5 more examples of best in class CX
Stroll a mile in your babies buggy
Empathy is the art of letting the customer know that you genuinely understand what it is like to be in their shoes. Contours really demonstrated their understanding of this when they designed an adult sized buggy for one of their most popular selling models.
This allowed parent’s to actually experience what it’s like to be pushed around in a buggy from their child’s perspective. This isn’t just a fun idea for a viral video, but is actually an empathetic solution to a purchasing decision. Normally the factors involved in buying a buggy would revolve around ease of use for the parent, i.e. maneuverability, storage and folding. Now they can put their child’s comfort first.
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Apple take their in-store experience to the next level
Over the past few years Apple noticed their sales falling. This is due to strong competition and because people are holding onto their gadgets longer than before. With this in mind, Apple are designing their new stores to keep customers coming back. Each room is designed to be a different environment, aimed to feel like a town square. It is a place for customers to enjoy their Apple products and hopefully convince them to stick with Apple when the time eventually does come to upgrade. As these stores aren’t exclusive to Apple users, they should convince people who are on the fence about switching over to make the decision. This is a great example of how to keep customers loyal by delighting them with an experience they’re not expecting. Apple as always, are disrupting the market. Expect others to follow.
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An ‘inside the box’ approach to creativity
Exceeding expectations is key to your customer satisfaction. Zappos are masters in setting expectations and then exceeding them.
Zappos wanted their customers to get creative with their shoe boxes. Using fun instructions and illustrations it allows customers to utilise every square inch of these boxes. They can be used to make a smartphone holder, a funky 3-D llama or a Geo Ball planter to name a few. The idea is to eventually inspire customers to literally ‘think outside the box’ and go beyond this funky box and into aspirational territory.
Zappos scored number 1 in the US for Expectations in the 2016 US CXi Report. When purchasing a pair of shoes the box is usually thrown in the bin or stored away under a bed. With this, the experience goes beyond the purchase and challenges the customer to do something creative and engaging.
An experience even James bond would be proud of
Building a relationship with customers can be a very difficult challenge in the luxury space. Especially when your product can cost a customer over €250,000! That is why first impressions mean a lot to Aston Martin. Most customers will only ever buy one vehicle so they make sure to give them the “full service experience”. Aston buyers are given access to the CEO’s personal number and given the opportunity to see the full process of their cars assembly, meeting everyone in charge along the way. Buyers are also invited to one of Aston’s many event’s where fans and owners are taken to unique spot’s around the world to drive. One experience involves driving new DB models on a frozen lake in New Zealand with a professional driver in the passenger seat! Simon Sproule, Aston’s CMO said about the ice event “that’s the whole point of luxury, It’s about those special experiences – giving you those memories, giving you those experiences.”
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An out of this world fan experience
The Force was certainly with the children of Scoil an Fheirtéaraigh in west Kerry when a special visitor from a galaxy far, far away called for a visit. After two of the pupils found out that the movie was being shot close by, they designed a book and a Star Wars pottery sign and sent it on to the crew. This obviously caught their attention because Chewbacca himself made an appearance at the school a few days later. The kids greeted him with a tin whistle rendition of the Star War’s theme and even attempted to teach him a few words in Irish. Resource teacher Míchéal Ó Cinnéide said “Disney Lucasfilm wanted to do something nice for the community because everyone had been so helpful and cooperative and they wanted to give something back”. This was done outside of their movie PR and done solely to amaze the 65 pupils of Scoil an Fheirtéaraigh. Disney Parks who scored second in the 2016 US CXi Report are known for their magical experiences and this shows that they are willing to continue to give those experiences outside of their walls.
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If you would like to explore how your company can activate CX excellence e-mail Michael Killeen to discuss further.
Or call Michael directly at +353 1 6622277