This article is the first in a series of publications to share the results of Customerfest, an online experiment to co-create the future of customer experience which ran late 2017. A big shout out to the team of InSites Consulting for making the event possible
In Bavaria, a driverless bus scoots across the countryside. In China, a man enjoys his dinner thanks to a dental implant set by a robot. In Northern Ireland, a toddler sports a 3D printed kidney. A Caribbean robotic bartender mixes cocktails on a cruise-ship.
The world has changed, and customer expectations are changing with it. 2020 will be a world where technical customer loyalty is dead. Where customers can buy what they want, when they want it, where they want it and even at the price they want it.
To adapt to this new reality, we will all need to reinvent ourselves. In fact, every company will need to develop three specific capabilities (*):
We need to learn how to solve customer problems before they occur. As devices around us get smarter, customers will expect smarter environments. Interfaces that only show the stuff they like. Mechanics that repair machines before they break down.
Customer insight collection needs to become instant and continuous. Sensing technologies and algorithms need to predict customer needs before competitors do so. Even before customers identify these needs themselves. This will allow further simplification of the customer's life. Cut transactional steps and touchpoints. Even complete journeys.
As long as humans are paying the bills, we want to be more than an organic interface to a digital process. Before we part with our money, we want attention, empathy and warmth. So while a more digital experience can add value, you will always need to infuse it with a human touch.
Tactically, you need to truly understand the customer's emotions at every stage of the relationship. Strategically, your business needs to develop a human face. A purpose and business model that transcends the simple pursuit of profit.
The experience we offer IS the product. But the opportunities to deliver this experience are getting scarce. Customers already tuned out of (intrusive) marketing efforts years go. Digitalisation now helps them avoid our showrooms, stores and offices. Unless these visits make their life easier or more enjoyable.
So when they do give you their time and attention, you need to pull out all the stops. Immerse them in your offer and the story of your business. Give them an experiential memory that can lasts months, years or even a life-time. After all, there’s no telling when you’ll get another chance to interact.
Bonus checklist item: reinvention
I realise that the above may feel like customer experience science fiction. Especially as many of us are still coming to grips with journey mapping and VOC programmes. But unfortunately, I'm not making the rules. Technology will accelerate. New players will disrupt existing markets. Customer expectations will rise.
Above all, this means mastering the skill of reinvention. The ability to challenge our own habits and beliefs. The willingness to learn new techniques and skills. Even if they are far outside of our comfort zone.
Does your business have a process to challenge itself on a regular basis? Do you deploy red teams to find weaknesses in your system? Set up think-tanks to explore new business models? In short, are you ready for reinvention when the need presents itself?
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.