Reinventing the Customer Experience

As we work with organizations around North America, everyone is trying to better serve their customers and the marketplace. Karl Weber wrote a great book around hospitality Chocolates on the Pillow Aren't Enough. It would be interesting to see how each of our companies is responding to these concepts.

Look for ways to provide customers with both simplicity and flexibility. Consumers want to be empowered. We need to be sure that we find ways to turn a commodity product into a unique customer experience. This comes from really looking at each touch point and what is taking place with your clients. There is great power of linking together customers into groups and communities.

People love customized products so long at they don’t become intrusive. They will pay a premium when they are perfect for them. They need to believe that they control what is taking place. It is important that we understand that technology needs to be a resource in making this happen.

Companies that organize their customers as advisors provide themselves with perspectives that are beneficial to the organization. They have found that the greatest ideas continue to come from their top customers. Companies like Harley Davidson have decided to dedicate 80% of their marketing funds to their existing customers because they see these customers as driving future sales. It is important to look at who the brand ambassadors are for your organization. It is important to look at the lifestyles that your customers keep and become a part of who they are.

Bob Coulter