Why “Good” Customer experience is not enough?

In the contemporary business landscape, customer experience (CX) has emerged as a critical differentiator. Companies across industries are investing heavily in enhancing CX, aiming to deliver seamless, personalized, and engaging interactions at every touchpoint. However, while a good customer experience is undeniably crucial, it is no longer sufficient in itself. To truly stand out in today’s hyper-competitive market, businesses need to go a step further and activate their customers with shareable elements.

In recent research, it has been observed that exceptional customer experiences are driven by novel, cross-functional collaborations within organizations.

The responsibility of delivering a superior customer experience is no longer confined to frontline sales representatives or a dedicated customer experience team. Instead, it has become a collective responsibility, with every individual in the organization playing a crucial role. This shift underscores the need for a holistic approach to customer experience, where all departments work in synergy to understand and meet customer needs, thereby creating a seamless, personalized, and engaging customer journey. ( Harvard Business Review, 2023)

Understanding the Limitations of Good Customer Experience

Before delving into why shareable viral elements are necessary, it’s important to understand the limitations of relying solely on good customer experience.

Firstly, a good customer experience is now a basic expectation. Customers today are more informed and discerning than ever before. They expect businesses to understand their needs, preferences, and pain points, and to deliver personalized, seamless experiences. Therefore, while a good customer experience can help retain customers and build loyalty, it is unlikely to create a significant competitive advantage.

Secondly, a good customer experience does not necessarily translate into customer advocacy. While customers may be satisfied with their experiences, they may not feel compelled to actively promote the brand or product to others. This is a significant missed opportunity, as word-of-mouth marketing is one of the most effective forms of advertising.

The Power of Shareable Elements and Activating your customers

The concept of activating customers with shareable, or viral, elements is a powerful strategy that businesses can leverage to enhance their brand visibility and customer loyalty. These viral elements are aspects of a product, service, or brand that are designed to be easily shared within customers’ networks. They can take various forms, such as unique product features, compelling brand stories, interactive content, or even straightforward referral programs.

A viral customer experience is one where the customer’s interaction with a product or service is so seamlessly shareable that they are naturally inclined to share their journey. This effortless shareability is a key characteristic of viral elements. It’s not just about creating an exceptional customer experience; it’s about creating an experience that customers want to share with others.

The ultimate goal of integrating shareable elements into your customer experience strategy is to transform customers into brand advocates. When customers share these elements with their networks, they are effectively endorsing the brand. This act of sharing serves as a powerful form of word-of-mouth marketing, which not only increases brand visibility but also builds trust. People are more likely to trust recommendations from their peers than traditional advertising, making this a highly effective way to attract new customers.

But the benefits of viral elements extend beyond increased visibility and trust. They can also foster a sense of community among customers. When customers share their experiences or engage with shared content, they are participating in a shared narrative. This shared narrative can create a sense of belonging among customers, deepening their emotional connection with the brand. This emotional connection can enhance customer loyalty, as customers are more likely to stay loyal to brands that they feel emotionally connected to.

Activating customers with shareable elements is a powerful strategy that can enhance brand visibility, build trust, foster a sense of community, enhance customer loyalty, and provide valuable feedback. It goes beyond delivering a good customer experience, turning customers into active participants in the brand’s narrative.

Implementing Viral Elements

Implementing viral elements requires a deep understanding of your customers and what they value. Here are a few strategies to consider:

Create Unique, Shareable Content: This could be engaging blog posts, infographics, videos, or interactive content that customers would want to share with their networks. The content should be relevant, valuable, and aligned with your brand values. Viral CX helps customers to build irresistible customer journeys by mapping the journey and refining it with actions full of contagious elements.

Leverage User-Generated Content: Encourage customers to share their experiences with your brand or product. This could be through reviews, testimonials, or social media posts. User-generated content is inherently shareable and can significantly boost brand credibility.

Implement a Referral Program: Referral programs incentivize customers to share your brand with their networks. The incentives could be discounts, freebies, or exclusive access to new products or services.

Tell a Compelling Brand Story: People love stories, and a compelling brand story can be a powerful shareable element. Your brand story should be authentic, relatable, and inspiring, and it should resonate with your target audience.

1. Understand Your Audience: Before you can create a viral brand story, you need to understand who your audience is, what they value, and what kind of content resonates with them. Use market research, customer feedback, and social listening tools to gain insights into your audience’s preferences and behaviors.
2. Craft a Unique and Authentic Narrative: Your brand story should be unique and authentic, reflecting your brand’s values, mission, and journey. It should be a narrative that only your brand can tell. Authenticity resonates with audiences and makes your story more shareable.
3. Make it Relatable: People are more likely to share stories that they can relate to. Your brand story should evoke emotions and touch on experiences or values that your audience can identify with. This could be a story of overcoming challenges, a story of innovation, or a story that reflects your commitment to social or environmental causes.
4. Use Engaging and Shareable Formats: The format of your brand story can significantly impact its shareability. Consider using engaging formats like videos, infographics, or interactive content. For instance, a short, compelling video that tells your brand story can be a powerful viral element.
5. Incorporate a Call to Action: Encourage your audience to share your brand story by incorporating a clear call to action. This could be as simple as asking your audience to share the story with their networks, or it could involve a more interactive element, like a hashtag campaign or a contest.
6. Continually Evolve Your Story: A brand story is not a static element. It should evolve with your brand and continue to reflect your brand’s journey, achievements, and aspirations. Regularly updating your brand story can keep it fresh and engaging, increasing its viral potential.

While a good customer experience is crucial, it is not enough in today’s competitive business landscape. Businesses need to activate their customers with shareable elements to turn them into brand advocates, increase brand visibility, and build a stronger emotional connection with their customers. By doing so, they can not only enhance customer loyalty but also gain a significant competitive advantage.