This includes registration, billing, advisement, career services, as well as academics, and campus community activities.
Consumerism Has Finally Come to Healthcare
2021 may also be the year when we see the direct-to-consumer (DTC) healthcare model take off. That means patients and employers may finally know how much they are paying for a visit BEFORE it happens.
This kind of information and access along the patient journey revolutionizes the patient experience. And not everyone can deliver it. Additionally, there are more players. 25% of patients have used or are planning to use alternative types of care. Those alternative types of care include urgent care clinics, retail clinics, and skilled nursing facilities, etc. With more entrants in the market and direct relationships with patients, there are myriad possibilities.
2021 Survival Prediction: What is Your Fate if You Have No Customer Experience Plan?
There is no question that 2021 is a new era of Customer Experience. The question is, can you survive it with last year’s customer experience plan.
Let’s take event planners as an example. 2021 will be the year we will find out what event planners will survive Covid. A few months ago the interim President of the Specialty Food Association, Bill Lynch, said on a podcast that the events experience model needs to be redesigned completely with a fresh look from and lessons learned from other industries. We could not agree more.
The visitor and event participant of 2021 does not have entirely new needs. He/she is still going to attend if there is a speedy entrance, convenience and friendliness on site of any event or a concert. In fact, 80% of Americans state these are the most important drivers of positive customer experience.
In other words, you won’t go wrong investing in speed, convenience or hospitality in 2021. However, getting there requires the right “designer” and the right program map for your customer journey and experience.
Are you ready for 2021? We are!
Travel Experience Stories: How Not to Leave Customers Stranded
Meet Diane. Diane is traveling with her 2 year old and 5 year old to her in-laws’ house for Thanksgiving. This is the one annual trip she takes. And she…
Customer Experience Audit: Domino’s Making the Right CX Choices
Editor’s Note: This post is part of a series of Customer Experience Audit – as series of articles featuring examples of good customer experience and bad customer experience in practice….
Why Customer Retention is the True Measure of SaaS Success
Guest Post by Callie Reynolds for The Petrova Experience In SaaS (Software as a Service), like in most businesses, sales is king. Sales gets the glory, and while I’d like…
Customer Experience Audit: FedEx Omnichannel Disaster
In our Strategy, Org Design & Culture series, we cover customer-focused companies that are willing to adapt, take risks and discover new ways of staying relevant. Sometimes, we encounter brands…
Customer Experience Audit: Mobile Provider Eliminates Remote Workforce
How to balance the efficiency call center metric FCR (first call resolution) with wait and talk time? JetBlue promotes human interactions as a brand promise.
A Customer Experience Strategy will Define Your Success in 2021
While there may not be a magic pill to guarantee the perfect customer experience, there is one thing that every organization needs to transform into a customer-centric business. And that…
End to End Customer Experience – How to Get it Right
When we think of travel, we often think of the flight experience. But the end to end customer experience is complex, and includes all modes of transportation that get you…
Customer Experience Design – How Do You Want Customers To Feel?
Last week, we talked about CX Design in terms of space and function. Today, we continue our customer experience design journey to talk about the design of emotions and feelings. All…
Customer Experience Trends – 8 Actionable Tactics in 2021
As we begin Q4 of an eventful 2020, it’s time to look out for the 2021 customer experience trends and tactics for creating exceptional experiences in increasingly complex environments. We…
How To Define Your Purpose And Have Unique Culture
If you Google the word “purpose” you get the definition “the reason for which something exists.” This is a challenge if you think about it in the context of organizational…
What is Telemedicine? Keeping Medicine at the Heart
Guest Post by Dr. Melynda Barnes for The Petrova Experience. In this post Dr. Barnes answers the question “what is telemedicine,” and reminds us to keep medicine at the heart…
Are You Ready to Go Exclusive with Jane, Your Digital Concierge?
In 2015 JetBlue introduced bag fees. Seven years after the competition. The media exploded. Many publications were negative. They blamed the airline for “selling out.” One headline read “A New…
Why Bt2B Businesses Must Think Like B2C in the Next Decade
B2B vs B2B thinking makes a real difference when it comes to customer experience. According to Gartner at least 80% of B2B buyers now expect the same buying experience as…
Paperless Customer Journey – JetBlue Deviceless Boarding
JetBlue Biometrics – Innovation and Disruption This year, JetBlue entered the ranks of the innovators who disrupt industries by applying customer experience technology. They not only imagine the future. They…
Freelance Customer Experience Lessons for Freelancers
For small businesses and freelancers alike, it’s important to recognize that your business is as strong as the relationships you build with your customers. That’s just one of the key…
What is the best question for your CX Survey?
As customer experience professionals, we need to factor in this disconnect when we design surveys. And when we react to survey results. Customers have an image of who they want to be. However, their behaviors do not always reflect that image.
What is Customer Experience? What are the Faces of CX?
Each area of CX represents a path for CX professionals to impact business health and build successful careers. One of my favorite CX analogies is that it is like the blood in our bodies. When CX is done well, it touches every aspect of an organization. That’s what makes customer experience so much fun! You will never be bored working in CX.
Employee Engagement and Wellness In The Workplace: Guest Post
Today, The Petrova Experience brings you a guest article about employee engagement and organizational culture. This piece is by Natalie DeVito, of Commonwealth Joe. Commonwealth Joe is an innovative company,…
Lessons Learned at the Forrester Conference: “Data is the New Sexy”
Once a year I look for an event to attend where I can learn something new and get better at what I do. This year, I attended an event hosted…
4 Career Tips to obtain a Customer Experience Role
In honor of the 4th of July, we are rounding up 4 career tips for CX professionals. Set aside some time during the break from work to take stock in your CX career and evaluate the steps you need to get to the next level.
Human Experience: Do You Really Know Your Customers?
Steve Jobs said: “Get closer than ever to your customers. So close that you tell them what they need before they realize it themselves.” He did not just say that….
Aviation Industry, Coronavirus Isn’t the Only Thing Killing Us
Eighteen years ago, September 11th caused a three-day halt of the US commercial airlines and resulted in a 31.6% reduction in travel in September 2001 compared to the previous year….
Customer Experience Technology View of your Call Center
By 2022 the global cloud based contact center market is growing from USD 6.8Bn in 2017 to 20.93Bn in 2022. This makes for CAGR of 25.2%. If you do not…
Airport Experience – Are You Letting Down Your Precious 2021 Travelers?
A month and a half ago, as part of our ongoing conversation about airport experience, we introduced the concept of revenge travel. We pleaded with the public to trust us…
Customer Experience Audit: Cadillac Scores Millennial Customers with Future-Forward Thinking
Editor’s Note: This post is part of a Customer Experience Audit series. See all the audit stories. The automotive industry is right next to the airline industry in terms of…
Is Covid19 What We Needed to Build Seamless End-to-End Travel Experience?
On January 10th, we published an article called The Future of Travel We Deserve. In it, we laid out the foundation necessary to implement innovation at scale. Four months later,…
Poor Integration is Bad for Customer Journey and Worse for Brands
Although we all have bad customer experiences, there is still a big debate about “the CX field” and whether it will survive the test of time. There is no doubt…
Get Customer Experience Basics Right and You Don’t Need to Invest in Wow Moments
Wow Moments are a Customer Experience hot topic. Customer experience professionals ideate how to build, prioritize, finance, and measure these Wow Moments. Chip and Dan Heath wrote a whole book on the topic: The Power of Moments. No Wow Moment saves you from negative word of mouth if your brand fails to get the customer experience basics right or to deliver the expected brand experience consistently.
Digital Customer Experience Strategy – Top Three Mistakes
How many of you have interacted with financial and insurance institutions who seem to have forgotten the invention of the world wide web and applications design? In 2021, Major players…
Brand and Customer Experience – Make the Customer Know Who You Are
Now that we have helped you become experts in the design of space and function and the design of feelings, it is time to turn our attention to aesthetics, and to connect customer experience…
Customer Experience Audit: New York Times Beats Google
Editor’s Note: This post is part of a series of Customer Experience Audits. In this series we walk you through customer experience examples across industries. We feature brands that made…
What Can Casino Consulting Firms Learn from Airlines?
Today we’re talking about casino experience. Casinos and airlines are similar in their operational complexity and sense of wonder. They also are similar in the way they can implement technology…
3 Ways to Create a Better Employee Experience Strategy
Guest Post by Gabe Smith, CCXP for The Petrova Experience The relationship between employee experience strategy and customer experience has long been discussed. Without engaged employees, we’re told, it’s difficult…
Organizational Culture and Access to Information
By and large, people perceive culture as an HR discipline. The most common perception is that culture covers the soft side of performance. Culture is about how you do things, not so much about what you do. This approach to culture could not be more wrong. In fact, organizational culture is about so much more than a few words in a performance review sheet. It is about leaders expressing values, and the action guidance their cultural behaviors provide.
Why you need a defined culture for customer experience?
When designed and built correctly, customer experience expresses an organization’s brand. Your brand and marketing promises serve as a guiding light to your experience team. Similarly, organizational culture serves as a goalpost for the service side of customer experience.
Customer Experience Audit: eBay’s Vibrant Marketplace of the Future
Editor’s Note: This post is part of a series of Customer Experience Audits. They highlight advances in artificial intelligence in retail and other technologies. See all audit stories. Two years…
Holiday Wishes for Great CX: Career Advice Edition
Every successful customer experience initiative starts with a skilled CX team. Brush up on your CX skills to strengthen the business case for CX; to develop relationships within your organization; and to deliver standout customer experiences in the new year.
Healthcare Whitepaper: Impact of Patient ‘I Wants’ in Healthcare
Rachel Dreyfus joins The Petrova Experience with a guest blog about patient experience. Background A culture of positive patient experience is increasingly important in Healthcare, affecting patient outcomes and satisfaction….
Customer Experience, Self Service, and the Gift of Time
Time is the most precious gift in life. If you think about it, time is the one thing we all want more of. As we get older and busier, time gets even more valuable to us.
How to talk to your CFO about customer experience and revenue growth
Last month we introduced the topic of Customer Experience ROI and the complexity of building a good business case for it. The Customer Experience business case is strong, but not easy to prove. Today we will focus on two big wins of a successful customer experience investment – revenue and customer growth of your business.
Customer Experience Survey: Why Customers Are Not Responding
When you solicit customer feedback sometimes matters more than how you ask the questions. In the case of a survey about new biometrics boarding initiatives my team and I created for JetBlue, we had a list of feedback that was most important for us.
WeWork Does Customer Experience Right with a Wow Moment
Used at the right time and place along the customer’s journey, the Wow Moment is an excellent retention technique. When a brand creates personal, relevant experience at exactly the right time, it can build a lifelong, loyal customer relationship.