Over the last few months, I’ve been talking about four things that companies that lead their fields on experience have in common.
The first is that these companies understand their brand, service and experience strategy and how it enables the achievement of their overall business objectives.
The second is that their experience initiatives are focused on delivering business value and a Return on Investment (ROI).
The third is that they are brilliant at the basics. Not what they think the basics are. But what their customers consider are the basics like being easy, quick and efficient to deal with.
And, finally, the fourth is that they understand their customers really well. To do that, they don’t just rely on feedback from customer surveys. They use analytics, engage and draw on insights from their employees, and spend time with their customers.
Now, these four things are easy to talk about but are harder to do well.
But, of the four, spending time with customers and building a better understanding of them has proven challenging the last 12 months given the pandemic related restrictions and changes that have taken place.
That has forced many organizations to get creative to maintain and build their understanding of their customers.
Many have upped their investment in feedback mechanisms and customer research to bridge that gap. In fact, according to Amy Kelly, Director of EMEA Marketing for UserTesting, their research shows that “45% of organizations increased their investment in customer feedback and research as a result of the pandemic, and said that the pandemic will permanently reduce the amount of in-person research they do moving forward”.
So, here’s four examples of what some firms have done in the face of these restrictions to build their understanding of their customers so they can better serve them:
The above examples show what can be done, even in times like these, to help build our understanding of customers.
However, with the amount of in-person research set to reduce due to the pandemic, we are likely to see more and more innovative examples of how brands are leveraging technology to connect with and build their understanding of their customers.