It used to be that customers had one basic cell phone that they used just to call or text people, and they would contact the phone’s support center when things went wrong. Those days are long gone. Today’s customers have multiple devices that are constantly connected, and they can interact with tech companies for more than just support questions.
As the technology and mobile world changes, Samsung is also changing its attitude towards customer experience. Instead of what SVP Customer Care Michael Lawder calls the “break, fix model” where customers only came to the brand to fix their broken devices and then got on with their lives, Samsung is now focused on building lasting, meaningful relationships with its customers that go beyond the one-off service fixes. The idea is that as customers become more connected with their devices, they can also become more connected to the brand. More devices means there is more chance to build loyal Samsung customers for life.
Samsung does this by aiming for high-quality customer service through a number of channels. It recently unveiled its truck on the streets of New York City that can service customers similar to how a food truck operates. If a customer needs help setting up their device, their screen to be fixed, or just a place to charge their phone, they can come aboard the truck and get the service done for free. Samsung is also expanding its chatbot ability by using bots to efficiently direct customers to a real person who can answer their questions. Although Michael admits the technology isn’t completely there yet, the idea is that bots will be able to streamline support requests by texting customers a few questions to point them to the right human support agent. Future chatbots will be able to gather more information about customers, which will lead to more customized experiences.
Samsung’s new focus on the end-to-end customer journey means that the focus isn’t just on selling a product or fixing something when it’s broken—it’s on building relationships throughout the entire customer journey. Building relationships that solve problems and improve customers’ lives means that Samsung has to put resources into its programs. By delivering amazing experiences, studies have shown that customers invest more in the brand, which leads to a huge ROI. The internal Samsung motto for service is “Done plus one”, meaning that not only is the problem solved, but employees have the power and are encouraged to go above and beyond to delight customers and make them Samsung fans for life. It’s not just customers who are connected to the products—employees are as well. Samsung lets its employees, especially those in the service areas, use their products for personal use so they can fall in love with them and naturally want to provide amazing service. The hope is that employees will be fueled by their own passion for the brand and products and want to share that with customers.
Customers are more connected than ever before, and that connection will continue to grow with the IoT and as more devices become available. Companies like Samsung know the power of staying in touch with these connected customers to help them not only connect to their devices, but also to connect to the brand.
In 2017 I had a lot of great conversations with a wide variety of thought leaders. I gathered up some highlight clips from last year’s podcast interviews and put them into one podcast mashup. These clips show how customer experience can be defined and implemented, what it means for businesses in the future, and more.
The first interview I looked back on was with Mary Winfield, VP Customer Experience and Trust at Lyft. The company has to focus on two sets of customers: drivers and passengers. The entire business model is centered around making customers’ lives easier, from providing services people want and need to using technology that makes things simple and efficient. She describes the symbiotic relationship between employee experience and customer experience at Lyft.
Donna Morris is the EVP Customer and Employee Experience at Adobe. I visited the Adobe offices in San Jose, and we talked about the future of customer experience. She believes the role of customer experience is only going to grow. Digital technology will have a huge part in the future and will need to ‘emote’ as face-to-face interactions are going away. This will direct how organizations think about the customer experience and creating great experiences without the human element.
Under the direction of Adobe’s Chief Marketing Officer Ann Lewnes, the company created an attention-grabbing ad that reached out to customers and kept their attention. In this clip, Ann talks about the Adobe commercial that starts with a bank robbery and ends by showcasing digital technology and customer experience.
One of the hottest topics of 2017 was the chatbot. The next podcast interview is with singer, actress, and entrepreneur Christina Milian. Together with her business partner Josh Bocanegra, they created Persona, a tech company that builds chatbots for celebrities. Christina describes the value the chatbot brings to her brand, how it works, and how to get started when considering adding a chatbot to your company.
The future of marketing is not an easy thing to scale. Karin Timpone, CMO of Marriott International, is definitely up to the task. Marriott has a focus on Guerrilla marketing and jumps on real-time marketing opportunities via social media. One recent example was the Pokemon Go craze. Marriott’s social media team put its efforts on high octane and placed Pokémon monsters in pools knowing that guests photographed them and that they would possibly go viral. They got wind of one Pokémon Go super user and decided to sponsor him by sending him to Japan, Australia, and Europe to catch more Pokémon. Social media is a powerful way for marketing teams to engage with customers in real time, but it requires marketing to constantly have eyes and ears on the ground