The final pillar for success is empathy: letting the customer know that you can genuinely understand what it is like to be in their situation. USAA, an American affinity bank, have built their entire customer strategy around empathy. They market their products to members of the US military and their families. They have specifically targeted every aspect of their business towards seeing the world through their customers’ perspectives. It was this level of empathy that allowed USAA to come top of the US customer experience excellence top 100 list in 2015. USAA membership is open to US military service members, veterans with an honourable discharge, and their eligible family members. Each USAA member has a subscriber savings account, which contains money that USAA holds in the member’s name. If USAA collects more premiums than they pay out in a year, they distribute the surplus to members. They run free current and savings accounts with no minimum balance fees, free overdraft protection, a free rewards debit card, etc. They have done all this to make their banking experience as easy as possible for military families who may need extra support.
Jess Carver, Junior User Experience Specialist here at The Real Adventure Unlimited explains how we deliver an empathetic customer experience for Aptaclub.
‘We integrated WhatsApp into our Careline offering on aptaclub.co.uk
. Mums-to-be and new mums are now able to contact a dedicated support network of midwives, nutritionists and feeding advisors via their phones. Aptaclub made it really easy for mums to get trusted advice during any stage of pregnancy and post-birth, and digitally savvy mums can now contact the Careline using a channel with which they feel at ease.
‘Crucially, the context of these interactions does require a human response at the end, so that mums-to-be get the best possible advice tailored to their personal concerns.’
Ultimately these brands have all gone above and beyond for their consumers, and the level of personalisation and humanisation they have added to their day-to-day practice has increased customer loyalty, satisfaction and opportunities to connect. They have kept up with the ever-changing world of technology and customer expectations, and have succeeded in pushing the boundaries of digital experience and setting the standard for everyone else.