Blog

Feb. 08, 2017

When It Comes to Cx, Your Competition Is Everyone

BY Allison MacLeod

According to Adobe, customer experience (Cx) is a top priority for CMOs in 2017. This isn’t a new topic; what is new is that the standard consumers will accept continues to grow. You only have to look at Uber’s wait times to see how quickly those standards change once an expectation is set. The convenient experiences your customers interact with every day, from Uber to Amazon to Starbucks, affect how they perceive experiences from all companies, including yours. When it comes to Cx, the lines between verticals disappear. The good news is you don't have to be Jeff Bezos to keep up.

Although technology is changing rapidly, human desires remain the same: make my life easier, save me money, save me time. A deep understanding of your customers’ needs and your company’s processes should unveil the right path forward. Are you easy to deal with? Are you adding value? Are you consistent? How might you take advantage of the technologies your customers already use? A recent example of Cx done well is the new Quartz news app. It delivers international news in real time via chat, offers choice on story depth, and is a downright pleasure to read. Although it wasn’t strictly necessary (getting the daily news isn’t exactly hard), Quartz went a step further to make an already easy process even more direct and engaging. Right business, right consumer, right technology - Cx success.

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