In April 2018, Arke had their 3rd Annual CX Summit, a high-end event for marketing and IT professionals. The day consisted of interactive sessions in the morning followed by speakers in the afternoon. It was a great day of valuable information that relates to everyday tasks in creating optimal customer experiences. These are the three most important takeaways I got from the conference:
- Build Relationships- Companies are expected to provide personalized experiences for each individual customer. In order to do this, you need to know what your customers are looking for and where they are coming from. Map your customer’s journey to see all their data points and where you need to create more touches to provide a better experience. When building relationships, it’s also important to ask questions and listen to your customers. Everyone loves talking about themselves and their experiences, so give your current and potential customers a platform to do so. One-way Arke did this is by creating a Voice of the Customer survey. Click here to get an idea of the amount of detail you should go into when gathering information from your customers.
- Be the Disruptor- Competitors are always innovating and finding ways to differentiate their experiences. A couple examples from CX Summit include: Michelle Montgomery from Serta Simmons talked about how Casper was disrupting with their Mattress in a Box, so Serta Simmons had to find a way for easy delivery.
Also, Kelly Brock talked about UPS disrupting with same day drone delivery. What are you doing to make sure you are constantly innovating and creating differentiated experiences for your customers? How are you making sure you can support your innovation goals? It’s important to always be on your toes and one step ahead of the curve. Take a look at what your competitors are doing and figure out how you can do it better.
- Integrate Customer Experience and Commerce- It used to be thought customer experience was smooth while commerce was always a little bumpy, but because of technology, customer experience and commerce are now thought to be part of the same experience. A great example from CXS was from Chick-fil-A’s Michael Lage, creator of the Chick-fil-A ONE app. Lage mentioned how every aspect of the purchasing decision is a high touch opportunity with your customers. For Chick-fil-A, the process is everlasting. It starts the first time you go to Chick-fil-A and choose to go into the store, drive-thru, or order online. If you go into the store, you are immediately greeted by smiling employees asking your name. When you choose drive-thru, if the line gets long, employees come out with iPads making the wait much shorter. When you order from your phone, the app is personalized to your location and creates a seamless e-commerce experience. Every detail of each interaction is important all the way up to the “my pleasure” when you get your food, yet the experience is never over as Chick-fil-A strives to continue to create an excellent experience and retain their customers by offering different promotions and customer days—I think we have all been in possession of a free Chick-fil-A sandwich card at some point. Take a page out of Chick-fil-A’s book and create experiences that deliver exceptional customer and commerce experiences.
I am very excited to see what Arke CXS 2019: Transforming Digital Experiences to Digital Business has in store. Two speakers that have been released include thought leader, Vic Pynn and Justin Reilly, Former Head of Customer Experience Innovation at Verizon.
To get more information and to RSVP for CX Summit 2019, click here.