How do you keep innovating your customer experience to stay ahead?
Customer values are not static. They change over time and so must the experience. For a brand to succeed, it must continue to innovate to provide value - and also to prevent that age-old human trait, boredom.
Yes, we like a degree of certainty in our lives, but exceptional experience brands succeed because they continue to create moments that surprise and delight us. Every time we interact with a brand, we review that experience against our previous one. The first time we experience that ‘wow’ factor, it creates an impact. But experience it a second and third time, it starts to become standard and fails to ignite the same degree of emotional impact.
The brands we feature in our book,‘BOLD – how to be brave in business and win’ understand this. They all do things differently but they all start with a clear sense of purpose. They stand for something. Then they turn this into customer experience innovation. It is about belief in something which transcends business results but at the same time drives them. And of course, it meets a genuine need among customers for the provision of something genuine, of something that meets their emotional as well as functional needs.
So what can we learn from their approach to customer experience innovation?
Start with your vision or purpose and work back rather than starting from industry practice and working forwards. This helps you challenge many of the beliefs and convention that underpin your market.
Stand for something – and be brave enough to stand UP for it. That way, you’ll stand OUT
Dramatise your customer experience. Dramatically over-index the key touch-points where you want to really bring your brand promise to life. Forget timid tinkering. Make it memorable
Make customers part of your brand. Use customer co-creation and social media tools to listen and engage. Marketing is no longer something you do to customers. Make them part of it.
Make employees part of your brand. Create social networks internally so that your employees can be part of your R&D effort. They are closer to your customers and therefore often better informed about the opportunities to innovate.
Look beyond your industry. Study comparators rather than competitors. Brands can often learn more from brands outside their sectors than within.
See more about how our Brand Experience Masterclass can help you drive customer experience innovation in your organisation
What is a Brand Promise?