Skip to content Be everywhere, do everything, and never fail to astonish the customer. Have you noticed how businesses employ customer experience design for brand marketing and consumer influence? More and more trying to astonish the customer. Certainly, a real discriminator, isn’t it? Today we will examine 10 different ways Zappos client experience influences by 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.
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. Suppose 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.
When 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. And convenience also.
When considering why convenience has become a key differentiator, the answer is right in our faces: We all have busy lives; we’re all pulled in multiple directions all day long.
Given an alternative, does anyone want less convenience or to spend more time on their to-do list? This idea isn’t really new. Corner markets and convenience stores aren’t just competing with the big-box superstores, they flourish. Why?
The reason is in their names: They’re right where their customers are, and they’re convenient. They don’t usually have lines, and they don’t have aisles and aisles of choices to sift through.
Let’s examine 10 smashing examples to discuss:
Zappos client experience … 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.
Related post: Random Acts of Kindness for Customer Experience Improvements
Employ customer experience … 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.
Zappos client experience … product trial usage
Zappos gets 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.
Zappos client experience … they 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.
Zappos may not be Starbucks, but they consider how they can better engage customer senses in their experience.
Zappos client experience … 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 Ben and Jerry’s Ice Cream brand? They are leaders in this type of discrimination.
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.
Customer collaboration
Zappos fostering ideas, intentions, and interests is their 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.
Custom products
Giving customers an ability to create a uniqueness in the product they want to purchase is a great way to discriminate 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.
Zappos client experience … 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
It’s always good practice to meet customers’ expectations and ensure they are satisfied and happy with your business — but if your strategy ends there, you’re missing out on all the value you can drive back into your business.
Make an effort to leverage that superior customer experience into new and repeat business, and pretty soon, you’ll reap all the rewards of satisfied, long-term customers.
So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of customer experience as a key way to discriminate. And put it to good use.
It’s up to you to keep improving your creative, social marketing and customer experience efforts. Lessons are all around you. In this case, your competitor may be providing ideas and or inspiration. But the key is in knowing that it is within you already.
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Try. Learn. Improve. Repeat.
Are you devoting enough energy improving your customer experience?
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find him on Twitter, and LinkedIn.
Digital Spark Marketing will stretch your thinking and your ability to adapt to change. We also provide some fun and inspiration along the way.
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Random Acts of Kindness for Customer Experience Improvements
