Database Reference
In-Depth Information
9.1.1.2 Own the Customer's Total Experience
The following are some of the steps involved with this strategy pattern:
◾
Deliver a consistent, high-value, and enriching experience
: The company's branding should
include not only the product or the service but also the actual
experience
of using them.
◾
Value customer's time and convenience
: This involves focusing on the customer's convenience for
locating, selecting, evaluating, and ordering for the company's offerings, rather than the con-
venience of the company or its partners for manufacturing, distributing, and delivering them.
◾
Partner for delivering consistent quality and service
: The customer, especially repeat custom-
ers, should be assured of and be able to avail of the same seamless experience whenever or
wherever they chose to opt for the company's offerings.
◾
Personalize and celebrate the customer's individuality
: This involves leveraging on the informa-
tion from the customer directly or from the customer's profile to tailor the customers experi-
ence to suit their preferences and expectations. This may be related with the look and feel,
navigation, types of products, range of prices, special options, and so on.
◾
Give customers control over their experience
: This involves enabling customers the flexibility to
customize even the personalization factors dynamically:
9.1.1. 2 .1 Deliver Personalized Ser vice
Some of the steps involved with this strategy pattern are to
◾
Enable customers to specify and modify their profiles
◾
Customize information presentation and offers based on customer's profiles
◾
Provide appropriate service and information based on customer's needs
◾
Give access to their transaction histories
9.1.1.2.2 Deliver a Seamless Customer Experience
across Channels and Touch Points
Some of the steps involved with this strategy pattern are to
◾
Create a multi-touch point strategy
◾
Deal with channel conflict
◾
Integrate channel partners
◾
Share customer information
9.1.1.2.3 Provide a 360-Degree View of the Customer Relationship
Some of the steps involved with this strategy pattern are the following:
◾
Provide one-stop shopping for the customer to enable them to access information, perform
transactions, and request service across all the product lines from your organizations.
◾
Improve the company's
memory
about the customer's interactions with the company by con-
solidating all the information about each customer's account and relationship in one single,
easily accessible place. The company must support and encourage sharing of information.