Many big Nordic companies are doing well when it comes to product sales. But they could perform much more strongly if they focused on experience above all else – including the product itself.
This might sound like a shocking statement. After all, great products have always been the foundation of great businesses. While a solid product is still important, the customer experience has become the new core of any company that takes digital transformation seriously.
In the old days, the quality of your product was the focus of your entire customer experience, as well as all your marketing. But today, you don’t buy the iPhone just for the iPhone – you buy it for the whole ecosystem around it; the ways it connects to everything else in your life.
This principle doesn’t just apply to technological products like the iPhone, though. No matter what the product itself is, today’s customers expect positive experiences throughout the entire customer journey, from the initial path to purchase, to delivery of the product, to ongoing customer support and community.
A consistently positive customer experience is crucial because touchpoints abound in the modern marketplace. Instead of buying your product based solely on a cool TV advertisement, today’s customers will immediately go online to check the reviews – and to search for complaints on social media.
In short, while manufacturers can still help shape their product’s image, they no longer control it. That control now lies in the hands of consumers around the world. Manufacturer centricity has been replaced by customer centricity.
Adobe Symposium 2016 in Stockholm is all about customer experience
It really doesn’t matter how good your product is. If your customers are having poor experiences with your customer service, and are sharing those experiences online. By the same token, some companies can survive major quality problems – or even a product recall – because their customer service teams have gone the extra mile to give their customers a great personalised experience.
This is why we’re putting customer centricity, and the customer experience, in the spotlight at Adobe Symposium 2016 in Stockholm on October 5th.
We’ll be using this event as a platform to make sure top companies in the Nordics start understanding that customer experience comes first. The sold-out event will include three tracks, each of them jam-packed with inspirational speakers on customer experience, cross channel marketing, data driven marketing and related topics.
At the Symposium, we’ll be hearing keynotes from major regional players like Scania, Pandora, Bestseller, Clas Ohlson, and Varner Retail – all of which are already well on their journey to becoming “experience businesses.” These experts will provide first-hand insights on the areas of digital marketing that are creating the greatest impact right now – and in the near future.
Stay tuned to this blog for more details on the Symposium – including streaming videos and notes on some of the biggest talks.
For more information, visit Adobe Symposium Stockholm.