Tesla announced that all of their cars will be self-driving cars. Wednesday’s announcement, delayed two days from the original announcement scheduled for Monday October 17th, stated that all of its cars will have the ability to drive themselves, referred to as level 5 autonomy.
Before the announcement, many experts and industry commentators had little idea what it would be. They knew, however, that while the delay of the big announcement for a couple of days is unusual for such a high-profile, public company, it wouldn’t likely cause any loss of confidence by their long-time fans.
Tesla Breaks Top 20 for Customer Experience
It’s safe to say at this point that Tesla has a loyal following. Tesla was the only carmaker that made the top 20 for Best Customer Experience. In the research mounted by Group XP, Tesla came in number 20. For Customer Experience ranking, the research team used four criteria, which included:
Customers are not loyal because of the Customer Experience you provide. They are loyal because of the Customer Experience they remember you provided. Furthermore, customers don’t remember the entire experience but only bits and pieces. It is important to get these memorable bits right, or your customer loyalty will certainly go to pieces.
The human memory isn’t as reliable as we would like to think. Don’t believe me? Try this: explain the Pythagorean theorem right now without Googling it. For all but a small majority comprised of middle and high school math teachers and well, “math people”, you didn’t remember, did you?
Okay…that was a bit of an unfair question because unless you use Euclidian geometry every day, you wouldn’t remember it. Let’s try something more mundane: what items did you buy at the market last Tuesday and how much did they cost? Stumped again? I’d be surprised if you weren’t. The chances are high that you don’t remember all of the details, particularly if it was uneventful.
We live in the data age. Data is collected about our personal behavior everywhere. From the searches we instigate online to the products we order (and when) to the movies we choose in our Netflix Queue, sometimes it seems as if every move we make ends up in a database somewhere.
So why this sudden interest in whether we watched all 14 seasons of ER or returned the Samsung Galaxy S5 Phone Case? In a word: Personalization.
The Era of Personalized Marketing is Here
Personalized marketing, aka one-to-one marketing, uses the data in these databases of seemingly insignificant details about your personal behavior to present a unique product offering built just for you. Each of these recorded actions sifts down into the database as 1 and 0s. Then, it waits for the time when a marketer wants to find every person that searched for a Pet Rock last holiday season so he or she can target them with the release of the fabulous new and improved Pet Rock 2.0. Although, to be honest, I don’t think it is possible to improve on the perfection of Pet Rock 1.0!
When striving for the next level of Customer Experience, it is critical to understand how your customers make decisions. However, it’s probably not happening the way you think it is.
As Customer Experience Consultants, we see our clients presume that customer evaluations of an experience occur at the product level. This presumption is only partway true. People do evaluate at the product level, meaning how much it costs or how it tastes, and it is important. However, people also reference their other expectations, as in how much they think your product should cost or how delicious they predict it will taste.
Sometimes, even with clear expectations and the ability of the product to meet those expectations, there are other influences on the customer’s evaluation of his or her experience. These influences can be surprising.
As I perused the menu at a restaurant recently, my waiter came over and casually mentioned that the salmon had been really popular and they were about to run out. I ordered it on the spot!
This was entirely instinctive and irrational behavior on my part. I had no idea if the salmon – one of the more expensive items on the menu – was actually good. But it was popular! Other people chose it, and so I did too.
This sort of irrational decision making is one of the key topics of my latest book co-authored with Professor Ryan Hamilton of Emory University, The Intuitive Customer: 7 Imperatives for Moving Your Customer Experience to the Next Level. We explain how companies can position themselves for success by understanding and embracing customers’ inherent irrationality. Customer irrationality is a concept rooted in behavioral economics, a field that uses psychological insights to explain economic decisions.