Who doesn’t want to stand out from the crowd (for the right reasons!)? Be different. Be innovative. Find that competitive advantage.
The is definitely true in the CX space, where being a bit disruptive and doing something that genuinely helps your customers can really differentiate you from the competition.
However, it’s one thing to want to do something a bit different; it’s quite another to actually do it. To help you out, we’ve pulled together three ideas to get you thinking about how you could approach CX in a different way.
Create a spin-off brand to test your ideas
Changing things in a large organisation can take time; there are a lot of moving parts to coordinate. One option to short cut this is to create a separate spin-off brand, where you can innovate, test and analyse around customer experience. Give this brand the time and space to be creative and different. Implement new approaches and new ways of doing things, without having to wait for the whole organisation to play catch-up.
It’s a way of proving to the organisation, as a whole, what works and what doesn’t. It means you can try more ideas, without getting bogged down. It also means if something doesn’t work or doesn’t resonate with your customers, then you can move on and try something else.
Build a team that is genuinely focused on exceeding expectations
If you genuinely believe that you can make a difference, put together a team that can make it happen. Whether that team is part of a separate business function or whether it's across your entire business, you can then prompt the change that needs to happen. Disruption is about identifying where your market is now in terms of customer expectations and then working to exceed those expectations.
There are organisations that have created a whole new business model in their market. They recognised that to actually deliver what the customer wanted, they couldn't follow the typical business model of the industry. They had to change it. It’s where we've seen the movement to subscription types models and OnDemand services. It’s where we’ve seen companies like ao.com move towards same day delivery, when nobody else in their space was anywhere near it. When they first started doing that, they were losing money on every single delivery. But they knew it was a model that their customers needed.
Do it because it’s right, not because you have to
There are lots of companies out there who have to make changes, so that they comply with legislation. It’s a big driver for a lot of organisations. However doing something because you have to isn’t the same as doing the best you can for your customers.
One way to change this is to think about legislation as the price of entry or the foundation of your CX. You have to do it for compliance, but there is no reason why you can’t take it one step further. Get the basics in place and then use customer feedback to build in continuous improvements into your CX. That way you’re being compliant and you’re also looking at how you can make things better for your customers in the long term.
If you're looking for more ways to take your customer experience to the next level, check out our eBook:
