How 10 Beloved Brands Went from the Brink of Failure to CX Success
Today, customer experience (CX) is top of mind for every aspiring brand. But for many companies, achieving CX superstardom proves to be a lot tougher than it sounds.
It’s a long, hard fought battle. And it takes focus, whole-company commitment, and sustained investment. Sometimes, it’s easy to get discouraged. That’s why I strongly recommend this recent Forbes article by Blake Morgan.
In it, she puts the spotlight on 10 of the world’s most celebrated companies and tells the story of how each of them managed epic turnarounds by investing in a strong CX strategy – and then executing against it.
Check it out below.
These 10 companies each experienced dramatic turnarounds by focusing on customers and investing in their customers…
10 Examples Of Customer Experience Turnarounds
by Blake Morgan
Every company faces ups and downs. In many cases, those downs can be turned around with an updated customer experience. A poor customer service can hurt growth and push customers away. But when done well, customer experience can drive sales, engage customers and encourage loyalty.
These 10 companies each experienced dramatic turnarounds by focusing on customers and investing in their customer experiences.
Less than a decade ago, many people were counting Best Buy out, saying it would soon be forced out of business by Amazon. But the company turned things around by investing in customer experience and transforming from a traditional retail store to a customer-focused technology partner. Instead of just selling products, Best Buy focuses on building relationships and providing advice and service to customers. The store uses digital solutions like a revamped website and even offers in-home advisers for personalized technology tutorials. As a result, Best Buy isn’t only in business—it’s thriving.
In 2015, Comcast was plagued with bad customer service that was all over the news. Customers were frustrated with the products and service, and poor interactions with the company went viral. Comcast completely overhauled its culture to create a customer-first environment. It listened to customer feedback to improve its products and created a consistent experience no matter how customers contact the brand. It addressed common customer concerns by shortening appointment windows and even offering billing credits for late technician arrivals.
During the financial crisis in 2008, Starbucks’ revenue dropped nearly 30% in two years and it was forced to close more than 1,000 stores. To get things back on track, CEO Howard Shultz led a re-commitment to technology and community involvement. Starbucks launched “My Starbucks Idea” where customers could contribute suggestions. More than 90,000 ideas were submitted, and more than 100 of them became a reality. By focusing on customers, Starbucks changed its image from a corporate coffee chain to a community of coffee-loving people. With a renewed focus and improved economy, Starbucks soon began to see strong growth.
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