CXM aims to integrate as many points of contact and perception as possible of the customer. All customer-oriented processes and interactions should generate positive and seamless customer experiences. Some companies have already developed clever and effective methods to make the customer experience special and to meet or even exceed the needs of the customers.
IKEA: Self-Service Checkouts
To shorten the waiting time at checkout, the furniture giant has been offering self-service cash registers for some time. In order to prevent chaos and, in the worst case, even longer queues, employees on-site support this process and give customers a hand. The service staff are friendly and competent and help to make shopping even more pleasant. Why is that so special? Most self-service checkouts are only equipped with alarm systems that are activated as soon as the customer makes a mistake or there is a problem. IKEA has recognized that this is an additional stress factor for buyers and is now making the customer experience much more positive thanks to the small additional effort for customers.
Dunkin’ Donuts: Store Locator
Dunkin’ Donuts has also recognized the needs and wishes of its customers and consequently optimized its own processes and service. The typical customer does not want to enjoy his donut comfortably with a cup of cappuccino. Rather, most customers are “on the run” and visit a Dunkin’ Donuts store, for example on their way to work, to quickly get a small breakfast and a coffee. Equipment, modern interiors, or free Wi-Fi are not important for customers. Little time and little appetite for a small snack—what customers really want is information about where the nearest store can be found so that they can get their donut as quickly as possible. Dunkin’ Donuts recognized this need and developed an app that actually only has this one goal: to tell the customer the nearest branch. Small extras such as information on opening times or mobile coupons naturally also contribute to customer satisfaction.
Media Markt: Delivery Information
We’ve all been there – you order a product and the delivery should be coming today. You spend the whole day at home so you don’t miss it. If you are unlucky, the delivery won’t even be carried out for unforeseeable reasons and you have waited all day in vain.
Media Markt recognized the customer’s wish to receive up-to-date information on the status of the delivery and acted. Customers who have made a larger delivery at the electronics retailer receive detailed information on the status of the shipment. A call a few days before delivery informs you of the current status and transmits the delivery day and time. In addition, the service provider reports 30 to 60 minutes in advance so that customers can prepare for the delivery. In addition, he receives a link for shipment tracking, which enables him to track the exact location of the van and to see the number of customers in front of him. In this way, customers can plan accordingly and assess whether they still have time to pop out for smaller errands—and don’t pointlessly waste their day.
McDonald’s: Order via Touch Screens
The American fast-food chain McDonald’s recognized some time ago that there is still great potential for improvement in the ordering process in the local branch. That is why there are now more and more branches offering touchscreen displays, allowing customers to place their orders. These accelerate the ordering process, relieve the staff, and at the same time allow customers to easily personalize the menu, for example by being able to put together burgers themselves. This also minimizes the frequency with which errors occur with complex orders since customers enter them directly into the system themselves. In this way, the customer experience is enriched with digital methods and increased customer satisfaction.