As consumers we can choose the same product at various providers. They do not allow for our preferences or do not give any room for flexibility most of the time. Many products, services and brands do not stand out – why therefore, would we choose a given product of a given provider unless it delivers any positive and unique set of experiences?
We can take mobile phone companies as an example. Their clients can considerably differ one from another – they may have different, unique and very specific needs. There are people who travel abroad frequently, there may be some who call just one number or the ones who do not call at all as they use only internet for communication. Each of these situations requires a different perspective and approach so that our customer knows their needs are taken into consideration.
Thus, a noteworthy question arises: how to add value and unique experience to a product or a service which are offered by tens, hundreds or even thousands of companies worldwide?
Currently companies alter, develop and structure based on the Customer Experience. Having a client should not be the final aim for a company anymore. Encouraging our customers, involving them into a development of our brand and active dialog – these are the aspects that are much more meaningful nowadays than enabling our customer to be a passive observer. A modern customer not only sees our brand but also experiences and cocreates it.
A company is not a director and a customer is not a spectator anymore. They are both creators and cocreators. Due to this attitude companies, brands, services and products may evolve and transform to a unique as well as positive experience.
Unfortunately, many companies still focus only on products and they try to compete only with prices. In the long run, such actions will not be sufficient since other companies will develop in the direction of Customer Experience and customers, on the other hand, expect and require more and more positive experiences.
The competitive space have been altering and right now the topic that may help us act on real and tangible results pertain Customer Experience.
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