We know that! and without wishing to state the obvious... Thecustomer experience builds loyalty and reinforces the shopping basket: 84% of French people say they are prepared to spend more or to be loyal if the customer experience is positive. On the other hand, 64% of the French are prepared to leave a brand if the experience is the opposite. And in the B2B environment, this proportion rises to 78%. The challenge, then, is to understand what makes up the Moments of Truth in the customer experience.
The answer is bound to be ad hoc, for at least 2 reasons:
- First of all, it depends on the Momentum, because the notion of experience is built on a ratchet effect. If you have a notable customer experience when you buy your latest sofa, for example, then that experience will become the benchmark for all the others, at least in its category of durable goods. The benchmarks for quality of customer experience are built up from experience to experience; it is therefore a constantly shifting territory, in which representations and expectations are constantly evolving. Evaluating the quality of the customer experience must therefore be done on its own merits, but also on a comparative basis, both spontaneously and assisted.
- Secondly, our studies show that the notion of customer experience mobilises two parts of the brain and two timeframes: one is linked to expectations of immediate satisfaction, in a "rush" mode (finding your way around, finding your product, your size, paying - all functional acts that need to be fluid, simple, fast, even connected, and which most often constitute the basic contract); and the other is linked to expectations of a relationship, in a calmer, deeper mode (being advised, having time to try things on, receiving signs of friendliness, welcome, care). How these two aspects are articulated must inevitably be adapted to the profession.
For this reason, measuring the quality of customer experience is a bespoke approach; however, at Adwise, our design However, a number of principles must be followed to ensure that the information gathered is useful, particularly with regard to the two points mentioned above:
- Firstly, we deal with the problem of Momentum in two ways: we systematically carry out a scoping study using strategic planning and feedback from competitors to understand the 'state of the art' at a given moment on 7 key points including efficiency, responsiveness and personalisation, among others. In addition, the evaluation is made by comparing competing brands and most often with customers of competing brands. Finally, we treat the customer experience under the sign of omnichannelity, which remains THE truth of the brand for the customer.
- Secondly, we tackle the problem of the two facets of the customer experience, giving priority to behavioural data collection methods (non-participant observation, participant observation, video vox pop) to gather emotional data; but also to semiology, which deciphers in depth the type of message and relationship desired by the brand. Because your brand sends out messages about the customer experience, which is sometimes the "blind spot" in the relationship. In this way, customer questioning is complemented by several complementary angles of view and analysis, for the benefit of a holistic understanding of the relationship between brand and customer.
At the Printemps des Études conference on 11 April, we presented the results of 3 case studies assessing the quality of customer experience for brands with different profiles: a BtoB brand (UGAP), an omnichannel brand (Onatera) and a boutique brand (Bourjois). There are 6 key moments in the customer experience:
- Successful discovery: you need to enchant from the very first contact: homepage, window display, shop entrance are key to creating an interesting customer experience.
- Create a harmonious experience channel; a successful customer experience will avoid oscillating between good times and not-so-good times; an experience channel should be set up between good times and very good times.
- Ensuring consistency and a "seamless" experience; this is of course about omnichannel, but not just that: it's about consistency between the point of sale, the brand and its products.
- Keeping your promises: customers are hyper-demanding and a promise not kept destroys a lot of value.
- Surprise customers; special offers, events, corners: create appeal at several points in the customer journey to increase the level of loyalty and make the customer experience a real one. Customers expect to be constantly simulated and re-stimulated. Innovation is important in our areas of expertise: new spaces, new architecture, new technologies, such as the creation of Instagrammable walls.
- The human touch makes all the difference: small gestures, smiles, a warm welcome, assistance at the checkout, but also questions from customers, all add to the experience and make customers want to come back again.
A successful customer experience is one that is remembered and that builds the famous ratchets: a way of imposing it on others!
We would be delighted to discuss any questions you may have about your company's customer experience.
Florence HUSSENOT
President of ADWISE, data analysis
