Want to learn the best business insights from remarkable speakers at Slush 2023, but don’t have the time to watch the full speeches on YouTube?
You’ve come to the right place. Below is a summary of a speech by Anastasia Zdoroviak, the VP of Customer Experience at Rappi.
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<p class="h1-rich">🤏 TL;DR</p>
Investing in customer experience is crucial for business growth and customer loyalty, encompassing the entire user journey and every touchpoint with the brand. Apple's approach to customer experience is built into their product design, eliminating the need for customer support. Amazon's exceptional customer support is attributed to its emphasis on speed and accessibility, investing in technology for efficient and accessible support at scale. Action items include investing in technology for customer support, personalizing the customer experience, putting the voice of the customer at the center of the business, and fueling the customer experience strategy with passion and curiosity.
<p class="h1-rich">✨ Summary</p>
The Importance of Customer Experience
- Customer experience goes beyond just a product or service; it is about how customers are treated and the personal connection they feel.
- Customer loyalty is crucial for business growth, and customer experience plays a significant role in driving that loyalty.
- Customer experience encompasses the entire user journey and every touchpoint with the brand, not just customer support or call centers.
Apple's Approach to Customer Experience
- Apple stands out as a brand associated with great customer experience because of its flawless products and intuitive design.
- Apple's focus on creating exceptional products eliminates the need for customers to contact customer support.
- Customer experience should be built into the product design to minimize the need for customer support and create a seamless user experience.
Investing in Voice of the Customer
- Collecting feedback from users through surveys is helpful, but it is essential to make the insights actionable and tie them back to the business.
- Customer support can serve as a valuable channel for feedback, allowing businesses to understand and address root causes of customer inquiries.
- Feedback from customer support should be used to improve communication and the overall user experience, making the need for support less frequent.
Amazon's Focus on Speed and Accessibility
- Amazon's exceptional customer support is attributed to its emphasis on speed and accessibility.
- Offering fast and easily accessible support makes customers feel respected and valued.
- Investing in technology, such as automation and tooling for support agents, is crucial for providing efficient and accessible support at scale.
Personalization as a Driver of Customer Experience
- Personalization is a powerful strategy for creating memorable customer experiences.
- Investing in data and segmentation allows businesses to understand user needs and preferences and tailor offerings accordingly.
- Artificial intelligence can enable personalized experiences by leveraging user data and delivering customized communication through automated channels or support agents.
The Impact of Customer Experience on Growth
- Great customer experience drives growth, leading to increased retention, engagement, and organic growth.
- Customer experience is measurable and directly impacts profitability and business success.
- Investing in customer experience strategies, customized to the specific business, can lead to long-term loyalty and business growth.
Building a Passionate and Curious Team
- Passion and curiosity are essential for fueling a successful customer experience strategy.
- Teams should be passionate about the user and dedicated to building strong relationships with customers.
- Constantly seeking feedback, adapting, and appreciating customer input are key to fostering growth and improving the customer experience.