With such a strong emphasis today on Customer Experience (CX), plenty of data and reports are coming out with information and ideas we can use to improve. One such report is Extens Consulting’s Best Practices Customer Experience 2018. Based in France, Extens helps its clients create memorable experiences for customers and employees. It lists 24 ideas from as many companies, most of them from France, and some of which you’ll recognize. The list offers concepts that are worth considering as CX strategies for your organization. While nothing may seem radically new or different, they all work for the different industries these companies represent. I’ve taken 10 of my favorites from their list to give you a short synopsis. I also end each example with a question to help you consider if this is an idea you can use.
- Time Is Money: ING Direct France recognizes that customers don’t like to wait on hold. As a result, they pay their customers for having to wait to reach a representative. It’s 60 cents per minute, which doesn’t sound like much, but it’s the idea that counts. What can you do to ease the friction of having to wait on hold – or wait for anything else?
- An Easy Way to Pay: Aviva France makes it easy for its customers to pay their home and auto insurance with Amazon Pay. Customers use the information that Amazon has stored in their accounts, which eliminates having to enter a credit card number and other information every time they want to make a payment. How easy do you make it for customers to pay for your goods and services?
- It’s Like I’m There, But I’m Not: The French digital real estate agency Nexity takes advantage of digital tools to create high-end virtual tours for its customers. Video use has exploded and is now almost commonplace as a method of showcasing a company’s products and services. Add in virtual or augmented reality, and it takes the “like I’m there” experience to another level. What are you doing to visually showcase what you sell?
- Talk to Me: The perfumer Guerlain is taking advantage of Google Assistant. Customers can get remote perfume consultation, find their nearest store and more – all through Google’s technology. Does your company take advantage of Google Assistant, Amazon Echo or other smart devices?
- Self-Service Appointments: Darty does same-day delivery and repairs on large appliances and televisions. It has created a self-service solution on its website for customers to make appointments, saving them time. How easy is it for your customers to make appointments or schedule meetings with you?
- Share Stories: Schneider Electricite is focused on creating a service culture. Proof of that is how they start each meeting with a customer story. This “ritual” emphasizes the company’s dedication to creating a great service experience by sharing what others are doing. How do you showcase great customer service for your employees?
- Everyone Together Now: FoxNot is a legal tech startup that helps notaries and their clients by connecting them with all the people they need for whatever they are working on. For example, in a real estate transaction, FoxNot would share the names of real estate agents, mortgage companies, appraisers, etc. It’s a great way to give some value-added support to customers and build good relationships with others in the industry. What referrals can you make to your customers to help them in areas beyond what you do?
- Personalize my Experience: Accor Hotels released a technology solution that allows all hotels in its group to share customer preferences, thereby giving customers a more personalized experience. It’s important for people on the front line of any business to have customer information, especially about their preferences. How easy do you make it for your employees to know the customers they interact with on a regular basis?
- Try Before You Buy: Almost 25% of the retail space in Decathlon stores in Canada is dedicated to letting customers try before they buy. Customers can “play” golf, basketball, archery and more in areas dedicated to playing versus selling. They even have changing rooms for their customers. Do you give your customers the opportunity to “test drive” or “play” with whatever you sell?
- Real Life Simulation: This is somewhat similar to Try Before You Buy (above), but it takes the “test drive” to another level. Canada Goose has put “Cold Rooms” in several of its stores. These rooms are set at negative 25 degrees Celsius (negative 14 degrees Fahrenheit), so the customer can experience just how warm those Canada Goose coats really are. What real-life simulation can you offer your customers to try out your products?
Obviously, not all of these work for everyone reading this article, but if nothing else, they will make you think. There’s some common sense here, and then there are some truly forward-thinking examples. Some take advantage of technology, while others rely on old-school ideas. Let’s end with a question: What are you doing to enhance the experience your customers have when they do business with you?
