“You‘ve got to start with the customer experience and work back toward the technology - not the other way around” - Steve Jobs
Before I start, I must admit that until recently, I wasn't a member of the “Apple camp. However, since I have extensive experience for the past few years fiddling around with various types of Android devices (from smartphones to smartwatches), I feel that I'm in a good position to vouch for “my Apple customer experience.”
My definition of a GREAT customer experience
The Apple watch wasn't the first smartwatch on the market. In fact, smartwatches existed for a long period of time before Apple joined the party.
In addition, Apple created a product which is neither the best looking (at least in my opinion), nor the most advanced (from a technological prospective). What was critical to me is that it is a product that is easy to use and to operate. While the watch is packed with many features and capabilities what stood out from my perspective was how intuitive it is to use it.
Don't get me wrong, I'm not saying that Android wearable devices are not good, just as I do not believe that the iPhone is a better smartphone. But the customer experience and the ease of use of the Apple watch is far better than any Android device I have encountered.
And why is that?
Well...as Steve Job said - Apple focused on the customer experience. Much like the iPod and the iPhone, they have moved into a developing/ immature market, created a great customer experience and won the favor of the masses.
The hidden gold at the end of the rainbow
Much like the Apple and their smartwatch, enterprises should strive to focus on their customer experience.
We're living in the age of the customer. In the past, service providers were in a position of authority. Customers that needed information and help regarding services or products would turn to the service providers for assistance.
Today, service organizations must strive to support the delivery of effortless or pain-free service and streamline processes to deliver the correct answer to a customer’s question. There is a worthwhile prize at the end of the road. Forrester research has found that by providing a good customer experience, customers are more loyal. In turn, loyal customers are more willing to consider another purchase from that company. They are less likely to switch business to a competitor, and more likely to recommend the company to a friend or colleague.
The next time you read news about the next “consumer electronics war” over smartphones, remember that it’s not just the features and gadgets that win. The customer experience, whether it be ease of use, or the CX strategy of the vendor is a critical factor which often determines who “wins” and who “loses.”