Target market thinking is in fact: putting on glasses that allow you to look at your target group differently. With which you not only see the outside (the facts), but also the inside (someone's personal motivations). Target group thinking is daring to look beyond what your first impression says. Not the cold numbers, but experience and emotion are the magic words.
Some examples of brands that have fully stepped into the skin of the consumer, and thereby realizing a perfect customer experience are Netflix and Amazon.
Netflix as absolute king of the customer experience
Netflix realizes on a deeper level that they are selling "attention" rather than entertainment. They know that they are not just competing with other streaming services, but rather with anything and everything that takes consumers away from Netflix. The company stated in its 2018 annual report that they compete more with ‘Fortnite' than HBO's streaming service and so Netflix became content creators with their Netflix originals.
Netflix's obsession goes far beyond data, algorithms, and fantastic personalization. When Starbucks' secret is a smile when you get your latte, Netflix's secret is that the website adapts to each viewer's taste. In fact, they are so serious about this that they call it "consumer science": using a scientific methodology to form hypotheses. They are then tested to develop a culture of customer obsession and discover what captivates customers. Consumer science drives their ultra-customized experience, and it's why their own content, such as "Black Mirror" and "The Queen's Gambit," is so extremely popular. Netflix knows what their consumers like to watch, so they create this content themselves.
Amazon
Another example of a retailer that is known for delivering a perfect customer experience is Amazon.com, and particularly with their relatively new concept of Amazon Go.
Amazon is known for its seamless shopping experience, with a user-friendly website, fast shipping, and a wide range of products at competitive prices. Its customer service offers a 24/7 support through multiple channels. Customers benefit from the company's easy-to-understand return and refund procedures, which make doing business with them hassle-free. Amazon’s personalized recommendations and product reviews sets the customer experience apart from its competitors. Customers can find the things they want more easily thanks to the company's algorithms, which offer recommendations based on their browsing and purchasing history. It also builds trust and confidence in the business to have access to consumer feedback before making a purchase.
With amazon go, the company has outdone itself again. It is the most advanced shopping technology in the world. A concept designed to offer customers an even better shopping experience by eliminating the checkout process, which is widely considered the most frustrating part of conventional shopping.
Customers enter an Amazon Go store, pick up what they need, and walk out. The store uses sensors, computer vision, and deep learning algorithms to track what customers are taking from the shelves. When a customer exits the store, the things they took are automatically debited to their Amazon account.
Removing the necessity for customers to wait in line to pay for their items provides a quicker and more convenient customer experience. Also, the stores can be smaller and more efficiently designed without checkout lanes or cashiers. This makes it easier for customers to find what they are looking for.
Overall, Amazon's emphasis on providing excellent customer service has been a major factor in the company's success, and the company is largely acknowledged as a leader in the sector.
Are you going to be the next king of the customer experience?
In today's highly competitive market, businesses that prioritize customer experience are more likely to succeed. They are better suited to attracting and retaining customers, increasing sales, and developing a strong brand reputation. A positive customer experience can turn customers into brand ambassadors who share their positive experiences with others, resulting in increased brand awareness and growth.
In today's world, customers have more options than ever before, and they are willing to switch brands if their needs are not met. Providing an excellent customer experience is no longer an option; it is a necessity. So, what are you going to do to take your customer experience to the next level?
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