EXPERIENCE
IN A WORLD FULL OF COMPLICATIONS , LET ’ S GET BACK TO THE BASICS WRIT TEN BY: STEVE SOECHTIG, GLOBAL CEO, OGILV Y EXPERIENCE
Customer expectations have reached an alltime high, especially when it comes to digital interactions. What once may have been touted as a differentiator or emerging trend has quickly become the expectation. Regardless of whether I’m in the jungles of South America or traversing the polar icecaps, on a mountaintop in Colorado or on an airplane flying over the Atlantic, the expectation is that I, as a customer, am going to have digital access to complete whatever action I desire at that very moment. Further, I expect that the digital experience knows who I am and anticipates what I’m
This may seem obvious, but you’d be surprised at how many brands we work with that dive right into a solution, before clearly articulating what the objectives are and should be. It’s like going straight to the HOW without really thinking through the WHY. It’s human nature to want to go fast and get things done, but in a world where experiences define and drive the customer’s perception and relationship, this can be make or break for your brand.
hoping to do. I also expect that the digital
Given that, the questions you should ask are
experience will capture everything that I’ve
simple:
done to date, so that in the future when I’m
accomplish? What challenge are you trying
interacting with an employee of the brand in
to overcome? Is the goal to acquire new
a physical experience, that individual has full
customers or increase the number of customers
visibility into all of my previous interactions…
that are currently engaging with your brand?
all without me realizing or recognizing that this
Are you looking to enter a new market? Are
data is being captured and retained.
you looking to capture the attention of a new
If that sounds like a ridiculously high bar, it is. However, it’s the realty of today. The stakes are high, and the expectations are even higher. So, what do brands today need to do to succeed in
What are you ultimately trying to
demographic or socio-economic group or even geographic group in that regard? What is it that you’re trying to accomplish and what does success look like?
a world full of unreasonable customers, each
Once you’ve defined your desired outcome,
of which have continuously evolving demands
you can then start to work backwards from
and expectations? This article outlines several
that end state to create a roadmap and plan to
steps that you and your organization can take
realize that objective.
to stay current with the expectations of your market.
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FIRST, ALWAYS START WITH OBJECTIVES.
