{"id":373315,"date":"2021-04-19T02:38:22","date_gmt":"2021-04-19T09:38:22","guid":{"rendered":"https:\/\/www.genesys.com\/?post_type=blog&#038;p=373315"},"modified":"2021-04-19T02:38:22","modified_gmt":"2021-04-19T09:38:22","slug":"3-ways-designing-loyalty-goes-beyond-customer-experience","status":"publish","type":"blog","link":"https:\/\/www.genesys.com\/en-gb\/blog\/post\/3-ways-designing-loyalty-goes-beyond-customer-experience","title":{"rendered":"3 Ways Designing Loyalty Goes Beyond Customer Experience"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section full_width=&#8221;stretch_row&#8221;][vc_row][vc_column][vc_column_text]<span style=\"color: #0e101a;\">Ask yourself why you keep going to the same store or to the same retailer\u2019s website to get the items on your shopping list. Maybe it\u2019s price or maybe it\u2019s convenience, especially during a global health crisis. Or it could be because you feel like you belong to a group of people who shop in the same store or on that website. To figure it out, let\u2019s go a little deeper into customer loyalty. <\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">If there was another website or store that offered lower prices, would you switch to that vendor and buy from them? Would you shop in another place if it had the same convenience as the one you normally shop \u2014 or would you switch brands if your values didn\u2019t match with that brand\u2019s?\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">This is where loyalty comes in. We know the brands that have mastered the art of designing loyal experiences. So, it\u2019s important to understand what it takes for other businesses and brands to create their own loyalty experiences. As an experience management practitioner, here are the three practices I\u2019ve seen that win the hearts and minds of consumers, patients, citizens and employees \u2014 and create lifelong loyalists. <\/span><\/p>\n<p>&nbsp;<\/p>\n<p><strong><span style=\"font-family: 'Calibri',sans-serif; color: #0e101a;\">1. Design the Total Experience\u00a0<\/span><\/strong><br \/>\n<span style=\"color: #0e101a;\">By now, almost everyone reading this blog is familiar with or has done some type of journey or <a href=\"https:\/\/www.genesys.com\/en-gb\/resources\/building-a-competitive-advantage-through-customer-experience\" target=\"_blank\" rel=\"noopener noreferrer\">experience mapping<\/a>. But I bet there are only a few of you who have done what we call \u201ctotal experience mapping,\u201d which includes these main groups as part of a holistic experience:<\/span><\/p>\n<ul>\n<li>Your customer: Wants, needs, habits, feelings, values<\/li>\n<li>Your employees: Both frontline and back-office; their actions, wants, needs, feelings and values<\/li>\n<li>Your processes and your organisation\u2019s operating models: How your processes help you or your customers<\/li>\n<\/ul>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">Understanding your customers\u2019 pains and needs is a start. But take this idea further; make the connection and align their values to your business values and proposition. Put yourself in their shoes. Be flexible enough to design all your products and services to connect with them. This means\u00a0meeting customers where they are\u00a0and showing them how far they can go by using your product and services.<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">Let\u2019s make it simpler: When you have an idea about your dream house, the first thing you do is hire an architect to put your vision on paper (create a design with all the specs). Then you hire a contractor to build it for you. <\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">It\u2019s the same for your customers. You want to design the experience so their dreams can be actualised. When your dream home is built, I bet you\u2019ll tell your friends about the experience \u2014 from the design to the final product. Again, the same goes for your customers. The better you design and can deliver their vision, the more likely they\u2019ll be to advocate for your brand and continue to purchase from you. It\u2019s a creative art and it\u2019s hard to master.<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">During your design, ensure you connect<strong><span style=\"font-family: 'Calibri',sans-serif;\">\u00a0<\/span><\/strong>your brand values to customer values. When you can make that emotional connection, you enable your customers to attach to your brand and advocate it.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><strong><span style=\"font-family: 'Calibri',sans-serif; color: #0e101a;\">2. Personalise Your Experience\u00a0<\/span><\/strong><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">You want to deliver a human experience to your customers. You also want to develop emotionally resonant brand experiences that your customers dream of. To do that, you want to know your customer on an emotional level and ensure your employees are empowered and equipped to deliver the human experiences you designed. Simply giving lip service, as the majority of businesses do, won\u2019t connect your customers to your brand. When you\u2019re engaging with customers based solely on price or convenience, you are only at basic table stakes. <\/span><a href=\"https:\/\/searchcustomerexperience.techtarget.com\/post\/The-importance-of-personalized-experience-in-CX\">Personalise the experience<\/a><span style=\"color: #0e101a;\"> to cultivate lifetime loyalty and value.<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">Before you commit to delivering personalised experiences, be sure these three elements are well-defined:<\/span><\/p>\n<ul>\n<li>Understand what customers value and their personal preferences<\/li>\n<li>Hire employees with high emotional IQ and the ability to create genuine engagements<\/li>\n<li>Build your customer data analytics and artificial intelligence practice<\/li>\n<\/ul>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">These three elements should enable you to deliver the personalised experiences your customers want \u2014 making them feel like they\u2019ve made the right choice during the purchase and long after. This is where mom and pop business owners know they have an advantage over the big guys; they can offer personalised service to their smaller customer base. This human connection with personalisation becomes even more important as both small and enterprise businesses embrace digital transformations. Moving to digital without the human connection goes against brand loyalty.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><strong><span style=\"font-family: 'Calibri',sans-serif; color: #0e101a;\">3. The Value of Deliberate Loyalty\u00a0<\/span><\/strong><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">As part of the business, you want to measure the value of loyalty. Because you\u2019re designing a total experience, you want to implement an enterprise-level loyalty metric. When it comes to loyalty, it\u2019s an outcome of many activities and interactions that customers engage with your organisation. Long gone are the days where metrics only matter during the sales, use and support. <\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">Your customers\u2019 experiences begin well before that \u2014 in the digital space. They\u2019re intertwined as they interact with various functions across your organisation. Think about how you want to measure the value of loyalty, what it means for your business and, ultimately, what it means for your customers\u2019 experience. There are many ways to measure this in the industry. The best three strategic metrics are customer lifetime value, Net Promoter Score and brand equity.\u00a0\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">You should continue reinforcing your practices by designing personalised customer experiences that are emotionally connected and that your customers value. The payback is that your customers will stay with you \u2014 and they\u2019ll tell friends and family to use your product and services, even if there are times when you deliver less than optimum experiences. They are more forgiving and allow you the opportunity to make it right rather than simply leaving. <\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">\u00a0<\/span><\/p>\n<p style=\"margin: 0in; margin-bottom: .0001pt;\"><span style=\"color: #0e101a;\">The cost of obtaining customers is high. You can\u2019t afford to play at the table stakes level. Think of how you can differentiate from your competitors by designing an end-to-end, personalised experience that connects your brand promise to whatever your customer values the most.\u00a0 For more resources, check out <a href=\"https:\/\/www.genesys.com\/en-gb\/events\/virtual-xperience\" target=\"_blank\" rel=\"noopener noreferrer\">Genesys Virtual Xperience.<\/a><\/span><\/p>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_section full_width=&#8221;stretch_row&#8221;][vc_row][vc_column][vc_column_text]Ask yourself why you keep going to the same store or to the same retailer\u2019s website to get the items on your shopping list. Maybe it\u2019s price or maybe it\u2019s convenience, especially during a global health crisis. Or it could be because you feel like you belong to a group of people who shop [&hellip;]<\/p>\n","protected":false},"author":203,"featured_media":342454,"template":"","tax_priority":[],"tax_blogtype":[17751],"tax_blogcategory":[13232],"tax_contenttheme":[],"tax_bundle":[],"tax_contenttheme2":[],"tax_capability_sitewide":[],"tax_products_programs":[],"tax_buying_job":[],"tax_buyer_persona":[],"tax_sector":[],"tax_segment":[],"class_list":["post-373315","blog","type-blog","status-publish","has-post-thumbnail","hentry","tax_blogtype-genesys-en-gb","tax_blogcategory-digital-en-gb"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/373315","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/users\/203"}],"version-history":[{"count":5,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/373315\/revisions"}],"predecessor-version":[{"id":373320,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/blog\/373315\/revisions\/373320"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media\/342454"}],"wp:attachment":[{"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/media?parent=373315"}],"wp:term":[{"taxonomy":"tax_priority","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_priority?post=373315"},{"taxonomy":"tax_blogtype","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogtype?post=373315"},{"taxonomy":"tax_blogcategory","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_blogcategory?post=373315"},{"taxonomy":"tax_contenttheme","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme?post=373315"},{"taxonomy":"tax_bundle","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_bundle?post=373315"},{"taxonomy":"tax_contenttheme2","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_contenttheme2?post=373315"},{"taxonomy":"tax_capability_sitewide","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_capability_sitewide?post=373315"},{"taxonomy":"tax_products_programs","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_products_programs?post=373315"},{"taxonomy":"tax_buying_job","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buying_job?post=373315"},{"taxonomy":"tax_buyer_persona","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_buyer_persona?post=373315"},{"taxonomy":"tax_sector","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_sector?post=373315"},{"taxonomy":"tax_segment","embeddable":true,"href":"https:\/\/www.genesys.com\/en-gb\/wp-json\/wp\/v2\/tax_segment?post=373315"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}