What You Need To Know About Customer Experiences

Great “IRL” (in real life) customer experiences are still the exception and not the rule, despite the fact that businesses have never had more ways to communicate with customers.Just as we continually upgrade our software to stay current, we must upgrade our customer experiences to stay relevant  Elevating the customer experience has become an urgent issue because online buying has shifted consumers' perspectives on IRL buying situations. E-commerce has become the unlikely new benchmark for flawless, personalservice, to the extent that some women feel their online buying experiences are higher quality than their face-to-face purchase interactions.  

Partly, this is because e-commerce eliminates many of the variables that occur in traditional settings, like not being able to find helpful service or discovering that the product that you came for is out of stock. While variables will always occur in people-to-people buying situations, the opportunity is to transform them into the kind of positive  interactions that women actively seek out.  Traditional businesses can inspire customers through the kind of sensory engagement that is (as yet) impossible online; they can connect with customers by asking questions that help them make better buying decisions; and they can instill customer confidence by providing knowledgeable advice. It is an understatement to say that this “home court advantage” is often under-leveraged.

Amid all the changing expectations, one thing remains constant: women's domination of consumer spending. That fact alone provides a valuable compass for navigating and winning the future. I outline strategies for engaging a consumer marketplace dominated by women in my new book, Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers (HarperCollins Leadership). Here are three:

Winning the business of women isn't about excluding men; it's about excluding stereotypes and elevating the customer experience.

This article was adapted from Brennan’s new book, Winning Her Business: How to Transform the Customer Experience for the World’s Most Powerful Consumers(HarperCollins Leadership).

Source: Forbes.com

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