Customer Experience Expert Round-Up: 6 Brands That Are Getting it Right
6 Experts Weigh In and Prove There Are Still CX Heroes Out There
Jun 13, 2019 | 0 comment
Customer experience horror stories are rampant. Everybody has one.
On any given day, you can turn on the news or scroll through social media only to find countless narratives that detail nightmare vacations, excessive wait times or ill-mannered employees.
The list of reported grievances is endless.
The good news is that there are still companies out there that get it right.
In fact, some brands are getting it more than right. They’re delivering a customer experience that knocks their customers’ socks off.
This week, we’re spotlighting 6 CX heroes that have garnered praise from the industry’s top customer experience experts.
1. The One-Man Brand: The Taxicab Driver That Delivers a One-of-a-Kind Experience
As of 2012, the total number of existing U.S. taxicab drivers was 233,900 (Wikipedia).
That’s a lot of competition. With the birth of rideshare companies like Lyft and Uber, 2019’s numbers are sure to be much higher.
But, there’s one taxi driver out there that has made a name for himself. And, that’s because he delivers a superior experience.
I first heard about this CX rockstar when I asked Customer Service Expert, Shep Hyken, the following question:
“As an expert, what was the best customer experience you have ever had personally?”
Shep’s answer was this:
Customer Service Expert & Bestselling Author,
“My go-to example is the story of my favorite taxi driver. He picked me up downtown in Dallas and took me to the airport. His cab was spotless, he offered sodas, a newspaper and candy. He stopped off to show me a famous fountain (at no extra charge) and four days later… I received a thank you note! If a cab driver can create this type of amazing experience, why can’t others? He set the bar, not only for all other drivers of a taxi, Uber, Lyft, etc. He set the bar high for everyone in any business!”
Certainly, the taxi driver’s personal touch is part of what made Shep’s experience so memorable.
In fact, personalization can play such a crucial role in the customer experience that it can determine if a customer returns for a second or third time.
According to a survey by Segment, 44% of consumers say they will likely give a company repeat business after receiving a personalized experience.A survey conducted by @segment found that 44% of consumers say they will likely give a company repeat business after receiving a personalized experience. #customerservice #customerexperience Click To Tweet
Thus, I’d venture to bet that Shep would take a ride with that cabbie again
You can hear Shep’s firsthand account of the Taxicab story by checking out his YouTube Channel, Shep TV, or by watching the video below.
2. Target is Re-focusing, and They Have Their Eye on the Customer
In Blake Morgan’s recent article, “Customer Experience Roundup, June 4, 2019,” she discusses Target’s crusade to put the customer first by way of a large-scale digital transformation.
The brand is currently in the process of revamping more than 1,000 locations. Their mission is to streamline the online and in-store shopping experience.
Changes will include updated order pickup counters, new vending formats, and curbside pickup.
Here, Blake explains the importance of Target’s transformation:
Customer Experience Expert, Keynote Speaker & Best-Selling Author,
“Target’s growing services blur the line between e-commerce and traditional brick and mortar and could be a huge win. Customers appreciate having options of how they shop, and Target’s remodeled stores give them plenty of variety.”
In addition, she mentions how each new store will be designed to reflect the characteristics of its surrounding community.
This is a smart move for Target, and a huge step towards reaching their customers on a more personal level.
As I’ve already mentioned, the importance of personalization in CX is undeniable.
According to a Researchscape International study, the top 5 benefits of personalization include increased visitor engagement (55%), improved customer experience (55%), improved brand perception (39%), increased conversion rates (51%) and increased lead generation and customer acquisition (46%).According to @Researchscape, the benefits of personalization include improved customer experience (55%) and improved brand perception (39%). #customerexperience #CXjourney Click To Tweet
So, it’s easy to see why Blake is giving Target’s revamp the thumb’s up.
Check out Blake’s tweet for more of her insights on Target, as well as her feedback on 2 other well-known brands:
The good and bad of #digital experience was on display this week with stories from three well-known #brands on the #CustomerExperience Roundup. Read more here: https://t.co/eyx76z984l pic.twitter.com/1o21XxtL8p
— Blake Morgan (@BlakeMichelleM) June 9, 2019
3. You Can Tweet with Nike Day or Night in Multiple Languages
Nike is setting the customer experience bar high with its @teamnike Twitter account.
In Jeanne Bliss’s blog post, “Why We Must Give Customers Choices Based On Their Lives: 4 Case Studies,” she praises the brand for their dedication to providing multilingual support around the clock.
Here’s Jeanne on Nike:
President of CustomerBliss & Co-Founder of CXPA,
“Nike support is a Twitter powerhouse because you never know when or why people need help. Their Twitter account for service is dedicated to just that; all service, all the time, 24/7, 365 days a year. And because one language does not fit all, they tweet and speak in seven languages; English, Spanish, French, Dutch, Italian, German and Japanese.”
Not only is Nike’s 24/7/365 availability a huge asset, the fact they provide multilingual support goes a long way towards making their brand’s customer experience one of the best.
In fact, a study by (ICMI) found that 71.5% of customer service managers reported an increase in customer satisfaction scores when they were able to speak with a customer in he or she’s native language. 58.4% said it increased customers’ loyalty to the brand.A study by @CallCenterICMI found that 71.5% of customer service managers reported an increase in customer satisfaction scores when they were able to speak with a customer in he or she’s native language. #customerexperience Click To Tweet
Below, Jeanne discusses Nike and 3 other companies that are killing it in the customer experience game in her YouTube video.
4. Even Governments Can Provide an Outstanding Customer Experience
In Bruce Temkin’s Blog post, “Service NSW Tops My Worldwide XM Tour,” he details his recent trip to Australia and explains how the New South Wales Minister for Customer Service, Victor Dominello, is changing the way the government interacts with its citizens.
Bruce describes how the department is utilizing experience management (XM) tools to build a better rapport with the people of NSW.
Temkin Group Managing Partner & Customer Experience Expert,
“During our visit, [Victor Dominello] pulled out his mobile dashboard that keeps track of feedback from citizens across many government services. He not only cares about the how citizens are treated, he tracks it and holds the different agencies accountable for it…It’s more than just improving service, the group is using XM tools to achieve objectives like better serving underprivileged groups.”
For starters, how amazing is it that the NSW government has its own customer service department?!
Secondly, by gathering and utilizing people’s feedback, Dominello is laying the groundwork for a successful future.
70% of brands that deliver a best in class customer experience use customer feedback to provide a better customer experience (Huffington Post).70% of brands that deliver a best in class customer experience use customer feedback to provide a better customer experience (@Huffpost). #customerexperience #CX #CXjourney Click To Tweet
And, a better CX will equate to NSW cultivating a stronger relationship with its people.
Check out the tweet below to learn more about NSW’s CX story:
My recent trip to #Australia with events in #Sydney and #Melbourne was great. Highlights include wonderful visits with @Qantas, @ServiceNSW, and #CustomerService Minister @VictorDominello. https://t.co/5141zDQUg0
— Bruce Temkin (@btemkin) June 10, 2019
5. Customer Experience Matters for all Brands – Big or Small
Chip Bell’s LinkedIn article, “Here’s How to Cast a ‘Spell’ that takes your Customers’ Breath Away,” illustrates how even small businesses can have a mighty impact on the customer experience.
Below, Chip talks about how one Georgia tire shop turns customers into advocates by simply paying attention to detail.
Author, Keynote Speaker, & Customer Loyalty Consultant,
“Like patrons at a fair, customers love it when you surprise them with what you know about them. Kauffman Tire in Woodstock, Ga., enjoys taking their customers’ breath away with their own special form of Clairvoyance. When a friend, Steve Holloran walked in the store to purchase a tire, he was greeted with, ‘Welcome back, Mr. Steve.’..Advocate Steve has repeated his special story over and over.”
So, how did they know Steve Holloran was in fact “Mr. Steve?”
The staff took down his license plate number as he drove into the parking lot. Then, plugged the numbers into their computer system to generate his personal information.
Now, that’s going the extra mile to deliver a personalized experience.
Truthfully, the simple act of addressing your customers by name can make all the difference.
According to a report by Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name.According to an @Accenture report, 75% of consumers are more likely to buy from a retailer that recognizes them by name. #customerexperience #personalization Click To Tweet
You can read Chip’s article in its entirety via the tweet below.
— Chip R. Bell (@ChipRBell) June 20, 2018
6. Wistia Gives More By Getting Personal With Video
As illustrated in his blog post, “3 Building Blocks of a Superior Customer Experience Strategy,” customer experience and digital marketing expert, Sam Hurley, often emphasizes the importance of personalization.
Here’s his story about how video-hosting solutions provider, Wistia, made him into a loyal customer via a personalized video experience.
People-Focused Digital Marketer & Influencer,
“My answer is going to be more focused on the most memorable — Which was from Wistia customer support. I messaged them a query, and one of the team responded promptly with a very human video, made just for me (addressing my question)!!! Even though Wistia is a video product, I didn’t expect this, and I won’t ever forget it. How special is that? :)) The connection I felt with the guy from support was instant, and my trust went through the roof. This is truly how it’s done! 😀😀😀😀😀”
It’s no secret that video has been increasing in popularity for years and only continues to do so.
For example, a recent Wyzowl report shows that if both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.Video is what people want! Where both video and text are available, 72% of people would rather use video to learn about a product or service. (@wyzowl) #customerexperience #CXjourney Click To Tweet
Therefore, combining video and personalization is a surefire way to deliver a customer experience that will have people singing your brand’s praises.
With video, Wistia has certainly made an advocate and a lifetime customer out of Sam, as illustrated with his tweet below.
— Sam Hurley 😎💻😎 💗 Kindness Enthusiast 💗 (@Sam___Hurley) October 7, 2016