Indispensable Customer Experience
How many loyalty cards do you have in your pocket? How many loyalty schemes are you a member of? … That’s not very loyal is it? Most loyalty programmes are just bribery in return for customer data.
But if each customer’s experience of a brand, through several cycles of awareness to consumption, was that it was utterly indispensable and an absolute joy to use then they would probably keep coming back. And spend more. And tell their close and trusting friends.
Experience, usefulness and ease are much more valuable to customers than vouchers or loyalty points. Although they mean different things to each customer, so they need to be pre-specified and then configured at the same time as the service is consumed by each customer. Which involves knowing a lot about the customer and producing your service in a very agile manner.
Most importantly, experience, usefulness and ease must be supported across all customer touch points. So they must be a foundation of your omni-channel retail strategy.
Solution: design your omni-channel retail strategy in terms of the customer journey – not just in terms of your sales funnel but by using all that you know about that customer. Use their diverse and changing personal circumstances not some static, aggregated, averaged and frozen history. What they need now and how they need it. Not what some people a bit like them needed at some time in the past.
You also need to segment as low as you can go – it all comes down to segments-of-one in the end because even an off-the-shelf product is consumed according to personal convenience. Every time you segment lower you get a more specific understanding of some customers’ needs and they will value it more.