Lot of times we have this answer available to us taught from the beginning of our technical product journey - 'customer experience should be great, customer is the key, and so on & so forth. Sometimes the words are so much imbibed in us that the essence of the focus drifts away.
Let's examine customer experience in today's world from a real world example to answer this simple question.
What's customer experience to me as a consumer? Let' take an example of company A & company B
I purchased some goods over internet - on a website, which allowed me to get it delivered to my address.
Is delivering as quickly during holiday's a part of customer experience? Yeah - maybe, but unfortunately my package though delivered on time never reached me.
Now anyone would expect - if the package is having n number of ways to let a customer know that it was tracked from point of fulfilment to the point of delivery, it would be enough to give a good resultant experience to the user - yeah right but everyone does that today. What about the little things?
What are those little things? - package not delivered but tracked perfectly - is that a little thing? maybe - how to answer this question? ask - what would a customer do - if the package say's delivered but is still not there? well, would they call the company, would they email, would they chat, would they talk to their voice assistant device - maybe? in fact - holiday season - i might not have the luxury of time, I might be moving, I might be just close to a shop from where I can get the stuff so how would I change this experience of a customer who ordered a product, that didn't get delivered, when the person was on the move and precisely calculated the delivery - now you are very close to completely spoiling the customer experience factor & your advanced tracking notification tools act in a way to go there quicker.
Aah - so not seeing my package but getting notification of delivery, I go to the site & try to give a feedback of delivery - typing in my issue - aaah again I think I am wasting my time here - who will see this?
But wait - this company already thought of something, which can turn my experience, what was it? any guesses? - 2 things - simple stuff -
a) attach a photo of the delivery with the packet
b) provide an educated choice list of response for feedback - instead of typing the details & yo - it knows the choice perfectly.
what did this do? - a) --> got me looking into the picture and say 'hey' that packet is delivered to the door infront of my house, so I got my package on time. (Delivery - on time - ticked).
b) gave me a mechanism to let the company know what went wrong so that it can improve delivery as a result CSAT.
Well, this was the simple thing here - connecting it voice enabled device which told me I have a delivery pic or gave me easier way for feedback would be the plus on this but job well done.
Now - let's take another example of a company B, this company B is the company whose product I recieved in the package via company A's fulfilment services.
While using the product - I see company B launched a new feature on the device it sells, you can type quicker by just moving your fingers on the keys - no need to press em, impressive - though so not so much as this was a copied idea from some other competitors but adopted late.
I like company B's products as they are elegant and secure so I think maybe this feature was done perfectly but gradually I realise swipe type is a different animal altogether as I see the magnification feature which would have helped me do the same quickly was removed from the companies features because of cost cutting and performance. Now as a customer & layman user - my experience is already a bit on the negative side for this company -
a) overlooked a key feature which was a differentiator
b) copied without any improvisation a feature which was already present in other brands.
completely loosing both the usability and experience factor.
This company can do all the tracking analytics or feature addition it wants but from a customer perspective - it's already lost it's charm and will keep loosing more if it now starts to provide explanation as to why the a) & b) were good decisions.
There is common sense and ingenuity which is only a matter of difference in thinking to preserve a brand's individuality - here the approach was blind automation and collection of data whereas in the other example of company A was insight based corrections to advance customer experience.
I think you have guessed by now but if you are still wondering & want to know the company names which is irrelevant to me - as the fact and learning of the differentiators here - company A was the top worldwide retail e-com giant, company B was worlds topmost technology company (in technology products market place - known for quality products)
Let's examine customer experience in today's world from a real world example to answer this simple question.
What's customer experience to me as a consumer? Let' take an example of company A & company B
I purchased some goods over internet - on a website, which allowed me to get it delivered to my address.
Is delivering as quickly during holiday's a part of customer experience? Yeah - maybe, but unfortunately my package though delivered on time never reached me.
Now anyone would expect - if the package is having n number of ways to let a customer know that it was tracked from point of fulfilment to the point of delivery, it would be enough to give a good resultant experience to the user - yeah right but everyone does that today. What about the little things?
What are those little things? - package not delivered but tracked perfectly - is that a little thing? maybe - how to answer this question? ask - what would a customer do - if the package say's delivered but is still not there? well, would they call the company, would they email, would they chat, would they talk to their voice assistant device - maybe? in fact - holiday season - i might not have the luxury of time, I might be moving, I might be just close to a shop from where I can get the stuff so how would I change this experience of a customer who ordered a product, that didn't get delivered, when the person was on the move and precisely calculated the delivery - now you are very close to completely spoiling the customer experience factor & your advanced tracking notification tools act in a way to go there quicker.
Aah - so not seeing my package but getting notification of delivery, I go to the site & try to give a feedback of delivery - typing in my issue - aaah again I think I am wasting my time here - who will see this?
But wait - this company already thought of something, which can turn my experience, what was it? any guesses? - 2 things - simple stuff -
a) attach a photo of the delivery with the packet
b) provide an educated choice list of response for feedback - instead of typing the details & yo - it knows the choice perfectly.
what did this do? - a) --> got me looking into the picture and say 'hey' that packet is delivered to the door infront of my house, so I got my package on time. (Delivery - on time - ticked).
b) gave me a mechanism to let the company know what went wrong so that it can improve delivery as a result CSAT.
Well, this was the simple thing here - connecting it voice enabled device which told me I have a delivery pic or gave me easier way for feedback would be the plus on this but job well done.
Now - let's take another example of a company B, this company B is the company whose product I recieved in the package via company A's fulfilment services.
While using the product - I see company B launched a new feature on the device it sells, you can type quicker by just moving your fingers on the keys - no need to press em, impressive - though so not so much as this was a copied idea from some other competitors but adopted late.
I like company B's products as they are elegant and secure so I think maybe this feature was done perfectly but gradually I realise swipe type is a different animal altogether as I see the magnification feature which would have helped me do the same quickly was removed from the companies features because of cost cutting and performance. Now as a customer & layman user - my experience is already a bit on the negative side for this company -
a) overlooked a key feature which was a differentiator
b) copied without any improvisation a feature which was already present in other brands.
completely loosing both the usability and experience factor.
This company can do all the tracking analytics or feature addition it wants but from a customer perspective - it's already lost it's charm and will keep loosing more if it now starts to provide explanation as to why the a) & b) were good decisions.
There is common sense and ingenuity which is only a matter of difference in thinking to preserve a brand's individuality - here the approach was blind automation and collection of data whereas in the other example of company A was insight based corrections to advance customer experience.
I think you have guessed by now but if you are still wondering & want to know the company names which is irrelevant to me - as the fact and learning of the differentiators here - company A was the top worldwide retail e-com giant, company B was worlds topmost technology company (in technology products market place - known for quality products)
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