These days, most businesses are online—so standing out from the rest can be difficult. Luckily for you, I recently attended the CXODisrupt Conference in Brisbane (hosted by Omni-Chanel Media), and I’m going to let you in on all the juicy tips and ideas that were shared there about customer experience and standing out online.
It's not about the technology and processes, it's about the people
Michael Bromley from IAG spoke about how empathy and understanding what your customers are thinking is key for any business to succeed in a transformation journey.
Not coming from a place of authentic care can leave any business, no matter how technology-driven, behind its competitors. That’s right! If you don’t give a damn about your customers, someone else will, and they’ll be the organisation that the customers choose over yours!
This also applies to employees. Bringing your employees in as part of the solution to your business’s problems will not just empower them but keep them committed to always resolving interesting problems. It’ll also encourage them to really care about their jobs, the business, and their customers (so everyone wins!). Ultimately, the hierarchical structure of a boss lording it over everyone is too old-fashioned for many of us (hence why we’re entrepreneurs, right?).
Enabling people to feel empowered to make decisions helps to avoid red tape and long approval times, which will make your organisation more efficient, more agile, and quicker to respond to customers who need something today, not tomorrow.
Disrupt or be disrupted
Nathan McGregor from Hitachi Data systems spoke about the opportunities of using data and technology to inspire cultural change in an organisation.
It’s no longer about feeling paralysed as a business, knowing you need to do something that involves digital—it’s about embracing digital from a place of change, from a place of braveness and empowerment.
It’s no longer a choice (I mean, it really hasn’t been for a long time, though, right?) not only to play the digital game, but to be the digital game. Customers are expecting change and connections that are seamless across traditional and digital channels, and simply not providing this spectrum of service can make your business feel like it’s constantly chasing its tail… and that, friends, is not a cool game to play.
Personalisation vs individualisation
Jennifer Arnold from SAP talked about the importance of digital awareness across industries and sectors. Customers are simply expecting the same experience they are receiving from one business to another. For example, if you’re buying a monthly Netflix subscription, you’re expecting the same service from your internet provider and everyone else. This high standard set by leading companies makes it harder for businesses to justify poor customer experience.
For those who have gone down the persona development path (something we specialise in here at Sqr One) may quickly learn that personalisation is no longer the coolest way to make your customer happy. Instead, individualisation is key: Your customers want things to be individualised. They are individual people, and want to be treated that way—so really getting to know a customer through data, purchase behaviour and feedback is THE way to provide an experience that will drive retention and profits in your business, and will make you stand out from the competition.
Fail fast, fail often, and reiterate, reiterate
Malcolm Thatcher from Queensland Health talked about the era of digital enlightenment and how, one day, 3D-printing organs and living materials will transform humans and, of course, society.
He spoke about the importance of mobile technology for users, doctors, and practices, and how businesses in the health sector that aren’t disrupting already are just delaying an inevitable path.
Virtual reality and augmentation will also eventually play a key role in health, but it’s too early to articulate exactly what that’s going to look like.
Written by Ale Wiecek, Founder at Sqr One