All companies face challenges with industry disruption. No matter if you’re in healthcare, education, retail or anything else, there are sure to be changes in the industry over the coming years. However, prepared companies can use that disruption to their advantage to continue to hone their customer experience. AT&T is a good case study of staying ahead of the trends while still working to provide an excellent customer experience. The company has led the charge to the new TMT industry that represents the world we now live in—telecommunications, media, and technology—and uses industry growth and change to create an improved customer experience.
Customer experience is more than just a singular event—it can include the time the customer spends researching product options, browsing in store or online, and the actual purchase, not to mention what happens after the sale or service. At AT&T, customer experience is known as a journey that starts when a customer joins the company for a single product like phone or internet service. With that initial relationship established, the company can work towards its goal of creating long-standing trusted relationships that cover multiple devices. According to AT&T Mobility CEO Glenn Lurie, the company allows customers to define the customer experience and relies on feedback from them to create the best experience possible.
Great customer experience starts from the top and won’t happen if executives can’t find ways to connect new technology and offerings to what their customers are experiencing. At AT&T, every employee is in charge of staying in front of industry disruption. By staying on top of trends, the company is able to talk to customers about nearly every aspect of their lives, from their phone and internet service to entertainment and a connected home and car. Putting in the time and money beforehand allows AT&T to be very involved in its customers’ lives, just like being aware of new travel trends or computer programs can help companies in other industries know how to best serve their customers.
Aside from being aware of trends, customer experience can be shaped by listening to feedback and seeing how your organization is viewed by customers and outside groups. AT&T does this by keeping a close eye on how it is viewed from third parties like JD Powers and the current state of its net promoter score, but other companies could use social media metrics, Yelp reviews, or call center logs to measure feedback.
Strong leadership plays a vital role in customer experience, especially as technology and trends change across the board. Although the methods may vary, the goal of customer experience should always be the same: to surprise and delight and create a real bond with customers. Companies truly invested in the customer journey are sure to see success as their industries continue to evolve.
As the consumer world changes, businesses must adapt their strategies and marketing to best meet the needs of customers. 3 Day Blinds started nearly 40 years ago as a way to provide window coverings faster than the market norm. As the industry changed, the company slowly moved away from retail stores and now sells all of its product through at-home appointments that allow customers to see samples in their homes to get a better idea of the product. The move from retail locations to at-home consultations was a large shift for the company, but one that allowed for more personal experiences with customers and a way to better connect with them throughout the entire buying process. Now the company is one of the few remaining direct-to-consumer manufacturers in the U.S., meaning it has the power to control every aspect of the customer experience from initial contact to manufacturing and delivery.
3 Day Blinds has also adapted its marketing strategy to reflect customer trends. Although the big push these days is towards mobile, the company realized 70% of its appointments come through call center phone calls. Instead of spending time and money to develop mobile just because it is trendy, the company stuck with its roots and found ways to integrate marketing automation into its more traditional phone operations. With new technology, 3 Day Blinds can track what keywords drove customers to make a phone call. For example, if a customer types a search into Google and gets the results for 3 Day Blinds, the website can create a unique phone number that lets the company know what keyword resulted in the call. Call center agents are also given a list of keywords related to the customers’ search that they can use to organically steer the conversation for best results. The company was surprised to see the diversity in keyword searches and what they lead to, which further showcases the need for personalization and to understand what each customer is looking for.
For Dan Williams, chief revenue officer at 3 Day Blinds, marketing automation is all about breaking down the business to see what can be optimized to have the biggest impact. Using data gathered from at-home consultations and phone conversations provides the company with automated data about things like how often to contact customers, the optimal length of a call, information to gather or not to gather on the phone, and much more. Combining automation and call intelligence allows all employees to better understand the customer and make the most of the phone call. This not only impacts sales but also leads to increased customer satisfaction when a person can get the answers he needs quickly.
The 3 Day Blinds experience is unlike most other consumer experiences and allows the company to be creative with its marketing and data collection. By truly understanding the customer and implementing technology and automation when appropriate, customers can have a unique and personalized experience that meets their needs.