Customer experience is fundamentally important for brands. It fosters loyalty, thus increasing revenue. Essentially, more bang for your buck. A critical challenge for brands today is to translate in-store CX to online experiences.
I walk into Nordstrom to purchase a new pair of running shoes. The clean carpet, comfy chairs, lovely piano music playing in the background, and the sharply dressed, smiling sales associates don’t go unnoticed. Right away a kind gentleman asks me if he can be of assistance. He educates me about different running shoes and brings me a couple of options in my size. After I decide on my shoe of choice, he offers to bring it to the counter for me and rings me up. Then he walks around the counter to simply hand me my shopping bag and says, “Have a nice day, Mackenzie” as he took the effort to read to the name on my card. Little things yield a top grade experience. And I will be back.
Translating this real experience into a digital experience is crucial to brands today. How can a comfy chair and smile be effectively translated to an app and a finger tap? How can you make digital emotional?
Effectiveness : Apple.
Besides the fact that we share a love for my name, Mac, Apple is a successful brand. The genius bar element of in-store experience elicits superior customer experience because of the fact that it is effective. They ask the right questions, have knowledgeable personnel on site, and confirm the fix before you leave the store.
I went into the apple store because my laptop slowed down quite a bit. I was greeted at the front and squeezed into the next available appointment (as all appointments are scheduled in an organized fashion). I browsed the cool products as I waited and was promptly greeted by a genius who asked my name and the problem. He asked a couple of questions, had me type in my password, explained the problem and how he would fix it. He fixed the problem in a calm and patient manner and made sure it was to my satisfaction before I left. And there you have it, problem solved. So, how do you offer this kind of solution digitally?
Ease : Uber.
Step one: Unlock phone (should naturally already be in hand). Step two: Tap the grey Uber app. Step three: Map opens. Tap to get a car in less than 5 minutes, sweet. Step four: Your car arrives and takes you to your next adventure.
Now, that’s what I call ease. The simplicity of this app often triggers seamless in person experiences as well.