Unforgettable is a customer experience education program, focused on delivering fresh content weekly to give business leaders what they need to succeed in a customer-driven, digitally-disrupted world. The program brings together the expert minds of Jay Baer, Shep Hyken, Jeanne Bliss, and Ian Golding to spotlight modern customer experience excellence. Get the latest content by bookmarking smartercx.com/unforgettable.
In episode 15 of Unforgettable, Jeanne Bliss discusses how being known by the companies who serve us is today’s expectation, yet many companies still don’t embrace and act on the power of customer recognition. Jeanne brings up the 3-steps that fashion company, Stitch Fix, uses to create a “get to know me” engine for their customers that lets them deliver more relevant and tailored experiences. Watch more:
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Hi. I’m Jeanne Bliss, customer experience and leadership expert, bringing you episode 15 of Unforgettable, the show about great customer experiences. Today, we will discuss the importance of being known. Being known by the companies who serve us is an expectation.
And, yet, many companies still don’t embrace and act on the power of recognizing customers, of welcoming them back, and of using stored memory to advance a relationship versus the execution of one-off transactions. Market disruptor, Stitch Fix, has done a masterful job of blending data science and understanding of customers’ needs and preferences to make the idea of “you know me” their growth engine.
What makes their approach especially unique is the humanity that they have wrapped around delivering relevance that matters to their customers. They have taken three steps to create their “get to know me” engine and to do it right. First, they ask clients the basics like measurements, styles, likes, lifestyle, and clothing needs along with client photos.
But then, number two, they ask for Pinterest pins and cleverly use those pins in programmed algorithms to help clarify style beyond, way beyond what somebody can fill out on a form. They then use data science to deliver a scalable personalized experience for stylists to deliver customized boxes to their clients.
They provide stylists with the best options for each client based on their body type, based on geography, based on fabric preferences, and also colors and patterns so that they can narrow and select clothing that customers statistically are likely to keep.
Number three, and finally, their thousands of stylists add their human element, their human touch, building upon their increasing client relationships to create boxes of five items that are personalized to each client and sometimes adding a little bit more.
For example, a friend of mine needed loose-fitting clothing for a radiation treatment that she was having and told her stylist. Of course she received a collection appropriate to that time in her life along with a bouquet of flowers. Do your customers feel that you know them? Are you blending high-tech and high touch to deliver humanity and customization?