Customer Experience | april '14

Move over, Google. According to a new ranking, Sanofi, FedEx, and Apple are among the world's most creative companies. The analysis was done by ViewsOnYou, a site for employees and hiring departments to match up personality fit in businesses. Users log in with their LinkedIn and Facebook logins, review themselves by key personality traits — including measures of creativity, ambition, and appetite for risk — and then invite their peers to review them, too. Several standard psychological models are used to assess employees, such as the five-factor OCEAN model that measures openness, conscientiousness, extraversion, agreeableness, and neuroticism.

“What brands really ‘get it’ when it comes to customer experience today?” What company has so seamlessly integrated its online and offline experience that it never feels like two different companies? I’m looking right at Burberry. Sure, Nike has combined its products and digital applications into a singular holistic experience, allowing you to track your athletic endeavors big and small, and Dove and Tide drive as many consumers to the website as they do to the shelves they live on.

Not so long ago, every business assumed that the keys to success were the highest quality product, the best value for the buck, and the best customer service. Now all we hear about is providing the best “customer experience.” Exactly what is that customer experience that every modern marketer is talking about, and how do you measure it?