6 Examples of Great Customer Experiences

Optimizing customer experience is a concern for many businesses. Better customer satisfaction leads to greater customer loyalty, which also means more revenue for businesses. In this sense, it is important to see improving the customer experience as an investment that will pay off in the long run.

Once you have decided to optimize your customer experience, where do you start? In this article, we discuss 6 companies that are examples of successful customer experiences. Who knows, perhaps you will be able to identify winning elements among these examples of companies offering good customer experiences to apply within your own organization!

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What is a good customer experience? The fundamental elements of a successful customer experience

Since customer experience is defined as the sum of the interactions a customer has with your business, we can say that a good customer experience occurs when the sum of experiences lived is positive. Even if the customer experience offered by a company is not perfect, if there are more positive elements than areas to work on, the customer is likely to say that their customer experience with you was pleasant.

When we feel we have had a positive customer experience, we feel more inclined to recommend a business to our friends and family. On the contrary, when a customer experience is negative, some may even go and complain on social networks to warn their network to be careful. In this sense, it is better to learn from best practices, particularly by drawing inspiration from examples of successful customer experiences!

6 examples of successful customer experiences

Example of a successful customer experience #1: Netflix

We couldn't talk about successful customer experiences without talking about Netflix! With more than 200 million subscribers worldwide, we can confirm it is a global success. What makes Netflix an exceptional player in terms of customer experience and, by the same token, an example of a successful customer experience?

First of all, personalization is a key element. A user's Netflix homepage is entirely different from others, as it contains suggestions based on specific interests and previous viewing history. Its predictive algorithm can even suggest new content knowing full well that you will enjoy it! Thinking of Netflix, we also think of the wide variety of viewing categories available: action, comedy, films, TV series, documentaries — there is a vast range of choices so that everyone finds something they like! Offering customers an embarrassment of choice is a winning formula and a concrete example of a successful customer experience!

Moreover, Netflix has built a 100% entertainment-focused environment by eliminating all friction related to advertising: no commercials are shown! In addition, Netflix knows how to follow market trends by introducing new features. Netflix Games has appeared on the American market to complement its entertainment offering. It is a complementary product for Netflix subscribers who are also video game enthusiasts! For travelers or those who won't have internet access, did you know it is even possible to download your favorite films and watch them later? This kind of detail makes life easier for consumers!

Netflix's positive customer experience is the sum of all these elements that make watching films and series in this ecosystem enjoyable. Here is an example of a successful customer experience!

What you can take away from Netflix:

• Netflix is king when it comes to personalizing the customer experience
• Use an algorithm and customer history to make better recommendations in the future
• Anticipate trends in your market as Netflix does in entertainment
• Create a friction-free environment: No commercial breaks!
• Put in place a wide variety of content for your different personas!

Example of a successful customer experience #2: Randolph Pub Ludique

When you spend time at Randolph, as a customer, you know you will have a memorable customer experience! From the outset, the experience each customer has is unique, as a game advisor takes care to get to know the group they are dealing with. So, by asking a few questions, the host will be able to tailor their game suggestions to maximize customer enjoyment! With each visit, the customer experience can be completely different!

If you enjoy the games you tried, you can even buy a game on the spot in the boutique section. The friendly and welcoming atmosphere, combined with dynamic animation and the possibility of enjoying a meal, make this a place loved by many. Here is an example of a successful customer experience to learn from!

What you can take away from Randolph:

• Reinventing the traditional dining experience to add something unique — namely, the ability to play games.
• Personalization of the experience: based on your tastes and preferences, you get specific game suggestions.
• Cross-selling: you are offered the opportunity to buy a game you enjoyed if you wish. You can also be offered other games based on other appreciated purchases.

Example of a successful customer experience #3: Zappos

Are you familiar with Zappos? This company has been operating in the footwear industry since 1999. This company had such an interesting customer experience that in 2009, Amazon decided to acquire it. Since then, Zappos not only sells shoes but also fashion items like clothing. What makes Zappos recognized for having an interesting customer experience? The company first offers a 365-day return policy, which has a lot of value for the consumer. They are so sure you will love your shoes that they give you the possibility of returning them hassle-free for a year.

In addition, the organization wants to maximize its accessibility, so its customer service center is operational 7 days a week, 24 hours a day. To this effect, the company's customer loyalty level is remarkable! According to lindex.com, between 75 and 80% of the company's customers are recurring customers. This impressive rate proves that the experience is so positive that most customers want to relive it!

There is an anecdote that the company sent a new pair of shoes via expedited shipping so that a customer could have a pair of shoes for their wedding, as the previously ordered pair got lost in transit. The company did not let this customer go to their wedding barefoot! Customer experience at the heart of priorities is a core philosophy at Zappos. Here is a case study demonstrating an example of a successful customer experience! For more information on the subject, consult the book Delivering Happiness written by Tony Hsieh, founder of Zappos. Thanks to Patrick Gauthier, professor at UQAM, for this discovery!

What you can take away from Zappos:

• Add more flexibility to your return and exchange program so the customer feels confident in the quality of your products.
• Offer customer support with great availability.
• Treat your customers with humanity and listen to their situation if they are going through particular events (a wedding in this case!)

Example of a successful customer experience #4: Amazon

Amazon is a company recognized worldwide for its optimized customer experience. Many elements make this company an example of a successful customer experience! First of all, the simplified, hassle-free refunds give customers a certain confidence. They know that if the product ultimately does not meet expectations once received, it can be refunded without problem.

Amazon also offers its Premium 'Prime' program for avid online shoppers. For an annual fee, you receive certain products faster. Additionally, you have access to Prime Video, a video-on-demand platform that competes with Netflix. Here is an interesting idea of offering a little extra to customers by providing an entertainment product with no additional fees (within Amazon Prime)!

Amazon is also a champion in the use of online reviews. On each product page, you can see the average review score of customers associated with that specific product. Often accompanied by photos, these reviews allow customers to get a realistic idea of the product being purchased. Knowing that a product has an average score of 5 stars and is appreciated by many is both reassuring and helpful. Make sure to integrate online reviews into your marketing processes to encourage people to purchase your products and services!

The many product filters on Amazon's website, particularly by price and satisfaction score, are helpful purchasing aids! With a budget in mind, it is often possible to find a certain product that fits within it.

Also, much like Netflix, Amazon suggests an algorithm based on previously purchased products to propose new products most likely to please you! Amazon knows how to use data to deliver the best possible user experience, and this is an element you can keep in mind as an example of a successful customer experience!

What you can take away from Amazon:

• Simplified, hassle-free refunds
• Very fast delivery to minimize potential friction
• Program for enthusiasts: Amazon Prime
• Offering a huge amount of choice in one place
• Offering the ability to filter by reviews for more transparency and a more informed choice
• Offering little extras for a WOW effect, e.g.: Prime Video
• Using data to personalize the user experience

Example of a successful customer experience #5: Starbucks

Many love Starbucks and we understand why! Several elements are in place to create a successful customer experience. First of all, when ordering, you are asked for your name to write on your cup in order to personalize and humanize the experience. When you come to pick up your hot drink, you are called out warmly and personally.

Moreover, the enveloping atmosphere created through the decor and ambient music provides a sense of well-being. At Starbucks, employees are often smiling — their workplace happiness shines through in their interactions with customers! Today, it is essential to care about the happiness of your employees, otherwise you will have difficulty ensuring their retention and it will negatively affect the customer experience you offer.

Did you know that on your birthday, Starbucks offers you a free beverage? Although the company is not obligated to put such an initiative in place, it is an element that creates a WOW effect with its customers. How could you not be happy when picking up your free drink and being wished a happy birthday? This is an element that constitutes an example of a successful customer experience!

Overall, Starbucks has created an environment that makes people want to spend time there: free wifi, table arrangements to accommodate both students and people wanting to read a book peacefully. Moreover, if you want to drink your favorite beverage in express mode: you are given the choice of using the drive-through at certain locations. The idea is to give your customers the choice based on the mindset they are in. In this sense, give them the choice of spending quality time at your point of sale, or purchasing their product in express mode if they need to!

Starbucks also offers seasonal products. In this sense, the customer experience in terms of products offered changes according to the time of year. The iconic 'Pumpkin Spice Latte' cannot be ordered in the middle of summer, which creates a particular craze during the fall season: people can't wait to finally drink this beloved beverage! Of course, it is not possible for all businesses to personalize their service offering according to the time of year. However, it is worth asking yourself whether it is possible to offer something contextual based on the current time of year!

What you can take away from Starbucks:

• Personalization of the experience
• Sense of well-being on the premises: warm, ambient music, smiling staff.
• Birthday discount
• It's more than a product, it's a moment spent.
• Unique beverages according to the season

Example of a successful customer experience #6: Costco

It is fair to say that Costco offers a unique customer experience! Going to Costco, first of all, there is a certain sense of exclusivity, because you need to be a member to shop there.

In terms of customer experience, people appreciate Costco for many reasons: a competitive pricing offering for large quantities, a unique in-store customer journey that gives you the impression of living an adventure, the presence of free food tasting stations to try products on site, and more! Clearly, it is fair to say that Costco is a Love Brand, a brand adored by many! It is a good example of a successful customer experience.

Moreover, consumers appreciate the customer experience at Costco so much that the Facebook group 'Les accros du Costco' (Costco addicts) was created. This is the perfect example of User Generated Content — content generated by brand ambassadors. It is hard to imagine better advertising, isn't it? In this group, enthusiasts share their finds and favorites and even go so far as to ask for others' opinions before purchasing a product. Which shows that others' opinions are very important before making a purchase!

Overall, one of the winning factors at Costco is the unique nature of the customer experience offered. Its creators have put in place a series of differentiating elements that now mark the collective imagination.

Some even go so far as to say they are going 'doing their Costco' instead of saying they are running errands. Definitely, it is worth conducting a competitive study to see what differentiating elements you can put in place within your company to create a successful customer experience!

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What you can take away from Costco:

• Sense of exclusivity provided by the notion of membership
• Competitive pricing for large quantities
• The in-store layout creates a journey
• Free tasting stations to try certain products on site
• Content generated by ambassadors is a gold mine that must be promoted!

Finally, customer experience optimization is a perpetual work, not a final destination in itself. As a brand, it is important to constantly question how you can make your customers' lives more enjoyable.

Sometimes, it can be interesting to draw inspiration from brands that are examples of successful customer experiences! Although it can be a challenge to put such initiatives in place, the idea is simply to draw inspiration from them and generate interesting reflections to improve your customer experience!

On your end, what brands have left a mark on you because of the successful customer experience they offered? You can also include them in your reflections on the subject!

With that, we wish you success in optimizing your customer experience!