There are moments that matter… moments that shape how we feel and what we believe about our favorite brands and products. Think about when you opened your first iPad or other Apple device – a moment that Apple designed to be special, simple, and beautiful creating an instant love of the product purchased. Creating a customer experience model that works in business-to-business (B2B) companies is more challenging than for companies like Apple, Nike or Tesla. There are many B2B organizations that create unique and differentiated customer experiences, and they are successful companies.
Begin with your customers. Yes – speak to them and listen to what they have to say. They will tell you the moments where they wish they had a partner to help them:
- Their first presentation to the Board
- A team to co-create and innovate a future product or service line
- A partner that can envision the future with them
Through discussions with your customers, you will learn where and how they aspire to go forward, and you will map out some of those moments that matter most to your customers. These are the occasions that can help to shape the customer experience model for your company.
Some of you may believe that customers don’t have a vision unless you put the idea in front of them. At Farland Group, we find that co-creation can improve the experience and engagement you have with your customers. This doesn’t require you to bend to every customer request, but it does require a focus on the experience. How are you engaging your people, products and services to help define memorable customer moments?