What unfair advantage does your business have that will ensure growth and success in this hyper-competitive market?

Lessons in creating a phenomenal CX* *Customer Experience

What has Uber created that is hard to replicate? The consistency of customer experience.

What message does Indigo airlines re-inforce you with everytime? On-time!

What does Patanjali say about their products everytime? Shudhh

Why do you buy an apple product, when you can get stuff done with a cheaper and branded device? Consistent experience!

CX is the battlefield for every business today. (SMEs and Startups included) Win with a phenomenal CX!

Imagine you are planning to buy a branded good. Anything! What is the first action you will take before you actually buy?

90%+ people say this: 1.  Search online 2.  Ask friends on fb 3.  Experience at the showroom/

website 4.  Buy!

Remember, your customer will buy if he/ she gets a consistent experience across all touch points.

As a small business how should you invest in a consistent customer experience? + How will you measure success of this investment?

CX = product + message/ marketing + customer support - risk

#1: Product Of-course you can do anything with technology, but keep your product incredibly easy.

How can you create consistency with product?

Your customer must be able to: 1.  Search faster 2.  Get relevant information faster 3.  Checkout faster

Time the search to transaction flow. Be the ‘easiest’ amongst your competitive landscape.

#2: Message/ Marketing The color, font & choice of words must be so consistent that your customers sub-consciously recall your brand everytime they see, hear the message!

How can you create consistency with messaging?

Create consistency in: 1.  Color – on web, mobile,

brochures, T-shirts. Everywhere.

2.  Font - size and edges matter.

3.  Choice of words – repeat the words so often that they become a language between your business & the customer!

But how will you know what message will create maximum pull and lead to increased sales?

•  Offline: Listen to your customers speak. Don’t intervene, simply enjoy and be part of the conversation. In their sub-conscious people engage in discussions most meaningful to them.

•  Online: Use online tools to predict the following: 1.  Industry trends (what content is rising)?

2.  Customer trends (what content are your potential customers consuming)?

How can you create consistency with support – pre purchase?

Community – Q&A. Answer customer questions in a community. Be 100% available.

How can you create consistency with support – post purchase?

•  Social media Be available. Even if it takes outsourcing the operation to a 2 people team (almost like your extended team), do it.

•  Phone Important. Outsource as you scale.

But how will you maintain consistency with an outsourced team?

•  Inspire & align with culture Meet your outsourced team often and instead of keeping them as third party resources, engage them in your mission.

How will you protect your CX? •  Product: create the easiest experience and build

IP

•  Message/ marketing: don’t protect. Let this spread. Jobs once said Insanely great, people use it all the time referring to Apple!

•  Support: be finicky. Create new standards. Your CX is not your NPS score.

What’s the first step you must take? 1.  Figure out the gap in your venture across

product, marketing and support 2.  Create a 1 week special project & ask a third

party to suggest you exact solutions that can be measured

3.  Mark out a budget. Begin a 3 months POC and seek success.