One of the best ways of explaining how CX works is by giving real life examples of Customer Experience Excellence. We have found genuine customer stories and shared insights into how these bring to life the Six Pillars in our CX framework.
The Six Pillars are based on creating emotional connections with customers and include Personalisation, Integrity, Empathy, Time & Effort, Expectations and Resolution.
CX for the hearing-impaired
For the hearing-impaired, going to the cinema has become a risk. With information about subtitled screenings often inaccurate on cinema chains’ own websites. Deaf people rely on a website called Your Local Cinema to learn when subtitled screenings are available locally. But deaf customers are still advised to check whether the subtitled screening is going ahead before they actually turn up.
An American start-up, Actiview has come up with an app that could put an end to the mistrust among the sensually impaired. Actiview uses technology to amplify sound and provide screen descriptions, all through a wireless device which can be plugged in at home, work, or theatres that connects to a user’s smartphone.
With a limited number of cinemas offering audio descriptions and other accessibility options, this app could be the breakthrough the film industry has been waiting for. Unfortunately this isn’t available in Ireland at the moment, but we are sure that it will make its way over here soon.
Insight: Being able to put yourself in your customers’ shoes and seeing the world from their perspective is essential for proposition development and innovation. Cinema chains around the world need to take Actiview on to provide this kind of service to their impaired customers. It will show that they understand their impaired customer’s predicament and are willing to do what it takes to give them the best possible experience.
Smart Packaging to end confusion with expired products and save billions of euro in waste
We are starting to see the potential of smart packaging. With packaging that can interact with its product, telling consumers if its contents are safe to consume.
Consumers in the US alone throw over one billion lbs worth of food away each year, due to confusing labels. We have no doubt that this number is also far too high in Ireland. Enter Braskem, a Brazilian company who has collaborated with Universities in both Brazil and the US to develop a new packaging that changes colour as food spoils.
Braskem are not the only company attempting to develop intelligent packaging. A team at the University of Rhode Island came up with heat-sensing UPC codes that could change colour when the food warmed up and researchers in China developed small smart tags that could be attached to packaging to help customers judge the condition of food.
The cost of the sensors still isn’t commercially viable in the masses, but this is definitely a step in the right direction.
Insight: Customers are time poor and increasingly looking for instant gratification. Removing unnecessary obstacles, to enable the customer to achieve their objectives quickly and easily have been shown to increase loyalty. The time & effort smart packaging will save the customer a significant amount in terms of cost from wasted food products.
How marketing comms can impact on CX Excellence
A huge amount people take up running and think the only measurement they need to know is shoe size. They have no idea what words like pronator, supinator and neutral even mean in the world of running and it’s only usually after suffering chronic knee, ankle or back injuries that they start to get clued up on the subject.
Ad agency Neogama came up with a truly innovative idea for its client Asics. It’s a double page spread print ad that unfolds like a mat and is covered in thermochromic ink. The user steps onto it, and the ink reacts to the feet’s heat, illustrating the foot shape. All the user needs to do is compare the result to the examples down the side to see which category (pronator supinator or neutral) they fall in, and can then make a much more informed choice either in a sports store or online. And while it may be Asics who ran the ad – all running shoes are made to the three main gaits so the results from this spread would help a runner regardless of what brand trainers they want.
Insight: Resolution is an important aspect of the Six Pillars. Indeed, every brand should prepare for such an eventuality in their customer experience strategy as, even with the most refined processes, there is a high likelihood of something going wrong. But what if you could prevent something before it happens? Your customers will only tell you what they think they need, but how you meet their unexpressed needs makes all the difference.
Asda staff are tugging at our heartstrings with this kind gesture to a customer
Debbie, told her son, Leon that she couldn’t afford a £15 stuffed panda at their local Asda store. She said they’d have to come back after her next payday to buy the item. But savvy Leon decided to tuck away the panda and put it in an empty cardboard box on which he wrote an adorable note for other children.
His note stated: “My mum doesnt have anuff money, so she’s byeng me Pandy next week”. So please don’t bye him it will make me cry – thank you so much from his hopeful future owner. Pandas name is Pandy.”
When staff at the Asda store spotted the note they pooled together to buy the toy for young Leon.
Asda worker David Bateman and his colleagues put out a Facebook appeal to track down Leon and it was shared hundreds of times.
Debbie eventually spotted the post and contacted the store and the staff then presented Leon with the toy.
Store worker Kelly McEvatt, who handed the panda to Leon last week, said: “The moment I handed the panda over was brilliant. To see Leon’s face was just wonderful. It’s the best moment I’ve had working here.”
Insight: Empowering staff with the ability to create re-markable CX stories that will get other customers interested in your brand is something all supermarket chains should be looking to do. Your staff are the face of your business, and if they are doing these kinds of things, the advocacy created by it will be extremely beneficial to your brand.
The Autism friendly shopping initiative
Something amazing has happened in the past few months In Ireland and around the world for Autism awareness. Many well-known supermarkets including Supervalu, Lidl, and Tesco are jumping on an initiative to introduce Autism friendly shopping hours to their stores. The normal environment in supermarkets is not ideal for anyone with Autism, with bright lights, loud music and loud announcements over the intercom. This initiative will introduce Autism friendly hours with dimmed lights, no music and no intercom announcements. There will also be more staff on site to assist anyone in need.
We hope to see this rolled out in all supermarkets in Ireland at least once a week during off peak hours.
Insight: Doing a weekly shop with an Autistic child can be a very difficult experience for both the parent and child. This initiative shows that the supermarket sector understands just how difficult this can be. Changing the way a store is run once a week for several hours is not an easy process, but the fact that Irish supermarkets are willing to try shows real Empathy towards their customers.
We are always looking for examples of CX Excellence. If you have any yourself please send it on to us and we will feature it in our blog.