Getting the customer experience right requires empathy. It?s the ability to understand and the ability to solve a problem.

There are situations where customers need to be more informed or have made misinformed decisions. When these customers are guided well during the interaction with your brand, say in helping with the right amount of sum insured for a vehicle or policy type and providing adequate service. When you provide informed choices to the customer, it is most likely they will keep coming back.

Brands that empower employees to undertake a nominal business expense with no questions asked can drive customer delight. If a service staff identifies a life event for a customer, say a birthday or anniversary and sends across cake or wine. Now that is going to create memories with the customer and delight. Empowerment of employees goes a long way to driving experiences. The Hotel Oberoi chain is known to have instituted such programs.

Technology & process limitations can be frustrating for customers. In the case of an airline, the miles redemption process is fairly hard coded. Then there are situations where customers' miles are expiring, or an award seat is not easily available due to system configuration constraints. When the customer calls the call centre asking for a solution, how businesses respond to commercially reasonable asks and enable the transaction for the customer will drive delight. To make this happen, both empathy & empowerment will need to be part of the brand ethos.

Superpowers?

We have an idea. It is not a power ring, nor does it shoot laser from its eyes. We call it x-ray vision. It lets you see if your customers are happy or disappointed, if they are loyal to your brand or if they would like to move on with another option. This superpower can tell you if they are aware of your current offers and promotions or if they are forgettable in their minds. The superpowers of CX allow every brand to see through the eyes of their customers.

The DMAasia Brand Trail is a new concept introduced to the marketing community. A unique representation of insights from a variety of industries, ranging from eCommerce and financial services to food and property.

The DMAasia Brand Trail for CX Superpowers was held in Mumbai & Gurugram on 10th Nov and 17th Nov. It was an interactive session which has garnered industry-wide participation from over 40 CxOs in attendance.

We started with a simple objective: collectively finding what it will take to win in 2023 and how brands can grow at scale.

The perspectives mentioned here have been captured at the Cx Superpowers event by our team at DMAasia. It's a wealth of techniques that you can deploy for your brand.

What is your brand's favourite superpower? Let us know and we would love to get you featured here at the DMAasia Brand Trail.

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