A unique experience starts with yourself, with an internal connection.
In order to offer customers a unique experience, you first need to be clear about what you stand for as an organisation: what is your vision, your promise, your story? What distinguishes you from others and why should a customer choose for you? This story should excite and arouse curiosity. Subsequently, your service, product or offer should immediately make clear what it brings to your customer. Translate your story into a good communication plan and extend this throughout the online and offline customer journey. As soon as all the touchpoints are connected, a powerful and consistent journey is created to which you keep your customer connected.
In addition, everyone in the organization needs to know and breathe this story. Every day again. Especially the departments that are close to the customer such as marketing, sales, customer service, etc. They are as close as possible to the customer journey. A good starting point is to actually go through this journey with the teams from a customer perspective. Constantly ask the simple question: How do you want to be helped or what can you do to make the customer journey even more fun or easier?
Stay connected and avoid Drop Off
Sketching your customer journey is an important starting point. Because if you don’t yet have a picture of how customers come to you, the journey will soon end. Which steps does your customer go through in his or her search? Which questions do they raise? The more questions you are able to answer, the smoother this journey will go. In this way the connection will be maintained and you will build up to a maximum ‘connected experience’.
During this journey there will always be moments when consumers and customers may drop out. And that is where you, as an organization, suffer an immediate loss. We call these Drop-Off moments. A reason for Drop-Off can be, for example, when your product or service raises too many questions or ambiguities with your consumer. As soon as you have insight in the Drop-Off moments of your customer you can start reducing this loss. And if you know how to reduce multiple Drop off moments by a few percent – you will soon realize a substantial profit at the end of the journey. Literally and figuratively.
Know your customer or consumer. Together with your team(s), look for the ideal customer journey. Go through this journey and see how you can continuously improve it. Step by step you will create a better connected experience that will let you win tomorrow!