The Customer Driven Experience

The Customer Driven Experience


By: Jason Redekopp – Marketing Consultant

In today’s highly competitive market superior customer experiences drive business growth and provide a competitive advantage.

Forrester Consulting was contracted by Adobe to evaluate the business impact of investing in customer experience across the customer life cycle. The study found that customer experience driven businesses (EDB’s) revenue grew 1.4x faster and increased customer lifetime value 1.6x more than other companies over a one-year period.

The study found that companies obsessed with customer experience (CX) almost always significantly outperform competitors on a variety of metrics across a customer life cycle – from greater returns on advertising, to greater average order values, to greater customer retention and word of mouth.

The study also found that EDB’s have the highest ‘median’ three-year growth in sales revenue, the highest levels of customer satisfaction, and the highest overall level of employee satisfaction, all significant indicators for long-term business success.

The study determined that very few organizations are implementing or taking serious CX best practices holistically across their people, processes and technologies.

In 2020 CX’s that should be prioritized are:
  1. Determine and manage a customer journey from acquisition to loyalty.
  2. Improve cross-channel customer experiences.
  3. Custom tailor, improve relevance & expand content marketing capabilities.
  4. Data driven content creativity. A strategic differentiator in the customer experience. One common denominator among today’s most innovative companies is a unified view of the customer, pulling data from across multiple sources.
  5. Implement or improve social media experience.
  6. Improve mobile customer experience.
  7. Real-time, online customer engagement/interaction.
  8. Improved collaboration of data and analytics. Many companies are too focused on bottom-of-the-funnel best practices that drive short-term conversion behavior that they sacrifice the practices that drive ongoing engagement and build longer-term brand equity.
  9. Organizational collaboration. Collaboration results in innovation. Studies show that companies that integrate data and creativity in their day-to-day practices actually drive two times the growth of companies that have those capabilities but manage them separately.
  10. Unified view of the customer. The single view of the customer is the most significant asset of any organization.
  11. Seamless flow of connected customer data—behavioral, transactional, financial, operational, and more—to get a true end-to-end view of their customers for immediate actionability.

To realize ROI, EDBs require dedicated budgets for specific CX and marketing initiatives. Most importantly investment in cross-channel experience design — with dedicated, growing budgets for mobile, web, and customer analytics and real-time interaction management (live chat, etc.)

The long-term results from a CX investment and priority are 2-fold: Increased customer retention (loyalty), increased average order value (increased sales revenue).

The Forrester study found that long-term investments in CX are paying huge dividends.

EDBs report driving faster topline growth, with an average revenue growth rate of 15%, compared to an average of 11% among other companies.

EDBs capture more mindshare than competitors, with a 1.6x higher growth in brand awareness metrics and 1.6x higher growth in new website visitors than competitors.

EDBs are more effective than competitors in converting prospects to customers — valuable customers. Their return on ad spend and number of newly acquired customers are growing at 1.9x the rate of other companies, and EDBs also report higher growth in total orders.

EDBs are great at delivering experiences that keep customers engaged. Customers download their apps, submit forms and requests for information, engage on social media, and visit their websites more than they do with other companies.

The bottom line is that companies and organizations willing to make broad long-term investments in CX will realize significant ROI from exponentially increasing their customer base and achieve longer customer life cycles.


Great Customer Service Equals Improved Customer Experience

Great Customer Service = Improved CX


By: Jason Redekopp – Marketing Consultant

KNOWING AND DOING are very different. According to Forrester’s “Predictions 2020: Customer Experience” report, this coming year will be a standout year for organizations committed to successful CX vs. those who are not.

CX is vitally important in today’s rapidly evolving market because it’s how brands gain market share, win customers and retain those customers.

Improving customer service is one of the most powerful ways to improve a company’s CX.

A 2018 study by The Tempkin Group ( found that a modest increase in CX leads to an average revenue increase of $823 million over three years for a company with $1 billion in annual revenues.

Companies need to be aware that when it comes to customer service, customers want you to solve their problems and do it fast so they can get back to their lives.

Some strategic ways to offer better CX in 2020:
  1. Mobile. Mobile internet usage has surpassed desktop usage. People are exponentially spending more time on the internet from mobile devices. Globally smartphone sales have overtaken PC sales. The mobile explosion mandates companies to pay attention to the mobile end and follow the “mobile first” rule in product design.
  2. Live Chat. Virtual live chat call centers are one of the fastest growing customer experience trends. It offers an excellent way of providing real-time support and product information across multiple time zones & locations. The value of a virtual call center is its ability to improve customer satisfaction with the help of local agents.
  3. Web design. In 2020, it’s about designing experience, not only visual appearance. Some elements with respect to CX are: Hyper-personalization, minimal navigation menus, micro-interactions, designing for voice search, designing with SEO in mind, accessibility, etc.
  4. Social Media. Social media will broaden a company’s audience and help them gain valuable feedback from more types of customers. Social media also offers qualitative data so that companies have something measurable to help them know that their social media resources are working towards their overall brand and CX goals.
  5. Anticipating Customer Moves with Analytics. Customer behavior is invaluable data that helps businesses deliver great CX coupled with stellar customer service. In 2020, companies will embrace analytics to identify opportunities and deliver impressive customer experience.
  6. Delivering Experiences Through Digital Transformation. Digitizing the customer experience will be a major focus in 2020. Measuring the effectiveness of digitalization at different points in the customer digital journey is invaluable. This means replacing old funnels with new on demand solutions, i.e. replacing sales calls with social selling, reaching out to prospective customers with account-based email marketing, and providing a seamless multi-channel and real-time experience.

These are only a few points for companies to take seriously if they hope to improve CX, stay relevant and grow revenues.

The bottom line for 2020 and beyond…It’s time for companies to gain control of what really makes a good customer experience—the things that result in increased customer spending.

CX And Real Estate

Customer Experience and Real Estate


By: Jason Redekopp – Marketing Consultant

Rapid evolution in technology and the digital marketplace has made it so that home shoppers now do most of the preliminary leg work themselves. They can access home listings and pertinent information via an array of websites and social media.

Because technology has made access to information so easy, prospective home buyers now have insanely high standards for the entire buying or selling process. This means that real estate agents must deliver a higher-level customer experience (CX).

In 2020, for agents and brokers to stay relevant, gain a competitive advantage and grow their businesses they must make CX the highest priority.

Here are a few must key strategies:

1. Mobile:
Mobile technology is not only helping Realtors excel. It’s now the mandatory medium for data delivery. Sellers and buyers use mobile devices for all aspects of the home search, and realtors must understand they need to meet clients where they are.

2. Website design:
Having a simple yet engaging and relevant website is key. Your website should show value in using your services, but more importantly your value to the prospective client. The best way to create great CX on your website is to anticipate your clients’ needs in advance.
a. Easy access to listing information.
b. Your commission structure and services.
c. On-demand access to dialogue.
d. Personalized experience based on their specific needs.

3. On-demand Lead Generation:
Utilizing and leveraging Live Chat to be available on demand. Many online shoppers prefer this to making a call. Then there is ‘beacon technology’. This relatively new technology involves placing a tiny device on a property or for-sale sign that emits a radio signal up to 300 feet. Potential buyers with an app tied to the beacon will receive an alert when within range of the property, and that notification links to a listing of the property online. Agents can also use the app to keep tabs on the local competition.

4. Relevant, Engaging & Specialized Content:
Posting listings is a must, of course. However, the majority of your content should be concentrated on providing your audience and potential customers with tips, professional advice, and other relevant resources. Check out agent Michael Flynn’s website. His content is focused solely on his target market with access to a plethora of relevant content to perspective home buyers and sellers. Whatever your potential clients want and need, it is your job to respond.

5. Leverage Digital Media:
All Smartphones today offer amazing video technology. If a picture is worth a thousand words, then a video is worth a million words. Three good options to get professional videos are: Vlogit, Adobe Premier and InShot. Once you have video content, get in front of your potential buyers. Post photos and videos to your website and promote them via social media.

If you make the CX your highest priority, the dollars will follow.