You don’t have to trick your customer, just treat them like humans.
Customer Experience (CX) is dead. That’s right, you heard me. Placed in a coffin, buried 6 feet deep and topped with a gravestone. Dead.
In the mausoleum next to CX lies its famed predecessor: User Experience (UX).
So what does your brand need to focus on now? It’s actually quite simple: humans. We propose that in order to build a successful relationship between your brand and your consumer, you need to speak humanly and directly to them. Everything in between (whether it’s bad or it’s good) is just noise.
It sounds so simple. But sometimes we forget that our company is built and run by humans and our customers are, at the end of the day, people too. Why not speak to them that way?
Is it really that easy?
Actually, no. I’ll explain:
Nowadays, customers expect the UX standard and are even used to the CX standard. Because of this, they have higher expectations of the companies from whom they choose to purchase products and services. Today, people value corporate conscience. Meaning: companies need to have AND portray their values in a real and authentic way. We believe, this is increasingly as important to consumers as: cost, quality and customer service.
How do companies start thinking like a human?
In order to portray our humanity to our customers, companies must first organize around purpose. It’s all about the emotional connections. Your purpose should give your customers a reason to believe in your brand. This is followed closely by authenticity. If you don’t convey your purpose authentically, then consumers will see right through the facade.
Is it time to ghost on CX?
We certainly aren’t saying that you should say boo to your current UX and CX strategies completely. But you should definitely consider this more holistic, human-centric perspective. Never forget there is a human being at the end of your supply chain. And, we’re here to help you get started.
