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Expert Advice for High-Growth Businesses

Delivering a Winning Customer Experience

In today’s digital economy, customers call the shots. The rise of online shopping has placed them firmly in the driver’s seat. They have instantaneous access to infinite information, right in their pocket—so if your company doesn’t satisfy their needs, they’ll move onto the next website without a second thought.

So, how can growing companies successfully differentiate themselves in the ecommerce space and compete with the big guys, like Amazon and Walmart?

Through an unrivaled customer experience.

To get insight on how owners and executives can create a winning customer experience that differentiates their companies, Oracle SMB asked the Twitter community to weigh in during a recent Tweetchat, Delivering a Winning Customer Experience in 2018. Continue reading to see the answers we received. 

Why is customer experience such a hot topic in the SMB space?

Unless your product is truly unique, it’s the only way to differentiate. SMBs may not have size and scale, but they can serve. It’s the differentiator.
– Whitney Johnson (@JohnsonWhitney), Keynote Speaker and Author of Disrupt Yourself: Putting the Power of Disruptive Innovation to Work

Every generation of buyers now says that the experience matters more than the product itself.
– Carla Johnson (@CarlaJohnson), CEO of Type A Communications and Author of Experiences: The 7th Era of Marketing

We are in the age of instant gratification or instant vilification, customer experience is important to make/break a brand.
– Chitra Chauduri (@ChitraChaudhuri)

With so many things vying for customers’ attention, the simple sell-and-go (and hope they return) isn’t enough. We need to keep them engaged.
– Sonia Harris (@Harrisonia)

How have customer expectations changed in the last 5 years?

50% of a decision to buy is made before point of sale, customer experience is the swing factor. No more love ‘em and leave ‘em. You used analytics to sell me, now use them to serve me.
– Whitney Johnson (@JohnsonWhitney), Keynote Speaker and Author of Disrupt Yourself: Putting the Power of Disruptive Innovation to Work

Customers want a more bespoke customer experience, tailored to their individual tastes, preferences, and above all else, convenience.
– @DivasDelite

How can companies determine and prioritize the unmet needs of their customers?

First, ask people what they want, focusing on pain points that involve intense emotion. Those are real needs. Second, use analytics to watch what people do. See @SethS_D Everybody Lies. Third, triangulate by looking at what people say—through the filter of what they do.
– Whitney Johnson (@JohnsonWhitney), Keynote Speaker and Author of Disrupt Yourself: Putting the Power of Disruptive Innovation to Work

Determine or know? Personas will get you closer to determining; surveys and conversations let you know for sure.
– @Gigi_Peterkin

When I used to manage the customer service dept. when I worked for Coca-Cola, we used to have regular review meetings with our major customers to discuss needs and just listen to them. Listening is critical.
– @Ali_Davies

They can determine the biggest CX need by asking customers. Never underestimate the power of human-to-human conversations.
– Carla Johnson (@CarlaJohnson), CEO of Type A Communications and Author of Experiences: The 7th Era of Marketing

For a full recap of the Tweetchat, Delivering a Winning Customer Experience in 2018, read the Storify post.

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