– including a hint to the premium car brands from a car enthusiast representing a substantial and growing buyer group.
Delivering a Signature Customer Experience is vital, complex and requires new knowledge and reinvention. Through IBMs Thought Leadership Consumer Study “From Transactions to Relationships” (*) consumers tell us that:
· “I am comfortable to communicate with you through many channels”
· “I like to shop in the store and sometimes purchase on line”
· “I like to connect with you through meaningful connection points and I like to help you!”
(*) Study conducted with 26.000 consumers in 14 countries in non-grocery retail categories.
The outstanding companies are defining the Signature Customer Experience based on this opportunity. How well do you know and act upon your customers shopping- and purchasing patterns and preferences?
My private Signature? Customer Experience of selected car brands
At my husbands big birthday I wanted to surprise by giving a major contribution to a new car. I contacted 4 major dealers for my favorite car brands. This turned out to be an interesting experiment for me as a buyer and car enthusiast as there were huge differences in how these brands took the lead onboard. I will not reveal who was the winner. However, I will reveal that the success formula for new and continued business relationships will be found in the degree of customer -centricity and -intimacy from A to Z. And this very much boils down to company culture, DNA and how each individual strives to be at their best in serving customers. Embracing the consumers lessons through IBMs Thought Leadership piece is a great starter. My point of view is that many companies/ brands are are still on the Transaction side of doing business. Do you see the potential for those that move over to the Relationship side?
Some additional lessons from my experience:
“Real” men do not like their wives to interfere with their car preferences and purchases.
“Real” car brands like to interfere with me as a potential buyer. However, they need guidance on how..