Customer Experience Must Be Corporate Culture to Succeed
Every customer touchpoint needs to enhance the customer experience, and the main way CEOs and CMOs can make that happen is to make it everyone’s responsibility.
— Jon Georgousis (@JGeorgousis) January 23, 2019
Qantas is making customers feel heard far ahead of time about the experience they want to have in 2022, when the airline debuts the longest flights available. Reuters reported on Sunday that Qantas customers want exercise bikes and virtual reality experiences on board the flight from Sydney to London. Marketers could argue that Qantas was just responding to competition, which is also taking the customer experience into account:
“Rival Singapore Airlines Ltd hired wellness brand Canyon Ranch to design healthy meals and guided stretching exercises through its in-flight entertainment system when it resumed near-19 hour flights from Singapore to New York last year after a five-year hiatus.”
Joshua Nite writes on Jan. 23 in a TopRank Marketing blog post that he agrees with Gartner’s 2014 take on brands primarily competing on customer experience, because how a brand makes people feel makes the difference between being loyal or going to a competitor. That research found 89 percent of companies compete primarily on customer experience.
Nite writes in the post:
“Who owns customer experience?
“It’s not just the customer service team or the Chief Experience Officer or any other dedicated department. Every touc point with a customer or potential customer is an opportunity to enhance the experience. It’s everyone’s responsibility.”
In IBM’s 2016 research, it found the companies that do the best job of providing pleasant customer experiences reinvented themselves this way:
- Assign customer and business value to CX — testing and continuously optimizing
- Engage employees as critical drivers of the experience
- Dive deep into the insight
What do you think, marketers?
Please respond in the comments section below.
Related story: United Sorry About Dog Death — Make Employees Brand Reps?