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How to Transform the Customer Experience

Want to engage and connect with your customers more effectively? Then listen to what Matt Gillin, the co-founder and CEO of Relay Network, has to say.

I had a chance to interview Matt for my Be Amazing or Go Home TV show, and he shared specific insights on how to improve the customer experience. In Matt’s words, “The world is now on-demand and highly personalized. The secret of the game is to make it easy and frictionless.”

Personalization is a hot topic, and “on-demand” is about giving the customer what they want when they want it. If you’ve been following my work, then you know I’m a huge fan of the frictionless experience. I even wrote a book devoted to exactly that: The Convenience Revolution. In my interview with Matt, we talked about the following three opportunities and how to exploit them for a better CX:

1. A Frictionless Experience – Let’s start with my favorite. In my book, the first of the six “Convenience Principles” is to reduce friction. During my speeches when I ask the audience, “What is the easiest company to do business with?”, someone—actually, most people—will say, “Amazon.” It is a prime example of being easy and frictionless. People will even pay more for convenience. TSA Pre✓® is another great example. If you travel, you know about the potentially long TSA (Transportation Security Administration) security lines. However, if you’re willing to fill out an application and pay a small fee, you’re able to go to the TSA Pre✓® line, which is typically much faster.

2. On-Demand – We are in an on-demand economy. When a customer wants something, they often want it right now. Consider how cable TV now offers the option of watching a show when the customer wants it, not just at the time it’s listed in the program guide. Again, Amazon comes to mind. Need more dishwashing soap? Just say to Amazon’s Echo, “Alexa, I want to order more dishwashing soap,” and she will take care of it for you.

3. The Personalized Experience – Personalization is a very hot topic. What started out as dividing customers into groups of similar interests, buying patterns, habits, etc. is now trending toward a truly individualized experience. Once a customer shares information and gives the company permission, the company can deliver a better experience, one that is highly customized. For example, Amazon’s website welcomes you back with suggestions based on what you bought or looked at recently. If you go back to a restaurant and they remember where you sat and what you ordered, that’s another example of personalized service and experience.

It sounds like common sense and is even simple. But as I always say, “Simple does not mean easy.” Take another look at these three concepts. Think about how you can implement them and find ways to enhance your customer’s experience through convenience. Be on-demand and give the customer what they want when they want it. Above all, make them feel like an individual, not a number or an account. That is the way to truly transform the customer experience.

Related: What Can You Do to Create a Better Experience for Your Clients?