— Rich Vallaster III (@richviii) August 23, 2016
The focus at Disney Institute’s recently concluded Customer Experience Summit, in Orlando, Florida, was the Customer Experience (CX), from small businesses to industry giants.
At this event, the Walt Disney Company, arguably the leader in customer service brought together key executives and seasoned faculty and nearly 250 leading business professionals from over 12 different countries to share the best practices in building a customer service-oriented culture.
Historically, businesses have focused most of their efforts on creating, developing and promoting their brands. While this is a critical component in the lifecycle of successful enterprises, those who want to differentiate themselves must now focus on what Brian Solis, a digital analyst with Altimeter Group, defines in a Forbes Magazine article as the “Brand-Defining Customer Experience.”
Solis writes: “Customer Experience is the next battlefield for brands. Those that get it right will not only create long-lasting customer relationships but will also earn a significant competitive advantage over those that solely compete on product, price or promotion. On the other hand, companies that do not master the art of customer experience will lose relevance and market share over time.”
What is CX you may ask?
There are many popular definitions of CX, but Solis best defines it as, “CX is the sum of all the moments and interactions a customer has with a company, either directly or indirectly, not any one thing. It’s the company’s promise, brand, partners, products and everything and every person who touches the customer in some way.”
Why is it so important?
Though most companies tend to consider closing a sales or renewal as their biggest achievement, for the customers, that’s just the start of their journey. According to Oracle’s Global Insights on Succeeding in the Customer Experience Era report, 89% of customers say they have switched brands because of poor customer experience. Such hard stats are hard to ignore, and indeed should not be ignored.
Continued focus on CX at a2z
At a2z we have always strived and will continue to strive towards excellence in customer service. We are relentlessly committed to improving our customer’s experience as well as their attendees’ and exhibitors’ experiences through continued improvements in our customer service endeavors.
I look forward to further exploring some of the crucial topics covered in the Disney CX Summit in a series of articles on this blog, and sharing my ideas on how these can be applied to the events industry. If your organization has started to discuss CX for your attendees and exhibitors, we want to hear about it!
More to explore: