New CX technology is drastically changing the commercial environment. Whilst technology simplifies interaction with brands, it is bringing to light large gaps in customer experience and customer relationship management. Meeting the demands of the “everything customer” is rapidly becoming a priority for customer experience (CX) leaders looking to gain a competitive edge by closing these gaps. However, with such a broad and diverse range of customer experience technologies, many are failing to meet these demands, leaving customers disconnected and dissatisfied.
Brands that do delight us with effortless experiences gain a competitive edge by meeting the increasing demands of the “everything customer,” according to Don Scheibenreif, Vice President, Distinguished Analyst, Gartner. Here are three ways you can develop a multi-experience mindset and platform to drive the enterprise forward on its path to growth with the everything customer.
- Think like a designer
Start with a digital design process run by skilled digital designers to map both the expected and unexpected customer journeys. Digital designers tap into new kinds of talent. Designers listen closely to both what customers say and what they don’t say. They balance the need to tap into individual preferences and deliver to universal demands.
- Design across platforms
CX leaders must lead the creation of a multi-experience technology platform that will bring these well-designed experiences to life. Building on 20 years of mobile and web app development, and the more recent building blocks of digital business, the platform will be called on to deliver consistent experiences across your phone, the web, your clothes, your watch, your virtual assistant, your refrigerator — all multimodal touch points that can interact with the everything customer, no matter where they are.
- Design for demographics
Generation Z, the next generation of customers, will be 24 years old by 2020. Gartner research on cultural values around the globe shows Gen Z values ‘identity’ more highly than any other age group. Designing for people who value individual self-expression so highly demands new solutions. The health and beauty industry is adapting to the demand with skin colored clothing and with makeup and bandages for small cuts that match your skin tone. Being inclusive creates connections that deliver value. In the future, organizations may need to market directly to machines. Gartner estimates there are more machines (7.8B) that can act like customers than there are human customers (5.2B) on the planet. HP embraced this future when it created “Instant Ink” — a digital service where internet connected printers automatically order their own ink when supplies run low.
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