“Best customer experience in the industry” or something more concrete?

How many companies promise to deliver “The best customer experience in the industry"? Too often this ambition is left undefined: what exactly is the best customer experience, what does it consist of, and for whom is it targeted?

IIs the goal to offer fast service? Personalised attention? More reliable products? Or perhaps transparent operations?

Deloitte has noted that customer-centric companies are up to 60 % more profitable. Clearly, investing in customer experience pays off.

Why is a customer experience ambition critical?

A generic vision is not enough if it’s too vague. An effective ambition is:

Concrete: tells what the customer actually receives or gains in practice.

Differentiating:: clearly stands apart from competitors.

Anchored in daily work:guides decisions in product development, customer service, sales and marketing.

In addition, a customer experience vision must be measurable and led. If progress cannot be tracked, it cannot be improved.

Avoid the generic and the cliched

“Best customer experience in the industry.”

“The most reliable partner.”

“We offer top quality and the best service.”

👉 The problem: any company could say these. A useful test of distinctiveness is to replace your company with a competitor.

You can also test functionality by flipping the promise into its negative, for example: “The worst customer experience in the industry.” If no competitor would ever say this, the ambition is unlikely to work. A customer experience vision must state what the customer actually receives or what makes the experience distinctive.

Concreteness, distinctiveness and action

A good customer experience ambition is concrete, differentiates the company from competitors, and guides action.

“We simplify technical complexity so that employees spend less time on systems and more time driving business growth. We primarily serve mid sized industrial companies seeking growth.”

The difference is that a vague promise does not guide daily work. A concrete ambition clearly communicates the value created and why the customer would choose us. Read more about customer insight our previous blog.