Pretty amazing story, even involving legal repercussions.
Zipcar facilitates understanding the entire customer journey with a one-page eco-system map (versus the silo-based journeys that are really internal processes that each silo calls a “journey.”)
Companies that customers love work hard not to lose their personality—not in their products, not in their service, not in anything they do. They become beloved because of how they connect with customers in their lives. They relate personally with customers the beloved company’s personality comes through during any interaction with a customer.
Customers are assets to be cared for and nurtured. Beloved companies are always aware of how their assets are growing or shrinking. Knowing the value of a long term customer guides decisions on how a company welcomes new customers and develops existing customer relationships. The formula for success is Belief + Investing = Growth.
How you choose to correct something that goes wrong, how steadfast you are in delivering the goods, ensuring quality, and giving people what they want – these actions expose what you value.
This is the platform work for a customer experience transformation journey. The significance of aligning the experience is huge. Not enough companies understand that this is the first “duct tape” exercise to get your organization moving together in one direction – and that’s to agree on the stages of your customer experience.
Beloved companies believe their customers and employees. This trust enables a company to encourage innovation and partnership. Employees are free to create moments of truth and deliver a unified customer experience.
Beloved companies know they are defined in the fleeting moments of customer interaction. (These are moments of truth for the beloved company.) They make decisions that enable moments of “Wow!” in a world of customer-experience “vanilla.” Their actions compel customers to tell a ‘beloved company’ story to friends, family and co-workers.
Memory creation is the currency of your brand. Clarity of purpose ensures you do not leave customer memories to chance. Are there different versions of your brand’s story being told by customers? Or do you deliver memorable points of contact that connect with your customers?
Clarity of purpose means you know the experiences you will deliver. It means knowing what memory you want your customers to have and making the decisions to prepare your people and your operation to deliver it.