Ensure all decision-making is committed towards being customer-centric.
This article states that when it comes to customer experience, brands often look “internally” to understand how they want to be seen and how they should alter themselves to effectively influence customers. However, since customer expectations are always shifting due to ongoing experiences, brands must adopt an “external” perspective.
The author lists tangible measures for marketers to navigate customer expectations, such as staying abreast with how and why expectations are evolving within and outside their industries, and determining how their customers rate them. They must equip all employees with the “mindset, tools and empowering environment”.
As new innovations are introduced, brands must perceive personalised customer experiences as “the new standard” and not the exception. Further, every component of their business should contribute towards meeting these evolving expectations.
[4 minute read]