#91 | DCX - Perspectives and insights on digital customer experience
The Future Belongs to Connected Experiences | Five Strategies for Attracting CX Leaders to Your Small Conference | DCX Poll | Links to Industry news | DCX Thought Leader Profile of the Week
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The Future Belongs to Connected Experiences
If you want to captivate and retain modern consumers, you need to master the art of delivering connected experiences. This strategic approach to customer experience transforms individual interactions into a cohesive, personalized journey across every touchpoint. As a seasoned CX leader, I've seen the transformative impact of these interconnected experiences. They mark a significant evolution from traditional, transactional engagements to a holistic, relationship-driven model.
Defining Connected Experiences
So, what exactly are connected experiences? They're a unified approach to CX, ensuring that every customer interaction with your brand is linked and informed by their previous engagements across various channels and platforms.
The aim is to craft a journey that's not just seamless but also personalized, efficient, and deeply meaningful. Achieving this requires a symphony of technology, data analytics, and strategic insight to not only meet but anticipate the needs, preferences, and behaviors of your customers.
Why This Matters More Than Ever
Your customers are not just looking for products or services; they're seeking connections and experiences that resonate on a personal level. They value brands that not only recognize them as individuals but also anticipate their needs and preferences across every interaction. This expectation has shifted the paradigm of customer service from transactional exchanges to building meaningful relationships.
In a time of plentiful choices and short attention spans, the ability to capture and retain customer interest is paramount. The unique bond formed through connected experiences acts as a differentiator in a sea of competition. It's not merely about satisfaction—it's about creating memorable moments that foster loyalty and advocacy. This connection is what transforms a one-time buyer into a lifelong customer.
The Ripple Effect of Connected Experiences
The benefits of investing in connected experiences extend beyond customer retention:
Increased Customer Loyalty: Personalized experiences make customers feel valued, significantly increasing their loyalty to your brand. This loyalty not only boosts repeat purchases but also turns customers into brand advocates who are more likely to share their positive experiences with others.
Enhanced Brand Perception: A brand that delivers seamless and connected experiences is perceived as customer-centric and innovative. This perception elevates your brand in the eyes of both current and potential customers, potentially increasing market share.
Data-Driven Insights: The integration of various touchpoints provides a wealth of data about customer preferences and behaviors. These insights allow for more informed decision-making, from product development to marketing strategies, ensuring that your offerings are always aligned with customer needs.
Operational Efficiency: By understanding your customers better and streamlining their experiences, you can also identify areas of improvement in your operations. This can lead to reduced costs, improved service delivery, and a more agile response to market changes.
So, How Do You Create These Experiences?
Get to Know Your Customers Inside Out
It starts with truly understanding who your customers are. Dive into your data to get a grasp of their behaviors, likes, and dislikes. This insight is gold when it comes to tailoring their experiences.
Knock Down Those Silos
If your teams aren't talking to each other, chances are your customer experience is disjointed. Encourage open communication and collaboration across all departments. After all, everyone plays a role in the customer journey. (See last week’s newsletter on CX Councils)
Embrace the Tech That Brings It All Together
The right technology can work wonders in connecting different touchpoints in the customer journey. Whether it's a CRM system, AI, or analytics tools, invest in tech that helps you see the big picture.
Don't Forget About Your Team
Happy employees mean happy customers. Make sure your team has the training, tools, and motivation they need to deliver exceptional service. They're the ones making those connected experiences a reality.
Keep Evolving
This isn't a "set it and forget it" kind of deal. Customer expectations change, and so should your strategies. Keep seeking feedback, analyzing your performance, and adapting to stay ahead.
Stepping into the future of customer experiences is about embracing the journey, learning about your customers, breaking down barriers, leveraging technology, and always striving to be better. It's a continuous journey, but one that's well worth it for the impact it can have on your customers and your brand.
Inspiring Connected Experience Examples from Under-the-Radar Brands
While giants like Amazon and Disney have set the stage, there are many other brands doing amazing things with connected experiences.
Vinomofo: The Community-Centric Wine Lovers’ Haven
What Sets Them Apart: Vinomofo goes beyond selling wine; they create a sense of belonging among wine lovers. By leveraging customer purchase history and preferences, they not only recommend wines that their customers are likely to enjoy but also invite them to wine events and tastings, making their journey with Vinomofo personal and inclusive. This approach transforms a simple purchase into a connected, community-driven experience.
Glossier: The Beauty Brand That Listens
What Sets Them Apart: Glossier's mastery in connected experiences stems from their use of social media and customer feedback as integral components of product development. They create a two-way conversation with their customers, making them feel heard and valued. This feedback loop not only enhances product relevance but also strengthens customer loyalty as shoppers see their suggestions come to life in new products.
Warby Parker: Blending Online Convenience with Offline Personalization
What Sets Them Apart: Warby Parker offers a seamless blend of online and offline experiences. Their virtual try-on app allows customers to see how glasses look on them before visiting a store. Once in-store, the experience is further personalized with staff who access customers’ online preferences and history to offer tailored suggestions. This harmony between digital and physical touchpoints ensures a frictionless journey, enhancing the overall customer experience.
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Five Strategies for Attracting CX Leaders to Your Small Conference
The insightful responses to my recent reader survey sparked this article. I'm incredibly grateful for the engagement and feedback received. One of the themes to emerge underscores the collective eagerness to get back together in person to share and learn from one another.
One reader asked: How can I get director level+ CX directors to attend a small conference?
From conversations with many of you, it's clear that our community deeply values the opportunities that in-person gatherings provide.
As we navigate the aftermath of the pandemic, the significance of in-person conferences has never been more pronounced. The pandemic reminded us of the irreplaceable value of face-to-face interactions, stirring a collective yearning to reconnect with our peers in the CX field. Now, as we gradually return to a semblance of normalcy, the time is ripe to gather again to share insights, challenges, and triumphs in a setting that fosters intimacy and meaningful exchange.
Due to their busy schedules, it can be challenging for CX leaders to attend meetings or events in person. Additionally, many companies have tightened their budgets, making it even more difficult for them to travel for business.
Despite these challenges, it's important to find ways to engage with other CX leaders and collaborate to improve the overall customer experience. So, here are five strategies and suggestions I recommend using to draw CX leadership to your conference. Thank you again for the question!
1. Curate Exclusive, High-Impact Content
Leaders in customer experience are perpetually in pursuit of cutting-edge strategies and actionable insights. To attract them, your conference must offer content that transcends the basics, unveiling advanced topics, innovative solutions, and case studies that showcase real-world applications. By promising content that can't be found in webinars or online forums, you position your event as a crucial hub for forward-thinking CX ideas.
Suggestion:
Explore the cutting-edge intersection of artificial intelligence and emotional intelligence, showcasing how companies are using AI to understand and respond to customer emotions in real time. This session could feature demonstrations of AI tools that analyze voice tones, facial expressions, and behavioral patterns to tailor customer interactions, driving deeper engagement and satisfaction.
2. Foster Meaningful Peer-to-Peer Networking
What truly sets small conferences apart is the opportunity for genuine, peer-to-peer networking. Facilitate environments where CX leaders can engage in deep, meaningful discussions, whether through roundtable dialogues, peer mentoring, or collaborative problem-solving sessions. These interactions are invaluable, offering a platform for sharing experiences and forging connections that last well beyond the conference.
Suggestion:
Introduce a 'CX Innovators Lab' where leaders collaborate in a hackathon-style setting to devise solutions to a hypothetical yet plausible industry challenge, such as creating a zero-friction customer journey using emerging technologies. This hands-on workshop encourages not just dialogue but active collaboration, leaving participants with a sense of accomplishment and newfound connections.
3. Highlight the Benefits of In-Person Interactions
There's a unique magic to in-person meetings that simply can't be replicated virtually. Emphasize the nuanced benefits of face-to-face engagements, such as nonverbal communication, the spontaneity of real-time conversations, and the depth of connections formed. Highlighting these benefits, coupled with testimonials from past attendees, underscores your conference's unique value proposition.
Suggestion:
Promote a segment of the conference dedicated to 'Unscripted Conversations' where attendees have the opportunity to engage in spontaneous discussions with industry thought leaders and peers. This segment emphasizes the organic and dynamic exchange of ideas that only in-person interactions can facilitate.
4. Offer Exclusive Experiences
To differentiate your conference, think beyond the standard fare. Consider offering experiences that are both unique and directly relevant to the interests of CX leaders, such as exclusive insights from industry thought leaders, behind-the-scenes tours, or hands-on sessions with emerging CX technologies. These exclusive experiences not only add value but also create memorable moments that resonate long after the event concludes.
Suggestion: Arrange an immersive VR experience that takes attendees through a day in the life of a customer using future CX technologies. This session not only showcases cutting-edge innovation but also provides a visceral understanding of the customer's evolving expectations, offering insights into how CX strategies must adapt.
5. Guarantee Actionable Takeaways
Ensure that your conference delivers not just insights but actionable strategies that attendees can immediately apply. Leaders are looking for tangible benefits—a return on the time and resources invested in attending. By promising sessions that end with actionable outcomes, strategies ready for implementation, and new skills that can be immediately leveraged, you make attending your conference an obvious choice for CX leaders.
Suggestion: Ensure each session ends with a 'Strategy Snapshot' — a concise summary of actionable strategies and techniques that attendees can implement in their organizations. This could be a digital handbook summarizing key points, tools, and methods discussed during the session.
Final Thoughts
Drawing CX directors and above to a small conference is about understanding and catering to their unique needs and preferences. Through exclusive content, meaningful networking opportunities, the irreplaceable value of in-person connections, unique experiences, and actionable takeaways, your event can stand out as an invaluable opportunity for learning and connection.
If you have other suggestions, share them in the comments. Let's continue to share, learn, and grow together, harnessing the collective power of our experiences to push the boundaries of customer experience forward.
If I were to dedicate an upcoming issue of the newsletter to you and the challenge you are currently facing, what would that issue be?
Everyone is talking about generative AI these days, and for good reason. The capabilities and pace of advancement are mind-boggling, and it's likely heading toward a key moment in the next few years: the creation of artificial general intelligence (AGI). This breakthrough will create enormous opportunities as well as challenges.
Join Adam Brotman and Andy Sack as they discuss this AI progression and explore what the coming AGI means for business leaders and brand builders. You can get exclusive access to each chapter of Our AGI Journey as it unfolds, featuring interviews and insights from influential thought leaders and technologists.
Our AGI Journey | Harvard Business Review
DCX LinkedIn Poll of the Week
This week, I asked our colleagues in the Customer Experience Professionals Group on Linkedin, What is the best way to get actionable customer feedback?
This week’s poll results show that customer interviews (45%) and surveys (27%) are the top choices among CX professionals for gathering actionable customer feedback.
I was pleased to see that CX professionals find direct interaction with customers through interviews to be the most effective way to gather actionable feedback. This makes sense, as interviews allow for in-depth discussions to really understand the customer's perspective, ask follow-up questions, and gather rich qualitative insights that can inform concrete improvements.
Surveys are also popular, likely because they scale well to reach a larger customer base and provide quantitative data to track progress over time. Text analytics and usability tests, while used less frequently, can offer unique value as well - text analytics for analyzing large volumes of unstructured feedback and usability tests for directly observing how customers interact with products/services.
However, as several commenters pointed out, relying on a single method may not be sufficient. A holistic approach combining multiple feedback channels can provide a more comprehensive understanding of the customer experience.
David Hart suggests that feedback should be obtained from as many relevant sources as possible. Melissa Klipfel expands on this, listing additional methods such as feedback collection and social media monitoring, each with its own strengths and weaknesses.
Susanne Wahl highlights that the best approach depends on the specific use case, emphasizing the importance of tailoring the feedback strategy to the organization's unique needs and goals.
Tina Findlay proposes a sequential approach: starting with surveys that include open-ended questions, followed by aggregated analytics to identify key themes, and then targeted customer interviews to dive deeper into specific areas of interest. She stresses the importance of acting on the collected data and closing the feedback loop with customers.
Richard J Mayne points out that with advanced software in 2024, aggregated text analytics can provide valuable insights into customer sentiment. However, he also emphasizes the need for a holistic approach and the importance of gauging customer satisfaction at the point of sale, which requires well-trained and attentive staff.
Based on these insights, here are some key takeaways for you:
1. Employ a multi-faceted approach to customer feedback, combining qualitative and quantitative methods to gain a comprehensive understanding of the customer experience.
2. Tailor the feedback strategy to the organization's specific needs, considering factors such as industry, customer base, and business goals.
3. Use surveys with open-ended questions to gather both structured data and unstructured insights, followed by aggregated analytics to surface key themes and trends.
4. Conduct targeted customer interviews to gain deeper insights into specific areas of interest or concern identified through surveys and analytics.
5. Leverage advanced text analytics tools to efficiently process and derive insights from large volumes of unstructured feedback data.
6. Ensure that feedback is acted upon and that the loop is closed with customers, demonstrating the value of their input and fostering ongoing engagement.
7. Invest in staff training and empowerment to enable them to gauge and respond to customer sentiment at the point of sale, preventing potential issues from escalating.
By adopting a comprehensive, data-driven approach to customer feedback and continuously iterating based on insights gained, CX professionals can effectively identify areas for improvement, drive positive change, and ultimately elevate the overall customer experience.
Industry News, Ideas, and Insight
Customer-driven business transformation | Deloitte US
Transformation leaders are using the customer perspective to drive their business transformations. This involves adapting to changing customer expectations, delivering new value, and targeting new customers. Knowing which customers to focus on and understanding their needs is crucial. A European airline successfully transformed its customer experience by using personalized communication and services. Constantly evolving with customer insights can lead to higher engagement and satisfaction.
How to drive experience-led growth in banking | McKinsey
The article discusses how customer needs and banking practices are changing and how banks can improve customer experience to gain a competitive advantage. It also highlights the importance of excelling in customer experience in the current economic environment. It suggests five bold moves banks can make to revolutionize key customer journeys and increase customer satisfaction. It also emphasizes the importance of helping customers migrate to digital.
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DCX Thought Leader Profile of the Week
Every week, I introduce you to another inspiring professional from LinkedIn who has the potential to make a significant difference in your life and career.
This week’s thought leader is Chandni Bhatt, Global Head of Member Happiness at Beauty Pie
Meet Chandni Bhatt, a passionate and award-winning CX professional who has been making waves in the e-commerce fashion and beauty industry for over a decade. With a talent for tackling complex projects and a drive for finding innovative, cost-effective solutions, Chandni has consistently delivered outstanding results for the businesses she has worked with.
One of Chandni's most impressive achievements was the implementation of an automation project at Beauty Pie, an e-commerce membership business. Through her strategic leadership, the average handle time for membership-related contacts was reduced from seven minutes to just 15 seconds, resulting in significant cost savings and enabling agents to focus on value-added conversations.
During the pandemic, Chandni's ability to adapt and innovate shone through as she successfully set up and developed an in-house Customer Service team, scaling it from 0 to 10 members and achieving 3x growth during peak periods.
Chandni's impact extends beyond her immediate team. As a key liaison between 170 stores across EMEA and Digital Operations, she has established new processes for feedback loops between stores and online channels. Her ability to source and manage business process outsourcing (BPO) partners has been crucial in supporting overflow activities during peak trading periods.
Chandni's dedication to improving brand reputation is evident in her successful implementation of new channels such as Trustpilot Service and Product reviews, which boosted Beauty Pie's rating from 1* to 4.5* within a 7-month period.
With a Bachelor's Degree in Business Management from Queen Mary University of London, part of the prestigious Russell Group, Chandni's educational background is as impressive as her professional achievements. In 2023, she was honored with the Women In Tech 100 award and was recognized as a CX leader to watch in 2024, a testament to her unwavering commitment to excellence in the field.
Thank you for reading this week.
Please share with others you think would benefit.
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