Tag Archives: CX

Insights as a Vehicle for Influence: Embracing the Omnichannel Customer Journey

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why next in our Insights as a Vehicle for
Influence series, we sat down with Claire Quinn, principal at Capre Group to discuss
the ever-changing retail space and how to embrace the omnichannel customer
experience.
Here’s what Claire had to say:
How is digital
reinventing retail?
Quinn: For
Millennial ‘digital natives’ and those GenX and Boomers who are early adopters,
digital has reshaped the traditional ‘role sort’ of consumers and
shoppers. Instead, people are shifting between ‘consuming’ modes and
‘shopping’ modes seamlessly, regardless of their physical location. 
Imagine this scenario to demonstrate these shifting
modes:  a young woman views a TV ad showing how a new lipstick will last
all day (consuming mode)’she researches user reviews online with her phone (consuming
mode)’then uses her phone app to check whether her local drug store carries the
brand (shopping mode)’ultimately ordering it for pick-up at her neighborhood
store (shopping mode). She has moved along the full path to purchase -
shifting between consuming and shopping modes – all from the convenience of her
own living room. 
It will be critical to understand the different decisions
people are making at each point along this new path, as well as the right
marketing touchpoints and content to share to drive conversion and reinforce
each purchase decision. 
What can retailers do
better to embrace the omnichannel customer journey and experience?
Quinn: The new
omnichannel world presents a great opportunity for retailers to partner with
manufacturers to successfully meet and exceed consumer/shopper
expectations. Manufacturers are experts in their categories, and can
provide deeper category leadership insights and perspectives than most retailers
can create on their own. And retailers know their shoppers extremely well,
having built incredible capabilities to target and engage their shoppers.
Together, manufacturers and retailers are able to
collaborate in new ways, such as to engage shoppers pre-store, getting brands
on the list of relevant household segments or to reinvent the aisle or
check-out experience, to provide added value to shoppers while driving
incremental impulse purchases. Working together to exceed shopper expectations
provides a triple win for everyone ‘ shoppers, retailers and
manufacturers. 
What are some shopper
insights lifecycle best practices you can share?
Quinn: One of the
most important things insights professionals need to keep in mind when planning
research is to ‘begin with the end in mind.’ Specifically, what is the
business problem you are trying to solve and how will the insights drive action
once the results are in?  
At Capr?? Group, we work with clients to delve into root
cause analysis and create hypothesis-driven assertions to guide research design
as well as post-research analysis and application. This approach helps to
ensure one is thinking through the full insights lifecycle before the Knowledge
Brief is even drafted. 

Want more on this
topic? Attend OmniShopper International this November in London, England. Learn
more here: http://bit.ly/2aSfoLS 

Differentiated Customer Experience: Easier Said

By: Rick Kieser,
Ascribe 

This post was recently
published on Ascribe’s
blog
.

Differentiated customer experience (CX) is a deceptively
challenging goal shared by growing numbers of companies. In a recent presentation on Digital
Marketing Trends
 by Mike Corak to
the Cincinnati AMA,
we heard a lot of valuable insights, but one statistic in particular caught our
attention.  On slide 36 in his presentation, Mike quoted an
independent study that said ’89% of companies plan to compete primarily based
on customer experience in 2016.’
It sounds smart and admirable, but what does really
mean to compete on customer experience, and what does it really take?  One
thing it means is ‘something different for every company,’ because to compete ‘
to differentiate ‘ means that you are setting yourself apart as better,
special, even unique.
Easier Said Than Done

In order to truly compete on the basis of differentiated
customer experience, you must:
1.      
Identify what makes (or could make) you special
IN THE EYES of CUSTOMERS
2.      
Understand the underlying drivers of your
differentiated customer experience
3.      
Deliver it consistently and monitor customer
sentiment relative to your differentiator
So how do you tackle the differentiation challenge and turn
it to your advantage?  The answer is this: ask, analyze, act and ask
again.  Simple, right?  Well asking can be, but what comes next can
set leaders apart.  If you process your open-ended feedback in context
with the rest of your survey data, you can very quickly generate actionable
insights to identify, understand, deliver and monitor your unique customer
experience.
Build on Customer
Feedback

In our own independent research, 91% of respondents said
they collect some kind of unstructured comments, but only about 60% do anything
at all with that feedback and a mere 30% drive their data all the way to real,
actionable insights.  That’s a far cry from the 89% who recently claimed
they would be differentiating based on customer experience!
To us, that translates tremendous opportunity for companies
to capitalize on assets they already have (survey data and open-ends) to
generate insights that can reveal and strengthen their own differentiated
customer experience proposition.

Customer Experience Conversations: Barry Collin

Today, the customer experience (CX) landscape is drastically
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.

That’s why we recently sat down with Barry C. Collin, CEO of
Collin Group, Inc., to discuss the state of CX today and what’s in store for
the future. Barry is speaking at the upcoming Total CX Leaders Conference 2015 this week
in Miami.
Here’s what Collin
had to say:

IIR: What is the
best customer experience you’ve had?
Collin: What
impresses me are outstanding customer service experiences from industries sometimes
cited for not being sufficiently customer-centric.
In a recent personal example, rarely do non-luxury car
dealers blow people’s minds with stellar CX. But the dealer I purchased my most
recent car did: they went so above and beyond in addressing my every concern,
need and want that I purchased two cars that day — one for me, one for my
wife. Since then, that dealer re-earns
that commitment from me with every predictive, polished and authentic omnichannel
interaction.
Some key takeaways include:
??        
Stellar Omnichannel CX pays. Exceeding my
expectations by such a great degree more than doubled the dealer’s revenue made
on my transaction. Not just in initial sale, but in ongoing services as well.
??        
If your industry sets the bar for CX, consider
it your baseline, not your target.
??        
Superior customer-focused, integrated omnichannel
experiences aren’t limited to premium brands. Training, attitude, the right
processes and technology can make any company achieve far beyond their
competition.
??        
CX breeds customer loyalty. That dealer knows
they have me for life…Or at least as long as they maintain their amazing CX.
??        
Bottom line: Show customers the love, and they’ll
show you the money.
IIR: What is top
of mind for you regarding customer experience in 2015?
Collin: 2015′s
major project for me is integrating today’s new omnichannel tech tools and
processes into organizational culture.  From
backend software of every type to in-store beacons, kiosks and screens, there
are an endless variety of options. Organizations are focusing on technical and
physical implementation. But often those tools upend organizational culture. And
culture eats tech for lunch.
A tech-enabled omnichannel approach is a sea change for
every company that was founded since, about an hour ago. It usually requires remodeling
the way everything is done and approached.
Resistance to change causes the majority of under-delivered
results, cost-overruns, and implementation failures today. That harms both
system providers and the companies who need to use their tools. It’s costing
everyone time, money, and lost opportunity.
So top of mind is what I call creating ‘Cultural Middleware”:
techniques and approaches you wrap around implementation to effectively
facilitate migration to tech-facilitated omnichannel. Creating appropriate
Cultural Middleware is not trivial. You must address as many potential points
of resistance as possible, and key to a specific company and its organizational
culture. One size doesn’t fit all.
For my work, I leverage the techniques I developed for
NASA’s scientists and engineers. Fortunately no one needs to be a rocket
scientist to make them work for their teams! It’s about bridging technology,
people and processes ‘ and sometimes, a whole new way of thinking. To avoid the
perils of change and complexity, those bridges are required. But the ROI is
unbeatable.
Some thoughts to keep in mind as you migrate to omnichannel
include:
??        
Most people don’t like hitting reset on the way
they do their jobs. Change is not only hard, it can feel truly threatening.
??        
You can’t address push-back to process and
mindset change through executive mandate
??        The need for Cultural Middleware is now a
reality and should be part of every smart partnership between solution
providers and companies seeking to become omnichannel. It ensures success for
everyone, including company teams, employees and ultimately their end customers.
??        
Exclusively for the Total CX Leaders Conference attendees,
I’m looking forward to presenting a keynote on my research and approach for Cultural
Middleware.  Attendees will leave the
session with new understanding and realistic action items. Together we can all
move omnichannel forward.
IIR: What is your
prediction for where customer experience is going this year and beyond?
Collin: This year
we’ll see real movement in omnichannel CX becoming a core component of products.
The customer will see less discrete marketing, sales or customer service. CX is
a whole-company integrated offering, laser-focused on the customer.
And success will all come down to who executes that integrated
offering best in their space. It’s exciting times for those who will seize the
opportunity and do it right.
Want to hear more
from Barry? Don’t miss his keynote session, ‘Transitioning to an OmniChannel
Culture by Creating Cultural Middleware’ at Total CX Leaders Conference 2015 this
week in Miami. For more information about the event or to register, click here:  http://bit.ly/1dGUoGj

Earn a FREE Pass to Total CX Leaders in Miami – Become a Guest Blogger

Earn a complimentary all-access pass to Total CX
Leaders 2015 by serving as a Guest Blogger at the event. As a Guest
Blogger, you’ll have access to the event’s comprehensive agenda attracting the
best in insights from around the world, right in Miami, Florida in June. You’ll
get a free pass to the event plus exclusive access to a networking
community and on-demand webinars, to help you grow and learn throughout the
year.
The Total CX Leaders Conference is the annual event for
customer experience thought-leaders to share best practices and overcome
challenges around the strategic alignment of customer centricity, innovation,
data, culture and more.
Guest Blogger responsibilities will include submitting one
post per week to The
Market Research Blog
 between now and the conference and attending
specifically assigned sessions at the event and blogging live or same day.
By participating as a Guest Blogger leading up to and at the
event, you’ll receive an all-access pass for the entire event, taking place June
3-4, 2-15 at the Trump National Doral in Miami, FL. In addition, Guest Bloggers
are responsible for their own travel and lodging. Learn more about the
event by visiting our website:  http://bit.ly/1GHBTO1
Apply today by sending your name, title, company, short
biography and links to your blog or writing samples, along with a few sentences
about why we should choose you to be our 2015 Guest Blogger to Amanda
Ciccatelli at aciccatelli@iirusa.com. We will review your submission and
contact the chosen Guest Bloggers directly with more details.
We hope to have you join us in Miami!
All readers of our blog receive an exclusive $100 off the
current registration rate with code TECH15BL. Register here: http://bit.ly/1GHBTO1
Cheers,
The Total CX Leaders Team
@Total Customer
#TCXL15
Themarketresearcheventblog.iirusa.com

Customer Experience Conversations: Janet LeBlanc

Today, the customer experience (CX)
landscape is drastically changing with the explosion of new and emerging
technologies affecting the customer journey. With all of this change, it is now
more important than ever to understand what it takes to create a strategic
customer experience program.
That’s why we recently sat down with Janet
LeBlanc, president, Janet LeBlanc + Associates Inc., to discuss the state of CX
today and what’s in store for the future. She is speaking at the
upcoming Total CX Leaders Conference 2015 this
spring in Miami. 
This year, the two-day conference brings
together thought-leadership to focus on higher level thinking around the
strategic alignment of customer strategy, technology and business aspirations.
Linking data driven behavior to business results, designing next generation
customer experiences and measuring the impact of your customer programs is the
difference between great and greater.
Here’s
what LeBlanc had to say:
IIR: What is the best customer experience you’ve had?
LeBlanc: The best customer experiences’the type of interactions that make me
shout-out and tell everyone about how a company has made me feel’are those interactions
where I know a company has paid attention to every detail. They have created moments
for employees to make memorable connections with me and recognize that the
‘devil is in the details.’ It is the little things, micro-moments that stand
out and speak so loudly about a company. Customer-centric organizations define
the moments that matter most to customers and design an experience that shows it
makes every effort to exceed expectations.
IIR: What is top of mind for you regarding customer experience in 2015?
LeBlanc: Teaching senior leaders how to build a customer-centric culture is
what’s top of mind for me in 2015. The senior leader is fundamental to the
success of any customer experience transformation. Our North American Study on
Customer Centricity shows that less than half of those surveyed consider
customer experience a recurring leadership agenda, and 67 percent don’t
consider their companies’ leaders to be customer centric. Our goal is to
educate the senior leader on how to be a role model for customer-centric
behaviors. Customer-centric leaders channel the voice of the customer and build
strategic alignment across the enterprise that creates a company-wide focus on
the customer.
IIR: What is your prediction for where customer experience is going this
year and beyond?
LeBlanc: We predict more organizations will embrace customer experience as a
cultural imperative and recognize it as a competitive differentiator. Almost
three quarters of business leaders who took part in our North American Study on
Customer Centricity are in the early stages of transformation towards a customer-centric
organization. Those organizations that have achieved customer centricity have
the commitment of the entire organization. They understand the ideal customer
experience and how to consistently deliver it across multiple channels.

Want
to hear more from LeBlanc? Don’t miss her keynote session, ‘From Lip-Service to
Measurable Change: How to Drive Customer-Centricity’ at Total CX Leaders
Conference 2015 this June in Miami. For more information about the event or to
register, click here: http://bit.ly/1GHBTO1

Customer Experience Conversations: Brian Byrne

Today, the customer experience (CX) landscape is drastically
changing with the explosion of new and emerging technologies affecting the
customer journey. With all of this change, it is now more important than ever
to understand what it takes to create a strategic customer experience program.

That’s why we recently sat down with Brian Byrne,
president of Aviador and Associates, to discuss the state of CX today and
what’s in store for the future. Byrne is speaking at the upcoming Total CX Leaders Conference 2015 this
spring in Miami. 
This year, the two-day conference brings together
thought-leadership to focus on higher level thinking around the strategic
alignment of customer strategy, technology and business aspirations. Linking
data driven behavior to business results, designing next generation customer
experiences and measuring the impact of your customer programs is the
difference between great and greater.

The first question we asked Byrne was ‘What is your best
customer experience’? He replied without hesitation, ‘Singapore Airlines,’ which
he takes the airline often when traveling to Asia on business.
‘They really know how to delight you with the little things,
whether it’s how they greet you when you board the plane, or even online when you
first have the initial experience booking the flight. Everything is seamless,
delightful, and it appeals to all of the senses’The whole thing wraps together
into a really, wonderful experience.’
When it comes to empathy and emotion, Byrne knows just how
important they are to customer experience. Since so much of our lives are
technologically-oriented and mechanical, so we really respond to things that
appear authentic and human and real.
‘There’s a real craving right now in our high-tech society
for some of these timeless , classic, human touch points,’ he said.

Hear the full
interview below:

Want to hear more
from Byrne? Don’t miss his keynote session, ‘Classic Patterns of Competitive
War Gaming’ at Total CX Leaders Conference 2015 this June in Miami. For more
information about the event or to register, click here:  http://bit.ly/1D5FoX1

SoundCloud Innovates Customer Experience

Retail companies today are constantly looking to create a
more unique and personalized customer experience through innovative strategies.
In a recent poll by FastCompany, the 50 top innovative companies at present
were decided. The company that stands out the most for me is SoundCloud.
SoundCloud is currently now is now the world’s largest
single audio platform used by DJs, musicians and other creators. It has 12
hours of content being uploaded every minute and is a revolutionary platform
for upcoming artists to publish their work in the hope that it may be discovered.
It is not just for DJs and music specific artists either; podcasts, audiobooks
and many more are uploaded. There is even a page by NASA that plays audio clips
of what’s happening in space.
The audio company has designed itself to make sure
everything is catered for the convenience of the user. Personally, as someone
with a huge enthusiasm for music and new artists I find SoundCloud is a great
platform for exploration within different genres. With a Soundcloud profile I
can see trending music which people are enjoying at that time and can ‘like’
them so I can listen to them anytime on my profile. There is also an option
when listening to the song to add to a personal playlist for others to listen
to and share in your musical preferences that may not have heard before.
The sharing component of SoundCloud is what I believe sets
it apart from other audio platforms. The sharing is key both on and off the
site. On the site, it is a great tool for sharing new music and a feature that
I believe is key when putting out new music is people’s ability to comment on
it. 
However the comments are not just at the end of a song but comments can be
made mid song, at different times. So for and up and coming artist they can put
out new material and if people dislike certain bits the artist can go away and
rethink which is incredibly useful in producing new music.
Sharing on social media using SoundCloud is also much easier
than with other audio sharing platforms. Soundcloud clips can be embedded into
social media posts such as tweets or Facebook posts and so can be played with
one click without being taken to a new webpage. Recently, SoundCloud introduced
ads, which now gives artists an opportunity to share in the money from the ads that
play before some audio clips. This gives more popular trending artists revenue
as well as exposure on the site.
SoundCloud has expanded massively since its creation and now
has apps available so it can be accessed on the move and for premium users,
offline as well. The audio platform provides users with a way of not only
finding music they love but collecting their favorites to be listened to and
shared with each other in playlists. Audio is a huge medium for people’s
enjoyment and Soundcloud’s innovative design is convenient and useful for
customers. I believe it will continue to grow, dominate it’s field and help
discover new talents.

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com

Creating a Millennial-Friendly Customer Experience

Retailers today are striving to make sure that their companies provide a millennial-friendly customer experience. As a millennial myself, I have been fortunate enough to have grown up in a more advanced technological world where I, like many others in a similar age bracket, will have been more tech savvy than their parents by their early teens. Customer experience for millennials has been molded by the increasing number of platforms available for retail and this creates opportunities and challenges for retailers.
Monitoring online social experiences are seen as a must for retail companies; consumers are often flocking to the web to look for answers to issues as well as contacting a call center or an online chat for information. The web has a huge number of forums and communities where consumers go to discuss products and are in my eyes a great resource for gaining first hand insights into exactly what customers want or think about products. Often, companies only monitor comments from customers on their own sites and may miss people’s comments from sites such as TripAdvisor or other discussion rooms.
Social media sites such as twitter are now becoming a popular resource for companies to talk to customers. According to Forbes, millennials take up 29 percent of the twitter-sphere and use the platform for commenting on purchases; leveraging the resource to monitor posts and often responding via twitter can give the customer a sense of being personally looked after rather than having to wait on hold whilst a customer representative at a call center keeps you on hold for three hours.
Giving the customer a more personalized feel is deemed another priority in giving a better customer experience. Repeating personal information that could have been retained by companies I find very irritating. Fundamental information such as contact information and home addresses I expect to be able to be seen across different platforms and having to re-input information could put customers off returning. Being able to access personal information and interests is key to giving a customer a comfortable and easy experience. Online retailers such as Amazon and ASOS retain previous purchase information or what has been searched for in order to give suggestions. I believe the next step would be to take that technique in store.
The world is becoming far more interconnected; so I believe creating systems that register a smartphone when a person has entered a store can bring up information of again past purchases so that a shop assistant would be able to give the customer a more personal experience.
Catering to the desires of the millennial generation could be a great opportunity to boost customer satisfaction. Other strategies could be being more engaged in price comparison or giving more of a story behind a product rather than just it being made for profit. TOMS shoes is a prime example, it helps the consumer appreciate the company for doing something to help rather than just making money. Millennials have grown up in a world where global issues such as poverty and climate change are often at the forefront of discussions; so creating a retail platform that goes beyond wanting to make an easy buck, for me and I’m sure many others, would be the difference in choosing between two retailers.
About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

Key Consumer Trends That Are Changing the CX Landscape

Today’s consumers are increasingly empowered in the brand-customer relationship with high expectations. Trends such as peer armies, honest flexibility, personalization, customized experiences, dynamic pricing, and transparency are changing the CX landscape. 

What do these trends mean for you and your customer experience program? Is your CX Strategy able to accommodate this shift? Join Keynote Maxwell Luthy, Director of Trends & Insights, trendwatching.com as he showcases cutting edge customer experiences at the Total CX Leaders Conference. Check out our interview with Maxwell on our blog: http://bit.ly/1NB8A0T

Total CX Leaders Conference
June 3-4, 2015
Trump National Doral
Miami, Florida
Key Consumer Trends to Kick Ass With… Now!
This session will be packed with examples of cutting edge customer experiences from leading brands (and innovative startups) from Boston to Beijing. Attendees will get all the inspiration and insights needed to tap into – and profit from – the hottest consumer trends, today. Your takeaways:
??         A fast, exciting download of key current consumer trends
Inspirational examples of businesses and brands already applying those trends to enhance the customer experience
??         A conceptual framework that can turn any business professional into not only a trendwatcher, but an instigator of winning new business innovations, too!
2015 Speakers Joining Maxwell on stage, include:
??         Darryl Speach, Chief Customer Officer, Greystone & Co, Inc.
??         Michael Lenz, Global Director of Brand Experience, Cisco
??         Diane Magers, Office of the Customer Mobility and Business Solutions, AT&T
??         And, many more!
Download brochure for full conference details: http://bit.ly/1C25lLj
To establish a compelling customer experience practice brands must ensure their 2015 customer experience is personal, effortless and contextualized across all channels. Join your peers this June in Miami, as we explore the trends, techniques, and tools to implement a successful CX Strategy.
Use code TCXL15BL for $100 off the current rate. Register today: http://bit.ly/1C25lLj

Best,
The Total CX Leaders Team
@TotalCustomer
#TCXL15
Customers1stblog.iirusa.com

Customer Experience Conversations: Maxwell Luthy

Today, the customer experience (CX) landscape is drastically changing with the explosion of new and emerging technologies affecting the customer journey. With all of this change, it is now more important than ever to understand what it takes to create a strategic customer experience program.
That’s why we recently sat down with Maxwell Luthy, director of Trends & Insights at Trendwatching.com, to discuss the state of CX today and what’s in store for the future. Luthy is speaking at the upcoming Total CX Leaders Conference 2015 this spring in Miami.

This year, the two-day conference brings together thought-leadership to focus on higher level thinking around the strategic alignment of customer strategy, technology and business aspirations. Linking data driven behavior to business results, designing next generation customer experiences and measuring the impact of your customer programs is the difference between great and greater.
Here is what Luthy had to say:
IIR: What is the best customer experience you’ve had?
Luthy: Like many people, I clearly remember my first Uber. Beyond the convenience, value for money and seamless payment, the highlight for me was when I stepped out of the vehicle at my destination and saw the app’s prompt to rate the driver. It was easy to do and the journey was fresh in my mind. I particularly love how the drivers are also able to rate passengers. There are legitimate concerns about discrimination as a result of the ratings, but putting the responsibility back on to the customer to be a pleasant and punctual passenger is genius.
So much today shows how consumers are increasingly empowered in the brand-customer relationship. It’s nice to see a little power back in the providers’ hands! The customer experience benefits from both parties’ involvement in the two-way rating system. Without sounding too idealistic, drivers and passengers may become more courteous to each other around the world.
IIR: What is top of mind for you regarding customer experience in 2015?
Luthy: One of the major themes we’ve witnessed at Trendwatching.com, is how consumers are taking expectations that were cultivated online, offline. Customers who’ve grown accustomed to the personalization, customized experiences, dynamic pricing, and transparency of the online world increasingly demand those perks in the real world. Many of the trends that we track reflect this shift.
Brands must use customer data (with permission), new technologies, and old-fashioned, people-powered customer service to make sure the 2015 customer experience is personal, painless and contextualized across all channels.
IIR: What is your prediction for where customer experience is going this year and beyond?
Luthy: One way that many of the fastest growing startups around the world are providing superior customer experiences is by employing ‘peer armies.’ By utilizing a network of peers who aren’t traditional employees, businesses are able to provide local, personalized services at a national or even global level. That’s how Instacart affordably delivers products from its customers’ favorite stores in one hour. Peers can even be utilized to provide authentic product reviews, Made, a UK-based furniture e-tailer allows shoppers to view photos of products in the homes of customers who’ve already bought them. The shoppers who’ve uploaded the photos are proud of their homes and happy to improve the customer experience for others.
Another trend we will see more of is ‘honest flexilibity.’ This is where brands are honest about the limits of their product or service (they communicate it clearly to customers), yet they are as flexible as possible with their efforts to find a solution.
A great example is from BMW, who knew people hesitate to purchase an electric car when they suffer from ‘range anxiety’. In other words, what if I need to do a long journey and the battery runs out? Rather than skirt around the issue or use marketing to allay the concern, they created the ‘Add-on Mobility’ program, where those who purchase the all-electric BMW i3 can register to access other, gas-powered BMWs should they need one. This trend is exciting because firstly, it taps into the new reality that brands must be honest and open about their limits, because in the digital era consumers find out everything. Secondly, it reflects how flexible they have to be to meet consumers every increasing expectations.

Want to hear more from Luthy? Don’t miss his keynote session, ‘Key Consumer Trends to Kick Ass With’Now!’ at Total CX Leaders Conference 2015 this June in Miami. For more information about the event or to register, click here: http://bit.ly/1wDWAqv