GrowthANSWERS » Innovate the Customer Experience (Part 5 of 5)

February 14, 2009

Innovate the Customer Experience (Part 5 of 5)

Filed under: customer experience, marketing strategy, General —

The typical company focuses their innovation efforts on product development, R&D and delivery of their specific product or service. All those elements are obviously extremely important and vital to the success of the organization. In fact, those elements are also very important to the customer experience. This fourth tactic is about applying that same focus on all customer touchpoints.

When companies apply that same intense focus on innovation to their sales process, customer service and billing interactions, they can find excellent opportunities to create a better experience for customers.

A good example of this is some companies’ recent use of Twitter to provide customer support. Often, when people need support, they’re looking for it now. Rather than have users call in to a call center, you can “tweet” your issue to a Twitter address and someone can get back to you right away. The downside is you then need to make sure someone is there to receive the message and act on it.

One thing to remember as you look at customer touchpoints through the eyes of innovation – don’t forget the other 3 tactics, especially the first one. Figuring out what your customers desire at each touchpoint and then developing innovative ways to provide that puts you on the path of customer experience excellence.

Please post comments on innovative ways your company has provided a superior customer experience, we’d love to hear them!