Enterprises that mastered customer experience

Once a successful company, always a successful company? Hardly!

89% of the companies on the Fortune 500 in 1955 were not listed in 2016.

So should companies invest more in customer service departments and call centers? Absolutely not! By 2020, the customer will manage 85% of its relationship with an enterprise without interacting with a human.

Some exceptional enterprises have realized what these statistics really mean: the wise invest in enterprise customer experience solutions. The following enterprises have done just that, and offer some of the best UX examples out there. Based on their understanding of and adapting to the trends, they will be leading their industries for many years to come.

Virgin America

Hailed by Wired as “super slick...mobile first, and strikingly pain free,” Richard Branson’s Virgin America did not accept the status quo of airline booking site. This is in keeping with the venture’s forward-thinking approach in other domains, from their safety video to their AC power and free satellite TV at every seat.

Virgin America is in no way a standard airline booking site. It uses no photos (stock or otherwise), no ads, and is a single screen designed to fit the mental map of the user. The flow resembles that of an app more than a typical website.

“The result is a site that gets flyers booked nearly twice as fast, on any kind of device, while building Virgin’s reputation as a passenger focused airline.” Usertesting.com put the new site to the test, and “the users reported that the process felt streamlined and enjoyable.”

Branson does it again!

Amazon Prime Music

amazon prime music user interface

Branson’s brainchild may have been in the music category, but Amazon Prime Music is beginning to  transform the music streaming space from a user experience perspective. The Design Lead on the project detailed his experience in this case study, in which he explains “Our customers expect and trust us to know them. We envisioned the future of the music service to be deeply personalized to customers' music tastes.”

The result is a UX that makes users feel understood and appreciated, giving them the feeling of being in control of their own experience. This should be the goal of every customer experience undertaking (and possibly every human interaction across the globe).

Zappos

Another company that has disrupted an industry (are we sensing a trend here?) is Zappos. Their real-world customer service is exceptional with their industry’s first (and best) guarantee: fast, free shipping and free returns (including prepaid shipping) for a full year.

But when it comes to user experience, what sets Zappos apart is their incredible personalization. Another Clicktale expert wrote about her personal experience in this article, but the bottom line is that Zappos knows what I want, they deliver relevant content, and it works!

By coming up with ideas like removing product descriptions, Zappos is revolutionizing their industry. While other companies rely on SEO to get traffic, Zappos puts users first and Google bots second (and frankly, that is the way Google likes it!). They researched real users’ interactions with their site and discovered that customers want images first, followed by videos and reviews. So, they designed their product pages to simply serve their users, without care for what the industry previously viewed as “required”.

Disney

Walt Disney is known as a genius, a visionary, and “The World’s First UX Designer.” One of the best features of Disney’s customer experience is its omni-channel consistency.

Of course, all their sites are responsive for all devices, but that is just a building block. By designing all of their properties with user-centricity, Disney.com, the MyDisneyExperience smartphone app, and the Magic Band program (with integration to FastPass and PhotoPass), they have removed friction, and in its place, improved upon  that famous Disney magic.

As noted by Openroad.ca, “subtle digital enhancement [adds] something magical about skipping to the front of the line to have your child’s picture taken with a beloved Disney character and then conveniently ordering the photos online later. This is both an example of an existing omni-channel experience, as well as the current high water mark for experiences that move between the physical and digital.”

Autodesk Blog

autodesk blog

The Autodesk Line/Shape/Space blog is designed for its newest target audience: smaller firms that specialize in design and drafting. According to a case study, “the plan was to start a conversation and provide valuable resources to help small business owners grow, become more efficient and ultimately allow Autodesk to rightfully maintain its position as a thought leader within its industry.”

The blog design is content-centric and draws visitors deeper into the site. The KPIs show that this strategy works:

  • 244% increase in unique visitors
  • 207% increase in website visits
  • 174% percent increase in pageviews
  • 40% increase in newsletter signups
  • More than 180,000 unique visitors from 190+ countries within a year

Coupling valuable content with responsive customer-driven design is a winning strategy for Autodesk.

IPSY

Ipsy is a beauty and makeup subscription service that deserves some serious recognition for turning a dull signup process into a fun and engaging beauty quiz.

By asking users a series of questions about their appearance and preferences, Ipsy takes “the pain out of the process” and ensures that potential new customers already understand and desire the product by the time they have to add any personal details. Many companies could learn a lot from this approach, as users are increasingly intolerant of demanding signup processes, and expect easy and seamless registration.

UBER

User experience is one of the main strengths of the Uber ride-sharing mobile app. With its intuitive interface and flow, its UX is second to none - even with competitors constantly arriving on the market.

The rise of Uber has been so notable because of the app’s multi-faceted disruption of the taxi industry. And each of those facets are felt strongly on the user’s side. With Uber, the customer experience was significantly improved in four areas: wait time, contact with driver, giving directions, and ease of payment. Each of those aspects are seamlessly built into the app’s UX. And now customers won’t stand for any less. Bravo, Uber.

Virgin America, Zappos, Amazon, Disney, Autodesk, Ipsy and Uber are not alone. We are pleased to find many companies with great customer experience. The Ritz-Carlton Hotel, LL.Bean and Trello are a few other excellent examples. Great UX is fun and engaging, and what these examples all have in common is unmistakable: they understand their visitors’ motivations and behavior, and they create personalized digital customer experience designs to thrill, engage and please them.

See Clicktale's enterprise customer experience management tools for a closer look at how enterprises can master customer experience.

This post was originally published in January 2016 and has been updated for freshness and comprehensiveness.

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