Is Your Business Ready to Compete on Experience?

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Is Your Business Ready to Compete on Experience?

ATLANTA — Companies no longer compete on the basis of a product or service. Today they compete on experience — and win business from customers who have positive perceptions about doing business with them.

That’s the reality Arke VP of Strategy Margaret Wise drove home during Arke’s 3rd annual Customer Experience (CX) Summit here. “Customer experience is what gets people excited and want inspires them to continue doing business with a company,” Wise told more than 100 attendees.

Compete on Experience

Arke CX Summit is an exclusive, invitation-only event for clients and partners. The daylong forum attracted more than 100 CX professionals to the Buckhead Club for discussion, learning opportunities, and networking.

Through workshops and presentations, attendees were challenged to think broadly about CX to generate measurable change. To lead the experience today, companies need to map their CX strategy to their business goals and selectively adopt the right technologies.

The goals are to solve problems, reduce customer complaints, and make life and work simpler, easier, more convenient, and potentially more profitable, Wise explained.

How to Master Experience

Brian Rudolph, VP of Experience Design at Arke, said optimized and personalized CX delivers on a core tenant of advertising — that is, “delivering the right message at the right time to the right person.”

According to PwC, “Good customer experience leaves people feeling heard and appreciated; it minimizes friction, maximizes efficiency and maintains a human element.”

Valued, great experiences also help businesses compete. They generate up to a 16 percent price premium on products and services, plus increased loyalty, PwC concluded in a recent report. It also found:

  • 73 percent of customers say experience is an important factor in their purchasing decisions, behind price and product quality
  • 65 percent of US customers find a positive experience with a brand to be more influential than great advertising
  • In the U.S., 17 percent of customers will abandon a brand they love after just one bad experience — and 59 percent will walk away after several bad experiences
  • Nearly 80 percent of American consumers say speed, convenience, knowledgeable help, and friendly service are the most important elements of a positive customer experience

To learn more about how companies are addressing today’s need for exceptional experience, we talked to numerous CX Summit attendees. Here are their thoughts.

Amanda Wemette

Amanda Wemette

AGCO’s Amanda Wemette

Amanda Wemette is manager of Global Fuse Communications at Duluth, Georgia-based AGCO, a worldwide manufacturer and distributor of agricultural equipment. She suggests the challenge is making good use of your data to support excellent CX.

Read her full answer here.

Colleen Nolan, Cox Automotive

Colleen Nolan

Cox Automotive’s Colleen Nolan

Colleen Nolan is business process manager for Cox Automotive, a subsidiary of Atlanta-based Cox Enterprises. She said businesses need to be empathetic to understand their customers’ journeys.

Read her full answer here.

Jamie Miller

Jamie Miller

Jamie Miller, D.R. Horton

Jamie Miller is digital marketing manager for operations at D.R. Horton, America’s largest new home builder. He said his company built a better website to keep its customers engaged.

Read his full answer here.

Sabrina Sexton

Sabrina Sexton

Stanley Black & Decker’s Sabrina Sexton

Sabrina Sexton leads global digital marketing and customer experience for a $1.5 billion division of Stanley Black & Decker, a Fortune 500 company. By providing excellent customer experience, companies help their customers be more successful, she said.

Read her full answer here.

Kelly Brock

Kelly Brock

UPS’ Kelly Brock

Kelly Brock is marketing director for the industrial and automotive segment for Atlanta-based United Parcel Service (UPS). She said businesses need to constantly change to meet the expectations of their customers and adapt to market demands.

Read her full answer here.

Michelle Montgomery

Michelle Montgomery

Beautyrest’s Michelle Montgomery

Michelle Montgomery is VP of marketing communications for Beautyrest at Atlanta-based Serta Simmons Bedding Co., North America’s largest bedding manufacturer.

For a mattress manufacturer, customer experience starts long before the time of purchase, Montgomery said. “How do we connect with our potential consumers before they even think that they need a mattress, connecting with their passion points and the higher order of sleep and have them think Beautyrest?” she asked.

Read her full answer here.

Ryan Kramer

Ryan Kramer

Secureworks’ Ryan Kramer

Ryan Kramer works in global brand and web marketing at Atlanta-based Secureworks, a global cybersecurity company. For him, customer experience starts with education and knowledge sharing.

Read his full story here.

For More Information

If you want more information about creating exceptional brand experiences, email Chris Spears or Margaret Wise.

About Arke

Atlanta-based Arke develops strategies and implements digital technologies for better brand experience for your customers.

By |2018-05-30T14:26:07+00:00May 1st, 2018|

About the Author:

Noreen Seebacher was the content evangelist at Arke, where she researched and wrote articles as a brand journalist. Noreen lives in Beaufort, SC with her husband, her dog, and four formerly homeless cats.

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