Not so long ago, customer expectations were fairly siloed. Customers didn’t really compare the way they banked to the way they shopped for cars or were treated in their local hospital. To compete, all you needed to do was keep an eye out for the competitors in your market and be better. While challenging, this was conceptually quite easy.
Today, this has changed. Once customers had a certain experience anywhere, it will become their expectation everywhere. Regardless whether this is fair or realistic. If CitizenM can get me through check-in in 30 seconds, why do I have to stand in line in my medical centre? If Coolblue can tell me EXACTLY when my dishwasher will arrive at home, why can’t my vendor do the same for the widgets that are due in my warehouse?
Customer expectations are increasingly driven by the sum of all customer experiences a person has. Anywhere. Anytime. So if you’re selling B2B widgets, suddenly dishwashers matter.
I’ve been looking into this a bit as part of the upcoming Customerfest. It led me to formulate three areas in which you might want to look at the customer experiences you offer. I’m sure there are more, so if you have idea, do share below!
Shorten the customer journey
The simplest customer journey is the one that doesn’t happen. Places like Amazon or AirBnB have taught us that you can buy things in one click and get all the services to match. The more this happens, the more we start expecting shorter journeys everywhere. Every inefficient step, every address detail re-entered, becomes an irritant.
ACTION: Rather than improving your customer journey, look at eliminating complete steps. Can you do what Warby Parker eyewear did, and let customers take their vision tests at home? Can you create your version of the one-click-buy or Amazon Dash ?
Virtual assistants like Siri or Alexa, combined with the AI that powers them, are teaching customers to think about the ways they interact with brands. As a result we'll grow increasingly irritated when navigating that IVR or working through 3 call-centre agents that can’t seem to get our problem solved. Instead, we want our answers fast, accurate and with as little hassle as possible. Even if we’re not asking the question.
ACTION: Explore ways in which you can make your products and services more intelligent. Solve customer problems before they occur. Take inspiration from examples like the Pirelli Connesso system that proactively manages a car's tires through a mobile app. Or Nudge for Change, which helps consumer’s spend money at establishments which align with their beliefs.
We are living in the on-demand decade. Think Netflix. Same-day delivery. Soon even our cars will appear when we summon them. These developments are rapidly reducing our tolerance for waiting around and committing ourselves when there is no immediate need. We want our solutions instantly, and if we don’t use them, we’d preferably not pay..
ACTION: Think about the places you are making customers wait. Not just for delivery, but for answers. Service. Information. Payment. Take a look at Avvo, which gets you on the phone with a new lawyer within 8 minutes, or Verifly which has just launched drone insurance by the flight. Whether any of these services actually become a business success, is irrelevant. They are changing expectations, one customer at a time. This will eventually affect your business.
So get going, and look at the way other industries are changing your customer’s experiences. But remember. It's not because technology can be used that it should. Empowering the customer doesn’t equal digital force-feeding. Personally, I love gizmos that make my life easier. My wife, on the other hand, just wants to talk to another human that makes her problems go away. If you want to do business with our family, you have to keep both of us happy.
Just to keep your life a challenge :-)
About this blog
Whenever inspiration strikes, I use this space to share my thoughts on customer experience management, storytelling or what ever else crosses my mind.