Sometimes all we need is a shift in perspective. You can sit all day racking your brains for the answer to how to improve your CX program, but more often than not, creative answers require asking the right questions first. If this is you, our very own Ashley Goode (SVP) recently gave the keynote presentation at our August Experience Forum, a monthly event for our InMoment community members across all industries to help them rethink their approaches and gain new inspiration.
And here are the three vital questions to start that brainstorming session:
- Who do Your Customers Want to be?
- What are Customers Really Buying?
- How do Customers Want to buy?
Who Do Your Customers Want to Be?
Instead of asking who your customers are, start by asking who they want to be. What this question points out is the aspirational mindset of the modern consumer: how will this purchase measure up to who your customer wants to be? Due to changes in values and culture, customers today are more interested in buying things to fulfill a specific lifestyle rather than a need.
For instance, a customer who is keen on helping the environment would likely not want to buy clothes made through unethical practices. But they would want clothes from companies that abide by sustainable business models. So when understanding your customers, it’s important to think about your products and services as changes that shape their life.
What Are Customers Really Buying?
Let’s take a step back. In a time where corporate movements mirror societal ones, not only are customers buying a product itself, but they’re also buying into an experience that fits into a larger social context. Your product satisfies a practical function—like restaurants serving food because people are hungry—as well as a cultural one, because the food isn’t just food. It’s Mediterranean, Mexican, or Malaysian food.
For example, if you think about McDonald’s recent branding collaborations with celebrities such as Korean Pop band BTS, the food itself didn’t change much, but the logos and theme of the bags, sauces, and containers did. And that sent fans of BTS flying to McDonald’s—even though the food offering was nothing new. As you can see, your products are intertwined with our evolving culture, making them cultural products—that’s what customers are really buying.
How Do Customers Want to Buy?
Our culture today is heavily influenced by technology, and that can teach you how customers want to buy your products. With a growing population that would much rather text than call to contact businesses, it’s a no-brainer that customers now want more digital experiences—whether that’s a virtual store, online ordering, etc.
With the aid of digital experiences, your business can help customers find and define their lifestyles. Incorporating digital elements into each part of your customer journey map will show customers that your brand cares about how they want to purchase products. After all, how customers buy is just as important as what they’re buying.
Find these questions interesting? Our InMoment clients attend exclusive events like these monthly, featuring internal thought leaders, industry experts, and other experience rock stars. Want to learn more about the brands in the InMoment community? Check out our Customer Stories page!!