What does a 50-cent hot dog got to do with customer experience? Turns out…it has quite a lot to do with the customer journey for one Swedish big box retailer. This month’s Speakers’ Corner webisode features our very own Gabriel Cohen, CMO, who dives into best-in-class customer experience practices and shares actionable insights so that marketing and communication leaders can synthesize these ideas into their business strategy purposefully and efficiently.
IKEA’s brilliant understanding of its customer journey enables the brand to pinpoint the precise moments where its customers are experiencing the highest amount of pain, such as checkout. It then proactively embeds a series of touchpoints that attempt to remedy this issue as quickly as possible. Like a dentist who treats a child with a lollipop, the Swedish retailer rewards the weary shopper with a 50-cent hot dog or a cone of soft serve ice cream at the end of their journey.
There are different ways in which organizations can manage the pain-pleasure gap. Mouse-eared revelers waiting in line to enter Disney World are welcomed by Main Street, U.S.A.—the first and iconic “themed land” inside of Walt Disney’s Magical Kingdom. Seeing the joyous face of a 3-year-old captivated by the “magic” of Disney is a sure way to rid any parent of any long wait.
Click here to sign up for a complimentary Speakers’ Corner trial to watch Gabriel’s webisode today
Both Disney and IKEA deliver an excellent customer experience by interpreting brand and experience synonymously. By aligning teams under a unifying brand principle, these brands have been able to get outside of their departmental marketing silos to create a consistent and excellent customer experience. Using brands as a North Star, these organizations are able to create cross-functional teams that are aligned to a promise that can be consistently delivered across a kaleidoscope of touch points. For Disney, this means bringing together a cast of actors, production specialists, tour guides, designers, food service pros, marketing gurus, and IT teams together to create a “magical” experience.
Crushing customer experience is not limited to consumer-facing brands. A survey by Temkin Group of over 200 companies revealed that 63% of companies said they planned on using customer journey maps in 2015.
Rackspace, a cloud computing service based in San Antonio looks to turn a support call into a positive customer experience. It’s breathing vigor and passion into a customer journey that has historically been extremely painful.
Its approach coined in the experience principle of “fanatical support” is driven internally to engage employees who are key in delivering a refreshing and energizing experience in a category where customers spend the majority of their time listening to hold music.
As the lines between B2C and B2B blur, replaced by a single H2H (“Human to Human”) way to look at interactions, customers of all types (and associates) expect a more Uber-fied experience. The result is that regardless of what your company does today, understanding customer journeys and executing on a holistic and consistent experience is no longer a “nice to have.”
Fortunately for marketers, the ROI is there to back up the theory. McKinsey, a consultancy has shown that companies that use a customer journey approach outperform those still focused on siloed touchpoints across the board including customer satisfaction, recommendation, loyalty, and churn.
Now that’s a good reason to celebrate with a hot dog.
Gabriel is Chief Marketing Officer at Monigle, one of the largest independent brand and experience agencies in the country.
Speakers’ Corner is a Video-On-Demand (VOD) series designed for today’s marketing and communications professionals. The subscription-based series offers insights by esteemed industry veterans who share perspectives and tricks of the trade to help you stay at the forefront of the industry.