Customer Experience Roundup, November 5, 2019

A quality customer experience includes every customer, not just certain groups or demographics. The growth of technology and personalization allows brands to create niche experiences and reach out to often-overlooked groups. This week, we saw three stories of the changing customer landscape and how companies are offering new services to all customers.

Online Videos Outshine TV, Especially For Young Americans

Tweens and teens used to gather around televisions to watch their favorite shows, but younger generations today far prefer online videos. A new report found that the number of daily viewers for online viewers has doubled in the last four years, with 56% of 8-12-year-olds watching nearly five hours of online videos a day, and 69% of 13-18-year-olds watching more than seven hours a day. As online videos get more popular, many tweens and teens are turning away from traditional TV and switching to things they can watch on their phones or tablets.

Gen Z is already a powerful demographic, and that power will only increase as they get older. The switch from traditional TV to online videos shows their shifting attention spans and desire for digital media. In order to cater to younger customers, brands need to understand their changing technology preferences and use online videos and digital outlets as a way to augment the customer experience.

Uber Expands Into Mobile Banking

A brand known for getting people where they need to go is now expanding into banking. Ride-sharing app Uber recently launched a new division called Uber Money as its entry into mobile banking. Uber Money’s first focus will be providing its drivers and couriers with mobile bank accounts so they can easily be paid after every ride, but the company also has plans to expand with debit and credit cards and a digital wallet. Like the company removed the middlemen from getting rides, Uber also hopes to get rid of financial middlemen.

The jump from ride-sharing to finances seems rather large, and Uber will have to prove itself with extremely loyal customers or an incredible product. Uber knows that amid its ethical struggles and scandals, it needs something to keep customers around. Adding the banking aspect could boost the customer experience so riders don’t leave. However, for many people, a mobile account won’t be enough to keep them coming back.

Old Navy Debuts Size-Inclusive Concept Store

One year after adding plus-size shops to 75 stores, Old Navy is upping its game by creating 30 Size Yes concept stores. The stores will feature all items sold in every size for the same price, meaning that plus-size customers won’t have to choose from a different selection or pay more for items that fit. With models of all sizes across all marketing and sales channels, Old Navy aims to create a more inclusive environment. The test run of concept stores will be open until mid-November, with pop-up stores likely to continue for the long term.

Old Navy’s inclusion creates a consistent experience for customers of every size. This type of inclusion in both product and price highlights a personalized customer experience that doesn’t forget about certain groups of people. Price parity is a huge issue in fashion and directly impacts customers. The bold step to put everyone on the same playing field could resonate with customers and create ripples in the industry.

A sustainable long-term customer experience comes from understanding customers and offering products and services they want and need. Considering all customers and being inclusive creates an environment where everyone feels secure and valued.

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