Maximising customer experience: Insight from Don Peppers - Reo Group

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Maximising customer experience: Insight from Don Peppers

Maximising customer experience: Insight from Don Peppers

June 2017 by Stella Petrou Concha

Stella Concha and Don Peppers

I recently had the pleasure of meeting customer experience expert Don Peppers - he shared with me these tips for maximising customer engagement.

Research indicates that customer experience will overtake price and product as the key brand differentiator by the year 2020. Customers armed with more technologies and rapidly rising expectations will demand more from organisations than ever before.

I recently had the pleasure of meeting bestselling author and customer experience expert, Don Peppers. My 2020 Exchange community and I learned from him why more than 80 per cent of customer experience initiatives fail and how you can create a winning culture for your clients. Here are three key points I picked up.

1. Get to know your customer

In order to maximise customer experience, businesses must first know their customers - inside and out. Luckily, today's technology allows us to access a great deal of customer data, such as transaction history, profile information, online behaviour information and other demographics. 

This information can give companies a rounded view of their consumers, allowing them to create a customer experience strategy targeted specifically to the group of people most represented by their unique data.

2. Update your brand

A company's brand is one of the most important tools it can use to appeal to customers. For this reason, it's vital to ensure that the brand is aligned with the business's consumer demographic - whether it's the group of customers the company currently has or those it wishes to attract.

Businesses should be open to the process of rebranding, especially if it seems like the current brand isn't appealing to their target audience. Compiling research data, customer surveys and other analytics reports will help companies identify the problem spots in their brand, which they can then fine-tune to fit their desired demographic.


Stella Concha at business breakfast

A group of us discussing customer experience over dinner. 

3. Keep informed

Once a business has aligned the employee brand to its extensive knowledge of the customer, it's important to continue monitoring the data and collecting information about customer engagement and experience. What works one year might not work the next, and companies need to be flexible in order to appeal to an ever-changing customer base.

By mapping the customer journey and constantly looking for ways to improve it, businesses can stay updated on the experiences customers have with them and work to make it the best it can be.