Have you noticed how customer experience design has grown in importance of brand marketing and client satisfaction? More and more trying to astonish the customer. Certainly, a real discriminator, isn’t it? Today we will examine 10 different ways brands have chosen to use their customer experience to stand out above the noise and become a significant contributor to brand marketing.
The end state quality of the product or service the customer receives is what counts. However, this Includes the experience the customer remembered while he purchased the item. Often that is what is remembered the most.
Before we continue, let me ask you a question.
What works best for customer experience design in your business? We would love to hear what it was. Would you do us a favor and post it in the comments section below? It would be greatly appreciated by us and our readers.
With the advent of the Internet, the number of marketing options available to both budding and experienced entrepreneurs has become staggering.
So what constitutes a great customer experience?
The quality of your company’s customer experience is ultimately determined by the way customers feel after their last interaction. If the customer is unhappy, your company’s customer experience is bad. If the customer doesn’t have a feeling one way or the other, your company’s customer experience is mediocre.
If the customer feels good, your company’s customer experience is satisfactory. But if the customer feels delighted, your company’s customer experience is a substantial competitive advantage. That is the only one that really matters to success. And the one everyone is attempting to find the magic for.
Related: 10 Laws of Customer Experience Design
Let’s examine 10 smashing examples to discuss:
Client satisfaction … deliver happiness
Feelings and emotions certainly have a significant role in the way customers influenced in the marketing process. Zappos and its business culture of ‘delivering happiness’ certainly has established this as one of its distinct customer experience designs.
(See Zappos’ Marketing Strategy… What is Their Difference Maker?)
Product presentation
Have you ever been in a Whole Foods grocery store? If you have you will remember the emphasis on the visual presentation of their products. Draws your eyes to many, even if you are not looking for them. Helping customers visualize and sometimes taste the products.
(See How Whole Foods Marketing Uses Social Media to be a Difference Maker)
Customer satisfaction examples … product trial usage
Get the customer involved in trying their skill with your different products. More and more businesses are building product trial engagements into their customer experience designs as discriminators. Two of the best at this design approach are Bass Pro Shops and Legos, which often have become major attractions.
(See The 5 Must-Have Qualities of Legos’ Customer Engagement and Design)
Engage all the senses
Starbucks is the master of the customer experience design of engaging all the senses. From the luring visual appeal of their stores to the coffee aroma to the new sound headset stages, and the unique tastes of their products, they engage all of your senses. You may not be Starbucks, but you should consider how you can better engage customers’ senses in their experience.
(See Starbucks Marketing Strategy … the Difference Maker?)
Immersion in product and the brand
Here what the brand represents surrounds the customer and positively influences everywhere they turn. The two best examples of brand immersion? You’ll surely recognize the Disney World and Legos brands in this regard.
Creating good feelings
When a business does something good for someone, that somebody feels good about them. Are you familiar with the Ben and Jerry’s Ice Cream brand? They are leaders in this type of discrimination.
(See What Ben and Jerry’s Can Teach You About Social Commerce Business)
How do consumers influence producers … differentiated value
This example, while being traditional, will surprise you in the best brand in this discrimination category. Ever flown Jet Blue? Our favorite airline because of its great, unique discriminators. Consider its high-touch service, its Direct TV and XM radio, and quality snacks. They are number 1 in our minds.
(See How JetBlue Employee Empowerment Culture = Great Customer Experience)
Customer collaboration
Fostering ideas, intentions, and interests is the key to this experience. Dell and Starbucks are the standouts in this category with their long-standing use of customer crowdsourcing. Legos is also growing its crowdsourcing usage.
(See How Starbucks Used My Starbucks Idea to Ace Business Crowdsourcing)
Consumer influence … custom products
Giving customers the ability to create uniqueness in the product they want to purchase is a great way to discriminate between the product and the brand. This technique is probably the most difficult for most businesses to employ. The standout here is Nike and its NikeID product line.
Solving customer problems
Being very good at solving customer problems is a great way to create a good experience. Very needed in the technical product lines of computers and electronics, for example. The standout in this category is Best Buy with its Twelp Force and Geek Squad home services.
The bottom line
Here’s the thing, social isn’t just a new way of marketing, it’s really a new way of running a business. Many businesses certainly have figured this out and are using social marketing and improved customer experience to rapidly grow their business.