Today, the customer experience (CX) landscape is drastically
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.
That’s why we recently sat down with Maxwell Luthy, director
of Trends & Insights at Trendwatching.com, to discuss the state of CX today
and what’s in store for the future. Luthy is speaking at the upcoming Total CX Leaders Conference 2015 this spring
in Miami.
This year, the two-day conference brings together
thought-leadership to focus on higher level thinking around the strategic
alignment of customer strategy, technology and business aspirations. Linking
data driven behavior to business results, designing next generation customer
experiences and measuring the impact of your customer programs is the
difference between great and greater.
Here is what Luthy had to say:
IIR: What is the best
customer experience you’ve had?
Luthy: Like many
people, I clearly remember my first Uber. Beyond the convenience, value for
money and seamless payment, the highlight for me was when I stepped out of the
vehicle at my destination and saw the app’s prompt to rate the driver. It was
easy to do and the journey was fresh in my mind. I particularly love how the
drivers are also able to rate passengers. There are legitimate concerns about
discrimination as a result of the ratings, but putting the responsibility back
on to the customer to be a pleasant and punctual passenger is genius.
So much today shows how consumers are increasingly empowered
in the brand-customer relationship. It’s nice to see a little power back in the
providers’ hands! The customer experience benefits from both parties’
involvement in the two-way rating system. Without sounding too idealistic,
drivers and passengers may become more courteous to each other around the
world.
IIR: What is top of
mind for you regarding customer experience in 2015?
Luthy: One of the
major themes we’ve witnessed at Trendwatching.com,
is how consumers are taking expectations that were cultivated online, offline.
Customers who’ve grown accustomed to the personalization, customized
experiences, dynamic pricing, and transparency of the online world increasingly
demand those perks in the real world. Many of the trends that we track reflect
this shift.
Brands must use customer data (with permission), new
technologies, and old-fashioned, people-powered customer service to make sure
the 2015 customer experience is personal, painless and contextualized across
all channels.
IIR: What is your
prediction for where customer experience is going this year and beyond?
Luthy: One way
that many of the fastest growing startups around the world are providing
superior customer experiences is by employing “peer armies.” By utilizing a
network of peers who aren’t traditional employees, businesses are able to
provide local, personalized services at a national or even global level. That’s
how Instacart affordably delivers products from its customers’ favorite stores
in one hour. Peers can even be utilized to provide authentic product reviews,
Made, a UK-based furniture e-tailer allows shoppers to view photos of products
in the homes of customers who’ve already bought them. The shoppers who’ve
uploaded the photos are proud of their homes and happy to improve the customer
experience for others.
Another trend we will see more of is “honest flexilibity.” This
is where brands are honest about the limits of their product or service (they
communicate it clearly to customers), yet they are as flexible as possible with
their efforts to find a solution.
A great example is from BMW, who knew people hesitate to
purchase an electric car when they suffer from ‘range anxiety’. In other words,
what if I need to do a long journey and the battery runs out? Rather than skirt
around the issue or use marketing to allay the concern, they created the
‘Add-on Mobility’ program, where those who purchase the all-electric BMW i3 can
register to access other, gas-powered BMWs should they need one. This trend is
exciting because firstly, it taps into the new reality that brands must be
honest and open about their limits, because in the digital era consumers find
out everything. Secondly, it reflects how flexible they have to be to meet
consumers every increasing expectations.
Want to hear more
from Luthy? Don’t miss his keynote session, “Key Consumer Trends to Kick Ass
With…Now!” at Total CX Leaders Conference 2015 this June in Miami. For more
information about the event or to register, click here: http://bit.ly/1wDWAqv
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