Customer Experience is the New Battleground
I’m not usually a fan of these big keynotes from a simple perspective : they tend to be too broad brush. So the Wednesday morning session here at Modern CX “Customer experience is the new battleground” has distinguished itself by dint of the panel format with representatives of LaZBoy, Denon/Marantz and Pella.
Fascinating to hear how these diverse companies have tackled the CX challenge :
- VR on the horizon for LaZBoy to better imagine what your room will look like.
- IOT helping D & M understand where the devices are being used and helping envisage the future
- Co-browsing to enable engaged experiences during the purchase journey
- Learning to adjust to millennial customers through video chat
- Coping with the many devices and maintaining a fluid vision of the customer across all their gadgets and channels
Amazing to hear the level of knowledge these organisations have in respect of their customer – right down to where devices are installed or used, how long the purchase journey lasts.
Refreshing to hear the panelists talking about what they would have done differently: more customer self-help, more quickly – managing expectations and realising this is not a light switch you just turn up and switch on (a recurring theme : it’s more about the people, culture and the learning curve that your CX journey represents) – starting the education and evangelisation much earlier and more loudly- change management.
Funny how the same ideas come back each year, each decade folks, maybe we will eventually learn it is not about the technology.