Coffee, Saris and VR - The Art and Science of Enhancing Customer Experience

According to research 90% of customer experience decision makers said that a good experience was critical to their success and 89% of companies expected to compete mostly on the basis of customer experience in 2016.

What are businesses doing to enhance customer experience?

Gautam Sinha, the founder of Nappa Dori, creates and sells designer leather goods. As his brand grows, he has grown to believe that  “it’s not just about selling a bag anymore,” but all about "enhancing user experience". “My vision hasn't changed," he asserts, "but the customer experience I want to share keeps evolving". In his search for new ways to create novel customer experiences, Sinha has created a design space called Cafe Dori. The place serves coffee and dessert and also has a collection of designer magazines and stationery - all designed to compel the customer to stay and interact longer with his products. “It’s all a part of enhancing user experience," affirms Sinha, "... I think it’s very important when you are not just trying to sell a brand but an experience to the customer."

Airbnb co-founder Brian Chesky's evolving understanding of customer needs and expectations has made him go beyond offering rooms and music to travel experiences. He is now focusing on selling ’Trips’, a new future that allows an Airbnb user to get a local feel - from truffle hunting in Italy to learning how to drape a sari in 20 different ways in India.

PVR Cinemas, who, says CEO Gautam Dutta,“...are always on the lookout for what more we can offer (our customers),” is all set to launch Virtual Reality Lounges. The lounges will allow film buffs to experience a new dimension of entertainment while they wait for their film to begin. The VR Lounge will provide games as well as a library of adventurous immersive and interactive content curated from different genres.  

In my own case, my bid to enhance my client experience has evolved from being a consultant (offering solutions) and trainer (building skills), to finding my voice in coaching. This discovery came from my understanding that the best client experiences came - not from offering solutions, but assisting them to find their own.

Conclusion
As we engage more closely with our customers and understand their needs, expectations and relationship with the product in all its dimensions, our vision of the business does not change, but what does is the form and content of our intent  (how to do), which evolves and gets reshaped in critical ways.

How has your way of understanding of customer needs and expectations changed, and how has it transformed the way you deal with your customers?