Focusing on customer experience allows your company to develop a unique value offering and differentiate yourself in a crowded market. Most companies say they already optimize for customer experience but, for many reasons, few truly deliver on this promise. Common themes I have seen are difficulty translating a new vision into an executable strategy and resistance to change within the organization.
During the past two years, we have had the opportunity to work with a visionary company in the brutally competitive travel space where companies struggle for 1% annual gains in market share. Our goal was to redefine the customer experience by identifying key factors influencing group travel, social engagement, and ultimately customer retention. We then created a new experience optimized for our vision. By merging data analytics and predictive modeling, we drove digital product design with a laser focus on key user experiences. These new experiences are now being implemented throughout the customers’ journeys to redefine the service levels, and products delivered. Initial results are promising, with the company’s revenue growing over 100% in one year, from $325 million in 2014 to $692 million in 2015. Quite an achievement in the very competitive travel industry where margins are extremely tight and global competition is intense.
Achieving a 100% yearly growth cannot be done just by redefining a customer experience. It requires aligning stakeholders across the organization on the vision, defining specific strategies, and then delivering effectively on them. Starting by working with company leadership, we then aligned the UX (User Experience) strategy to drive key behaviors that increase customer loyalty, engagement, and conversion after identifying the key levers for increasing top-line revenue with a […]