SXSW 2020

How to Decriminalize the Customer Experience

Description:

Most customer experiences were created with the 5% in mind, not the 95%. That means that customer experiences were created to prevent criminals from stealing and taking advantage of the brand. Examples include: checking your receipt upon store exit; counting your items before letting you into a dressing room; requiring extra signatures and logins, and more. As a result, the criminalization of the customer experience creates extra friction for the majority of us - the 95% and including the most valued customers. By creating this friction, not only do customers miss out but businesses do too. Retailers, brands, travel companies and more limit sales opportunities by creating a customer experience that’s unnecessarily difficult for the majority.


Other Resources / Information


Takeaways

  1. Concrete examples of how brands criminalize the customer experience for the 95%.
  2. Measurable impact that criminalizing the customer experience makes on the customers and businesses.
  3. Practical methods brands have used to improve the experience – and decriminalize the experience for the 95%.

Speakers


Organizer

Heather Hildebrand, Customer Experience Strategist, Accenture Interactive


Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Advanced


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