fbpx
Blog post
June 24, 2019

Experiences are the new differentiators

Optimise your customers’ journey across all touchpoints to achieve a holistic and customer-centric experience

Customers now have a powerful voice in sharing their experiences and with it, comes an expectation for actions to take place as a result of their feedback. In our digital world, customer data is nearly limitless – but people are much more than data. Their lives are defined by driving wants, needs and desires with an endless amount of choice and more often than not, brands believe they are delivering a better experience to these people than they actually are.

For those brands or organisations that choose to close the experience gap and embrace maximising the customer experience (CX), are finding themselves in a race to the top. By understanding what drives your customers’ decisions and the other influences that are out there, you can improve overall business growth and success over your competitors by making decisions based on customer intelligence.

Optimising the customer experience

A customer’s feedback has the power to transform your organisation through innovation and by improving their overall experience it can reduce customer churn. No matter where your organisation is in terms of CX maturity or customer feedback management, it is important to have access to customer insights in order to implement strategies to retain them. 

Here are 3 steps to maximising the customer experience:

1.       Illustrate the customer journey

The customer experience is made up of many customer journeys – the path customers take to solve a problem or need. The better experience your customers have with your brand or service, the more engaged they become, and the more opportunities become available. Having a great customer experience can also promote customer loyalty and as long you continuously optimise every element along their journey you will have satisfied customers.

Understanding the steps of your customers journey through various touchpoints, engagements and interactions with your brand will help to properly target your customers and understand their requirements and their pain points. Divide the customer journey into phases and pay close attention to each component by measuring the outcomes, collecting feedback and applying this feedback where possible. This will maximise customer success.

2.       Drive value from experience data

Looking at both quantitative and qualitative approaches across various facets of your business must be considered to give a complete picture of your customer data. Looking at one source will only give an incomplete representation.

Customer experience is more than sending surveys and collecting feedback – having this information is important but it’s also about enriching and humanising the experience and using these unique experiences to create a positive customer centric culture. Sharing insights and developing processes to improve the customer experience and create business value allows the best experience possible. It also generates the maximum return on your efforts. Obtaining this information can be done through swapping knowledge between cross functional groups by identifying where there are gaps as well as what’s working well. A team dashboard can also be created that specifically looks at different touchpoints and their success. Whatever data you do gather, turn it into actionable insights that directly improve your customers ‘experience.

3.       Learn from churn when it happens

Reducing customer churn is always sought after, however is quite difficult to achieve. Churn happens from poor experiences (both operational and strategic) and can have a drastic effect on your bottom line but it can also be helpful and insightful for your brand to learn and improve. For the customers you’re not able to prevent from churning, be sure to find out why they decided to move on. Conduct a short exit interview with the customer to understand their experiences and their pain points and take this knowledge to make improvements.

Fundamentally, it’s important to ensure a positive customer experience to encourage your customers to build brand loyalty. Customers hold the power in today’s business landscape which is why seeking feedback on their experiences is valuable to your brand or organisations’ performance and reputation.

Happy customer, happy life.

Share

Similar articles

object(WP_Post)#6698 (24) { ["ID"]=> int(1816) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2019-06-24 22:28:46" ["post_date_gmt"]=> string(19) "2019-06-24 22:28:46" ["post_content"]=> string(6466) "

It’s a familiar scene: friends and family are meeting up for brunch. The coffee is hot, the avocado is smashed and at least one brunch-goer is reaching for the Panadol while avoiding questions about where they ended up last night. And when the food arrives? Everyone waits; not eating until the moment has been captured and posted to Instagram.

Founded in 2010, Instagram has 800 million monthly users worldwide. In the past eight years more than 270 million pictures of food have been posted to Instagram. The influence that Instagram has had on the restaurant industry has been immense. We’re now in an age where food and beverages can go viral, not just tweets and videos. Instagram is a visual medium, and this focus on aesthetics has changed the way we eat when we’re dining out. Photogenic foods have spiked in popularity, and the food that we eat has become brighter and more decorative. At breakfast time, muesli is out and smoothie bowls are in, and the toast has to be topped with avocado.

Its commonplace for menus to now include at least one Instagrammable dish but the food itself is just one part of making a #foodstagram pop. The lighting, the crockery and the tabletop also need to be on point. Social media isn’t just changing the way we eat – it’s also influencing interior design trends. Take it from Teddy Robinson, a creative director for London café-bar chain Grind. “Last year we replaced every table in the company with white marble, just because it looks good on Instagram,” he said. This might seem extreme if you think of this phenomenon as just pictures of food, but Instagram is more than that – it’s become the way that people (particularly millennials) choose where they eat. How Instagrammable a restaurant is can flow directly to the restaurant’s bottom line.

Not every successful restaurant or café needs to be doing Instagram well – but the ones that are have something in common. Emily Arden Wells, the Co-Owner of New York architecture firm Move Matter, often works on the fit out of new restaurants in Manhattan noting that Instagrammability is now being considered from a new restaurant’s blueprint stage. Venues that are succeeding on Instagram have moved mobile and social into the very heart of their supply chain – and they’re taking their millennial customers seriously. Their customers and their devices are considered before the tables are bought, before the menus are designed and before we tell the veggie shop how many avocados we need for Saturday morning.  If successful restaurants have social and millennials at the heart of their supply chain, what does that mean for news outlets?

Devices are already changing the way that we access news. Data from the Pew Research Center in 2017 shows that 85% of adults in the United States access news on their mobile device, at least some of the time. Not surprisingly, this is a trend that is growing – this is an increase on 72% from 2016 and 54% in 2013. Social media usage is also changing the way that news is distributed, with sites like Facebook and Twitter acting as the new gateways to news channels. Analysis of online news traffic backs this up, with Australian outlet ABC News Online sharing figures that compare visits to the homepage, and visits to news articles. Traffic to the homepage is on the decline but eyeballs on articles are increasing, as people discover news content on their Facebook timeline.

Some news outlets are already using devices and social to their advantage. When you log on to the Snapchat Discover page you’ll see outlets like the Daily Mail, Cosmopolitan and Buzzfeed talking direct to millennials. (At the time of writing, I almost got distracted by a Buzzfeed quiz titled “Pick a donut and we’ll tell u what your friends love + hate about u”). As you scroll down the Discover page you’ll notice more highbrow content – the power of the Snapchat Discover page is not to be underestimated. The Economist received more traffic in its first month on Snapchat Discover than it received in the preceding 12 months to economist.com.

The future isn’t just mobile – there are other, more modern utilities and methods of news delivery already available. If mobile technology can revolutionise the food industry, there’s immense potential for wearable and hearable technology to disrupt the media landscape. Hearable technology and Conversational UI is already delivering news information via Alexa and Google Home – as our virtual personal assistants get to know us better, does this mean they can deliver us even more relevant, timely information? Spotify and Netflix have already acclimatised us to the micropayment economy and people are increasingly happy to pay small amounts more frequently for quality and convenience. Rather than paywalls and digital subscriptions, would I pay for an alert on a traffic incident that meant I wouldn’t be late to birthday party?

There’s a lot of buzz around ideas like Spotify for News, News-flix and ideas that tie to the end of ownership and to micro-payments. The most buzz has been around a Dutch service called Blendle which claims half a million registered users in Europe and is now looking at the US. Most items on Blendle, which come from lots of different outlets, cost between 10 cents and 90 cents and come with a money-back guarantee: you only pay for stories you actually read – and if you then don’t like them, you can ask for your money back.

I don’t have all the answers but it’s important that we’re thinking about this. How can we prepare for continuous change in the news and content industries? The future is already here, we just need to harness it.

Ally Garrett, CX Director at Isentia
" ["post_title"]=> string(47) "How food could influence the way we access news" ["post_excerpt"]=> string(170) "The influence that Instagram has had on the restaurant industry has been immense. We’re now in an age where food and beverages can go viral, not just tweets and videos." ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(47) "how-food-could-influence-the-way-we-access-news" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2019-06-25 07:49:53" ["post_modified_gmt"]=> string(19) "2019-06-25 07:49:53" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(36) "https://isentia.wpengine.com/?p=1816" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
How food could influence the way we access news

The influence that Instagram has had on the restaurant industry has been immense. We’re now in an age where food and beverages can go viral, not just tweets and videos.

object(WP_Post)#6792 (24) { ["ID"]=> int(30836) ["post_author"]=> string(2) "36" ["post_date"]=> string(19) "2024-04-11 23:33:19" ["post_date_gmt"]=> string(19) "2024-04-11 23:33:19" ["post_content"]=> string(2824) "

As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.

This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.

Explore over 20 beautifully crafted pages of data visualisation that illuminate audience insights sourced from social media, news outlets, and search engines. Gain valuable perspectives on how one of the defining issues of our time is being discussed and understood.

Our exploration of this crucial topic delves deep into uncovering insights that are indispensable for crafting effective strategies, both tactical and long-term:

-Unraveling trends in the sustainability conversation

-Assessing brand & industry reputations

-Navigating greenwashing & misinformation

-Understanding the diverse audiences of sustainability

To access these insights, simply fill in the form

Download now

" ["post_title"]=> string(60) "Sustainability: Mapping the Media & Public Conversations" ["post_excerpt"]=> string(0) "" ["post_status"]=> string(7) "publish" ["comment_status"]=> string(4) "open" ["ping_status"]=> string(4) "open" ["post_password"]=> string(0) "" ["post_name"]=> string(49) "sustainability-mapping-media-and-pr-conversations" ["to_ping"]=> string(0) "" ["pinged"]=> string(0) "" ["post_modified"]=> string(19) "2024-05-27 06:21:48" ["post_modified_gmt"]=> string(19) "2024-05-27 06:21:48" ["post_content_filtered"]=> string(0) "" ["post_parent"]=> int(0) ["guid"]=> string(32) "https://www.isentia.com/?p=30836" ["menu_order"]=> int(0) ["post_type"]=> string(4) "post" ["post_mime_type"]=> string(0) "" ["comment_count"]=> string(1) "0" ["filter"]=> string(3) "raw" }
Blog
Sustainability: Mapping the Media & Public Conversations

As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide. This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to […]

Ready to get started?

Get in touch or request a demo.