CUSTOMER EXPERIENCE IN FOCUS // IT’S TIME TO REDESIGN
‘The crisis followed by the pandemic has caused a huge change in consumer behaviour. Consumers don’t react in the same way we could see in the past; therefore, we have to redesign the relationship and put it on a new footing, which should make customer experience a high priority. A company can maintain its position in the market situation if they consider this period as an opportunity, being able to develop new strategies and address customers in a new way and tone. BARE shares an article by Judit Radnai-Tóth, founder of Talentbrand, co-founder of the ExperienceCon virtual conference.
‘The definition of customer experience is not new; however, we don’t devote enough time on it in Hungary. Although, according to the survey by one of the most well-known international research companies, the Temkin Group, 59 percent of corporate executives plan to strategically improve this field in the next 3 years.
For the period of reopening (after the lockdown), corporate executives see strengthening customer experience as a key to competitive advantage.
THE SUDDEN DEVELOPMENT OF THE DIGITAL TRANSFORMATION
This is not by accident. Lately, experience has shown that products and services depreciate so quickly that in many cases, customer experience is the only tool to set a brand apart from its competitors. Moreover, surveys have also said that we are more likely to pay more for something if a relationship is maintained after purchase, the use of the product will become an experience as well. This trend has been confirmed by the economic change caused by the coronavirus, which has automatically sped up several corporate processes that would have been taken years without the current recession. As reported by the IoT (Internet of Things) magazine, digital transformation has quickened in 5 years, and BBC and Forbes are writing about the saltatory development of automatization.
A large number of consumers have shown up in the digital space, including those who have been averse to purchasing items online or using online services.
HIGH – QUALITY CUSTOMER EXPERIENCE IS THE NEW KEY OF SUCCESS
The competition in the digital space is greater than it has ever been. This forces companies to step up and start addressing customer experience more efficiently.
Recent research by Forrester points out that in 2020, the number of brands that could improve their level of customer experience increased because those companies realized that they needed to redesign their customer strategy. What worked efficiently two years ago is not enough today; companies have to offer high-quality customer experience to keep their customers. This is the only way to set themselves apart from their competitors in the long term.
Consumers will be emotionally attached to companies and brands, staying loyal to them if those brands can react to consumers’ needs, reduce their inner fears and insecurities, and address them with an emphatic, human voice.
ACHIEVING AN OUTSTANDING EMPLOYEE EXPERIENCE
It is important to indicate that conscious management of Employee Experience (EX) is the key to manage an outstanding customer experience. If employees are satisfied, the customers will react the same way, because they get their experience from a company and brand through the employees. If a company doesn’t pay enough attention to the mood of its employees and they don’t feel appreciated, they won’t be able to represent the real value of the company and stay motivated anymore; therefore, they can’t be productive – and this will be noticeable through the loyalty of the customers. Besides, a company can adapt to new situations like the current one if they can keep its employees loyal and motivated on a high level.
If a company nowadays wants to keep and even improve its position in the market situation, they have to redesign the relationship with its customers and need to give a high priority to customer experience.
And as part of this, they need to invest time and energy in redesigning the way on how they can motivate their employees more efficiently.
Redesigning customer experience during this period of time can be a challenge with everything constantly changing. However, being able to understand the latest trends and best practices can solve these evolving challenges of customer experience design and management.
Director of Client Services, Melanie Cihak and the Global Director of Hospitality, Linda Amraen of BARE International had a chance to address these trends and discussed hot topics like the business impact of a customer-centric culture, the future of customer experience, and how an exceptional employee experience can support businesses at ExperienceCon. Learn more about their customer experience insights at ExperienceCon!
Source: VG.hu, Judit Radnai-Tóth, founder of Talentbrand, co-founder of the ExperienceCon virtual conference
