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I hear you but I’m not listening!

Romke Velders, 16 oktober 2018

To start with a cliché once again; the world is changing and it is changing faster than we can keep up with. Together with all technological developments that follow each other in rapid succession, new companies are constantly coming up with or without those new technology with fresh and new innovative business models such as;

Bungalow, Renting a house or an apartment with Bungalow means every detail is taken care of, so you can focus on what really matters. You can expect a turn-key experience from the moment you arrive (
Sovrin, is a decentralized, global public utility for self-sovereign identity. Self-sovereign means a lifetime portable identity for any person, organization, or thing. It’s a smart identity that everyone can use and feel good about (
Grabb-it is a location based Dynamic Digital advertising platform. They give advertisers the perfect opportunity to reach the consumers near the point of purchase using digital car windows (
Latch is a solution where you can open and manage every door in an apartment building from a smartphone. Always all the keys with you and so no more unnecessary searching. Or the frustrated search which key fits which lock (
Inrupt, started by Sir Tim Berners-Lee who invented the web, strives to decentralize the power of the web that’s currently centralized in the hands of a few. Inrupt uses the technically potent open-source platform Solid that gives you more control over your data.
Solid changes the current model in which users have to hand over personal data to digital giants, in exchange for something of value (
No Isolation is an example of a company that wants to create social impact. This company has built a small robot that helps chronically ill children out of their isolation. The robot takes place in the classroom and through a tablet the child can follow the lesson, look around and communicate with (

CX will be measured by how much friction is removed.
The above mentioned companies are aware that customers expects that their experience is as optimal as possible, they are in control and/or also serves a good purpose. (Today, 91% of global consumers are ready to shift to a brand that is associated with a good cause)

You can actually say that these organizations have listened carefully to what customers expect.
But when experiences are so essential and important for customers why am I still surprised that so many organizations are failing to look at the customer as a customer. After all, you know better than anyone else when an experience is pleasant or not. For a reason there is a saying called ‘treat the other like you want they treat you.
Having an excellent product means you’ll be able to catch people’s attention but only for a short while.

What stays with the buyer way beyond the purchase is the way you make customers feel. What is it about your customer experience that goes above and beyond? Do you treat each customer as if they’re individuals and do whatever you can to solve their problems or issues? Do you make efforts to maintain a relationship with them after the sale? So do you provide a superior customer experience?
To do exactly what your customers really expect from you, you’ll have to know your customers.

Customers see themselves as distinct individuals and, consequently, also expect brands to see them as individuals. But the only way you can tell your customers apart from each other is by getting to know them well. Once you do that, you can communicate effectively with them and get the right messaging to the correct target audience.

When using marketing automation like SAP Marketing Cloud you will get to know, keep track of, and identify customers. Automation tools allow you to track what customers are buying, saying, and their purchasing behavior. Anytime you have an interaction with them, you will know exactly who they are because they’re in your system.
Of course everybody knows that businesses collect user information on them, and it’s great that such organizations are really ‘listening’ to optimize your experience but that also means that they have to handle your data as you would like to do.

Romke Velders

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