Customer experience (CX) makes all the difference. It impacts brand reputation, purchase behaviour and whether or not people will choose to advocate your products and services.
We covered CX strategy in a previous blog post. In the second of the series, our lead strategist Tom looks at how brands are creating memorable experiences for their fans and customers.
Here are some CX examples that subjectively point to successful brand experiences.
#1 Taylor & Hart [ NPS surveys ]
Progressive brands lean on customer feedback to develop CX tactics. The jeweller Taylor & Hart is a good example of how using customer experience metrics can lead to better outcomes.
The company started tracking its Net Promoter Score (NPS) and used this to secure repeat business, expand its product offering and deliver 2x annual revenue. It started with a simple question:
“On a scale of 0 to 10, how likely are you to recommend this company/product to a friend or colleague?”
Having identified two key checkpoints, customers were asked when placing an order and again when it was delivered. This was to calculate an overall NPS score, but also place each customer on a sliding scale based on their answers.
They automated the entire process via their CRM system, Google Sheets and other tools. Turning the data into actionable insight and the basis for impressive customer-centric growth. They used it to improve their products, drive repeat custom and optimise their advertising campaigns.
The takeaway is to consider how you could use key touchpoints in the customer journey to bring about CX improvements. Capturing feedback or data that can be looped back into the strategy.
#2 Credo [ virtual consultations ]
US beauty brand Credo has been able to capitalise on live-stream customer engagement and tap into the growing trend for conversational commerce.
With physical stores closed due to COVID-19, the brand decided to pivot towards digital and build on its existing Credo Live feature. This allows customers to have virtual consultations with sales associates and get personalised advice during video chats.
Source: Credo Live
The messaging platform is supported by British tech company Hero. The idea behind it is to create a more personal touch to ecommerce and to bring the human experience of the store online.
Having identified the problem that retailers were having digitally, it seeks to make the experience more interactive and conversational. Credo has found it to be highly effective and a hit with customers.
“We’ve seen a lot of fangirling happening, with people recognising the various store staff now consulting virtually and appreciating them as individuals. There has been a very heightened sense of the value of having someone listen to you; customer service is usually a battleground, now it’s a different story.”Dawn Dobras, CEO, Credo Beauty
As people seek reassurance, we’re seeing more brands pivot towards wellbeing. The most notable being John Lewis’ partnership with life insurer Vitality to offer customers free virtual workshops to alleviate COVID-19 stress.
#3 Coca Cola [ personalisation ]
By focussing on CX it’s possible to create more personalised experiences for customers. We wanted to pick an example from the FMCG sector to show that this can also be done at scale.
You’ll remember the #ShareACoke campaign that Coca Cola ran a few years ago. What started in Australia quickly got rolled out across other territories as a way of connecting people with the brand.
“The purpose of the campaign was to create a more personal relationship with consumers and inspire shared moments of happiness.”
Source: Coca Cola
#ShareACoke turned an otherwise ordinary occurrence of drinking a soft drink into a more personal and shareable customer experience. It’s a great example of how campaigns can become self-fulfilling and generate word of mouth marketing.
As this Medium article shows, it captured the attention of millennials while the ‘sharing’ CTA took it viral. Celebrities and influencers helped, but the real success was in how Instagrammable it was and the way that user generated content (UGC) extended its reach.
#4 Netflix [ reducing friction ]
If any company is synonymous with CX it would be Netflix. Although it owes a lot to tech innovation and experimentation, this is fuelled by an in-built ‘customer-obsessed’ culture.
Just think about some of the features you now take for granted. A login for each user, which saves preferences and surfaces content algorithmically based on your viewing habits.
It has been calculated that 80% of what people watch comes from Netflix recommendations.
They may not use CX methods like surveys or interviews, but every piece of data they collect is used to create highly personalised experiences and forms a continual feedback loop.
Source: New York Times
The touchpoints matter, but it’s the holistic experience that matters. Every bit of friction has been removed to keep you watching and engaged. From automatic previews within the UI to the autoplay at the end of each episode. It’s little wonder we end up binge watching box sets.
Netflix uses behavioural psychology to pull us in and keep us hooked. Applying the repricoacy principle and idleness aversion to perfect the customer experience.
#5 Hubspot [ transparent pricing ]
If you work for a B2B organisation, you’ll be familiar with Hubspot. The company offers easy to use software and believes that “good for the business” should also mean “good for the customer.”
Given that CX includes every touchpoint and the end-to-end customer journey, the Hubspot platform lets your entire company work together. From marketing, to sales, to customer service.
Crucial to this is the flywheel approach, which places the customer firmly at the centre.
Previously, marketers and salespeople structured their business around the funnel. But this is a flawed and out of date system. The customer should be the driving force, not an afterthought.
Source: Hubspot Flywheel
Hubspot practices what it preaches from a CX standpoint. It supports new users with onboarding and training. There’s a Hubspot academy, which offers free courses and certification, plus many more resources and customer support.
They provide free CRM, using behavioural science to upsell other products. Transparent pricing aids decision-making and they’ve reduced friction by making it easy to get demos and free trials.
Source: Hubspot Pricing
#6 Monzo [ customer-centricity ]
The mobile challenger bank Monzo is a strong example of a brand that puts the customers experience first. Understanding that people want speed and convenience, their mission is: “we let people perform at the speed of thought.”
Perhaps the most telling sign is the Monzo tone of voice. This spells out their commitment to using easy to understand language without jargon or ambiguity. They operate with trust and transparency.
They listen to their customers and canvas opinion through their community forum. For example, here they ask people which new categories they would like to help organise their budgeting and spending.
Source: Monzo Community Forum
What’s interesting is they chose to add two new categories: persona care and family. But they resisted custom categories because it would create complexity, and make Monzo harder to use.
This openness is refreshing and they even go as far as to share their product roadmap in the section called Making Monzo so that customers can see ‘coming soon’ features and updates.
#7 Adidas [ digital experience ]
In a competitive market, Adidas has invested a huge amount in the brand’s digital future. The sportswear company uses cloud technology to revolutionise how it serves customers.
The ecommerce site is smooth and easy to navigate, with options to filter down products and proceed to checkout. Other colours and customisation add to the sense of personalisation.
Source: Marketing Week
The sportswear brand has enhanced the CX and sense of community with the Creators Club, which acts as a kind of loyalty system for customers. Other forms of content keep customers engaged, such as Gameplan A, which covers various work/life topics.
Source: Gameplan A
From personal experience, they also seek to resolve customer complaints and go above and beyond to keep loyal customers happy.
Technical issues around Black Friday meant that my order got cancelled. The company honored the discount though and even gave me a new code for my next order.
Clearly, you’re not always going to get everything right. But as this example shows, it’s often how you respond and negative experiences can be recovered and turned around.
Now you’ve seen a few examples, read our guide on how to develop your CX strategy.