Lucy's Famous Chocolate Scene
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WHY DON’T YOUR CUSTOMERS BUY MORE?
Stefan Kolle
06/12/2024
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You know that episode! Lucy and Ethel struggled to keep up with the chocolates on the conveyor belt and ended up using whatever was at their disposal to catch the chocolates and keep them from over-running the conveyor.
Unfortunately, that’s where a lot of brands sit today: trying to keep up – if they’re even focusing on the chocolates, er, customer experience. Innovation isn’t even in their vocabulary.
In a world where products and services are becoming more and more commoditized, customer experience is the only true differentiator. That means that brands need to fight to stay relevant yet truly struggle to not get Blockbuster’d. It means that brands need to shift the focus onto the customer – and on keeping the customer.
So the trends I’m focusing on for next year are really the same as this year (and last year, and the year before that, and… ): ensuring that companies successfully design and deliver a better customer experience by first having several foundational elements in place.
First and foremost, there must be CEO and executive commitment for the work that lies ahead; without that, the transformation journey ends pretty quickly. Beyond that, there must be a well-defined customer experience vision and strategy, a governance structure to provide guidelines and oversight for the work ahead, a focus on improving the employee experience along with recognition that employees drive the customer experience, and a people-first culture. And finally, companies must take the time to understand both employees and customers, act on what they learn and embrace outside-in thinking, weaving the customer and her perspective into all they do.
Where to begin? With customer understanding.
Without doing the work to understand your customers, your customer experience strategy will fall flat and fail to outline a plan to deliver an experience that not only meets your customers’ needs but may also delight them.
What does the future of customer experience look like? Good question. No one really knows. What we do know is that companies have their work cut out for them. And until then… customer experience professionals must continue to fight the good fight, helping executives understand the importance of putting customers at the center of all they do.
As I mentioned a couple years ago, going forward, let’s not make predictions; let’s make resolutions. And stick to them!
The trend that should definitely die is following trends. -Kemp Muhl
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Profile
Annette blogs at CX Journey, where she shares her passion for helping companies understand the importance of the employee experience and its role in delivering an exceptional customer experience, as well as how to transform their cultures to ensure the customer is at the centre of every conversation. She was recognized as one of “The 100 Most Influential Tech Women on Twitter” by Business Insider and has been recognized by several organizations as a top influencer in Customer Experience. She is an active Customer Experience Professionals Association (CXPA) member, as a CX Expert, CX Mentor, and a SoCal Local Networking Team Lead; she also serves as an executive officer on the association’s Board of Directors. And finally, Annette is a Certified Customer Experience Professional (CCXP) and has been CEM certified, as well. You can learn more about Annette by visiting CX Journey or by visiting her About Me page.
This blog reflects the personal opinions of individual contributors and does not represent the views of Futurelab, Futurelab’s clients, or the contributors’ respective employers or clients.
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