Technology has made the cost of switching banks, airlines, or telecom providers extremely low. After all, information is easily accessible across the globe, and innovation and disruption are a constant. Any digital experience secret sauce a company has today is fleeting as the market rapidly shifts.
To create a sustainable advantage in the digital economy, you must consistently make customers feel good about your brand. “Know thy customer” has never been more important.
McDonald’s was able to reverse a two-year earnings slump by investing in the little things that improve the customer experience. These include: a streamlined and simplified menu, improved order accuracy, and investments in food quality and ingredients. Even McDonald’s time-tested formula of delivering burgers quickly and cheaply is no longer a competitive advantage. So the company refocused on the holistic customer experience.
But let’s think about the customer experience in digital terms. With consumers increasingly connecting with brands digitally, knowing customer behavior is even more pivotal. Understanding when, where, and how customers engage with digital assets allows brands to get the little things right. The experience also needs to be consistent across mobile devices, operating systems and browsers. Unfortunately, what customers want is not delivered on a silver platter. Focusing on the little things and ensuring apps and responsive websites work seamlessly will separate winners from the also-rans.
We’ve identified three brands providing differentiated digital customer experiences by getting the little things right. ESPN, Lloyds Bank and CVS.
ESPN’s diverse digital experiences
When ESPN redesigned their responsive websites and digital experiences, they needed assets that could consistently provide content across tablets, smartphones, PCs, smartwatches and cars. ESPN figured that different users in different parts of the world would want to consume content more relevant to their favorite teams. They also learned that users are more interested in different content at different times of the day. Fans bored at work would consume sports content much differently than fans on the go or at the game. ESPN’s revamped digital experience not only delivers content tailored to a specific device but customized to interest, time of day and location.