At the end of October, a team from Now Interact attended #CEMNA in Atlanta, Georgia. Over the course of the 3-day event, industry thought leaders such as Sherrie Simmons, COO of Ultra Mobile and Neal Berg, AVP of UX Innovation and Brand Experience at AT&T discussed how customer experience and innovation are driving the telco industry forward.
Not Interact’s Senior Digital Strategist, Sarah Tyer, brings the highlights of the show to this blog.
Building trust with your customers
An astounding 42% of Americans find brands to be less honest today than they did 40 years ago. Coupled with the fact that approximately 70% of social posts about telecommunication companies are negative, it is clear that there is some legwork to do.
Sherrie Simmons, COO at Ultra Mobile stressed the fact that care converts. Creating an environment where customers believe their needs are first priority not only converts to more sales but also builds a level of trust that is essential in the world of business today.
Sherrie stated, “a person’s time is not for sale and cannot be refunded”. It is essential that brands conduct business in accordance with the rules of ethics and principles of honesty to create a brand that customers trust, and want to remain loyal to.
Creating memorable experiences
Be unforgettable. If you don’t have a good customer experience, you don’t have a good brand. Neal Berg, AVP, UX Innovation and Brand Experience at AT&T demonstrated how great brand experiences are actively designed as a team.
He explained that the key components to executing great experiences include: make it simple, make it seamless, make it personal and make it inspiring.
Approaching projects with ‘design in mind’ will also set you apart from the competition. A memorable customer experience is achieved by first starting with the experience itself, and then working to create the product or service you want to deliver.
Develop company culture that puts employees first
Putting employees first in everything your brand does was a common theme throughout the week. Happy employees become invested in your brand, and as a result become brand promoters.
Creating a positive culture takes teamwork, and it is important to remember that each and every member of the team matters. Positive culture spills over into positive customer experiences, especially when it comes to customer service.
As Carol Borghesi, Founder and Principal of Customers First Culture noted, “The canary into the coal mine is your frontline customer service team who deals with your customers on a daily basis.” Listening to these employees and empowering them with decision-making abilities will benefit not only your brand but your customers as well.
How to put this advice into action
At Now Interact, we believe that the starting point for improving customer and brand experiences is to really understand why visitors arrive at your website.
In our recent eBook, we discuss the five questions to better understand your web visitors in order to create a memorable customer experience. Download your copy here.