Many companies focus on optimizing the customer experience. In our vision, this is not enough. Take the financial sector for example, all banks and insurance companies have teams responsible for improving the customer experience. However, the feedback they get from customers is almost exactly the same. If they improve solely based on that input, then chances are that they make the same improvements as their direct competitors. No distinct differentiation or competitive advantage will be created. The asset that will make your organization really stand out from the competition is your brand. What does your organization stand for? Where can you actually make a difference? Why should customers choose you? By answering these questions for your brand and by excelling on these brand hallmarks in the customer experience, you will be able to create an optimal customer experience that is also perfectly in line with who you want to be. That is what we call a branded experience, which we help our clients achieve and maintain.
Your people are the link between your brand and your customers. Our research shows time and again that employees are the main driver of satisfied, but also of dissatisfied, customers. They can really make or break the experience. For this reason, it is crucial to involve employees in customer experience programs. We often involve them in different ways; through training programs we educate them on the importance of customer experience and the crucial role they play in delivering an effective experience. We use specific methods to collect suggestions for improvement from staff and translate these ideas into concrete improvement plans. Staff usually knows quite well what customers face and what they need in order to be served properly. Your staff is often a largely underestimated source of knowledge!
Ultimately, all our efforts are focused on the customer. Would you also prefer customers that buy more, stay with your brand longer, and recommend your business? We obviously involve the customer in improving the customer experience. By doing research on the customer, by working in co-creation with customers, we are able to design an experience that meets the needs and desires of your customers and distinguishes your brand. By involving the customer intensively, we enable you to have an outside-in look into your services, products, and processes. An additional advantage is that customers often become very enthusiastic when really listened to. Customers involved in improvement initiatives often become promoters of your organization!