Creating Mutual Value through Customer Experience Innovation
Customer experience innovation is all about creating mutual value for your customers and your business by delivering remarkable customer experiences. It is about leveraging a customer-centric approach that empowers your business to reach its goals, including:
- Increase customer loyalty
- Spark business and bottom-line growth
- Create a competitive advantage
- Improve the overall business performance
So, what does mutual value look like in practice? Does it mean offering customers the world for free? Not quite. Rather, mutual value creation requires a clear understanding of your customers’ needs, desires, and frustrations—then offering them solutions that address their immediate challenges and make their lives easier. In other words, mutual value creation isn’t just about what you do to create more value for your customers; it’s also about identifying their perceived importance of those benefits.
What is customer experience innovation?
What does innovation mean in customer experience? Simply put, it means ensuring that every interaction with your customers is seamless and remarkable, based on actually listening and meeting the requirements of customers as they expect across channels. This can be achieved by utilizing virtual reality, analyzing customer data to understand their journey, and focusing on the customer throughout the entire process. Instead of resisting change, innovative customer service experience embraces it and always drives measurable differentiation, such as value and loyalty, for a start. By showing customers that you are listening to their needs and responding in real time, you can create a competitive advantage and improve overall business performance.
Want to take your customer experience to the next level?
How to build a great customer experience through innovation
Innovating the customer experience can improve the customer service experience by leveraging new and unique ways for customers to interact with you. This can increase customer delight, and customers who are delighted and have a positive customer service experience are more likely to stay with your brand for longer.
Below are a few pointers that highlight the more specific ways to innovate the customer experience and build mutual value for your business.
1. Design a customized experience
While delivering customer service support via phone calls is still prevalent, more and more customers are relying on app-based assistance, live chats, emails, social media, and other similar channels to fix their concerns on the fly. So, it becomes essential for your business to meet your customers at their place, their time.
A customized experience across all channels helps your customers communicate better with you and have a more enhanced customer experience.
2. Invest in the right tools and technologies
For building a great customer experience strategy, you need to lay out a plan to incorporate the required tools and tech stack into your business plan. Determine which system is required to improve your consumers’ experience. The key to a fantastic overall experience is automation and digital platforms.
There are a myriad of options available in the market. You must be careful to select the latest technologies and modern platforms that can help you keep track of your customer interactions, respond on time, and act proactively to better handle your customer concerns.
3. Build a reliable brand
Customers are more inclined to trust you as a brand if they receive the same experience and attention to their needs regardless of how they connect with you. This establishes your company as dependable, allowing you to keep your consumers for a longer amount of time.
Unified messaging across all channels, whether it’s your support services or your overall brand communication, will help you develop a stronger brand identity and increase your brand recall value significantly.
4. Provide self-service solutions
Self-servicing tools, AI-based chatbots, digital platforms, and knowledge base not only make it easier for customers to find solutions to commonly faced problems but also saves a considerable amount of time for both you and your customers. With more people relying on self-service portals, fewer customers will reach out to your support teams with irrelevant concerns. This frees up time for your team, allowing them to concentrate on more difficult problems.
Self-service can also be an excellent approach to communicating with your customers directly. Multiple products and services can now be managed through a single self-service site with these solutions.
Example of customer experience innovation
Innovating the customer experience adds more value to the customer’s relationship with your business. While there are many ways to do this, these efforts should generally enrich a stronger connection with your customer base by offering products, rewards, and services that your competitors can’t.
Let’s discuss an example that shows how innovation in customer experience creates value.
Airbnb is an excellent example of hospitality experience innovation. It didn’t strive to disrupt the existing hotel sector or introduce new methods. Instead, it provided a new way for consumers to locate places to stay when they travel. It enhanced an existing consumer experience while also providing new prospects.
In a Nutshell
Personalized engagements and fast access to services are exactly what customer is looking for when comparing your brand with your competitors. Automation enables more enhanced and personalized services. Plus, it is much easier to assist customers when you can easily retrieve their information instead of wasting hours chasing down papers. Meeting the promised standard of operational excellence drives loyalty and satisfaction, which in turn builds brand advocacy, trust, and competitive advantage.
Customer experience innovation seems to be generating a lot of buzz in the business world, so we wanted to take a stab at demystifying it. As it turns out, innovation isn’t just a flash of genius. It’s a long-term process complete with well-defined phases. So what are these phases? Essentially, customer experience innovation involves an iterative series of activities that create mutual value between your business and your customers. By engaging in these activities, you can uplevel your customer experiences, making them more appealing and valuable for your target market.