The tech sector has led the way in customer experience, it's time for everyone else to catch up
The rise of customer-obsession
Customer obsession is nothing new. Steve Jobs famously preached the importance of customer experience at the Apple Developer Conference way back in 1997, saying: “You have to start with the customer experience and work backward to the technology. You can’t start with the technology and figure out where you are going to try to sell it.” Brands like Apple, HP, and Dell have repeatedly disrupted markets with a relentless focus on the needs of the customer.
While Silicon Valley pioneers may have led the way, the stakes have been turned up a notch across all industries in the last few years; Markets have become increasingly saturated, disruptive companies like Amazon, Asos, Slack, and Netflix have ruthlessly challenged the status quo, and emerging technologies such as mobile, AI, machine learning and data analytics have transformed consumer expectations and engagement. Companies are in a race to digitize their operations from top to bottom, ramping up the pressure to deliver a seamless CX.
It is no longer enough to provide a good solution and a smile; consumers today expect constantly connected, hyper-personalized, interactive experiences, delivered directly to their consciousness, wherever in the world they happen to be. Give them what they want, and they’ll keep coming back, spend more money and introduce you to their network. Disappoint and they won’t delay in seeking out another option – making sure to tell their friends in the process.
Source: Econsultancy/Adobe, 2019
Alex Craddock, former global head of marketing for personal systems at HP, describes this shift as a transition into a new age, following the Industrial and Information Ages that came before. “Now we have transitioned to the Experience Age where the experience is key, in everything across both our physical and digital lives,” he says. “We believe the Experience Age is defined by greater complexity, omnichannel being the only channel, technology becoming more human and, in turn, brands being more important than ever and our experiences becoming more personal.”
So, how do you build a robust argument for true customer obsession in your business, and how can you make a success of it? ◆