2. Customers will care about how you do things

The customer experience doesn’t only include what the customer receives, but also how they receive it. Customers are paying more attention to how a brand does what it says it will do and are identifying with brands that peel back the curtain and show them how things are getting done.

Max Newton of BusinessDeveloper explains how many brands use video and mobile to highlight the importance of this trend.

“Are you going to be one of the few businesses that shows the customers HOW you develop your product/service? People don’t care about what you do; they want to know that your HOW aligns with their values. Could your customer go for a beer/glass of wine with your team and not feel anxious? This stuff matters; character has made a comeback, show your business’s character. Mobile optimized video is the key.”

What to do:

Go behind the scenes with your customers and show them what a day in the life looks like at your company. Many brands have used influencers to “take over their social media feeds” for a day. You can also do the same thing with your employees.

For example, Airbnb allowed social media influencers to take over their Snapchat soon after they launched on the platform.

(Source: All About Airbnb)

Another way is by showcasing more about the people involved in your process and inviting your audience to connect with them. For instance, at the end of each of our blog posts we include an author profile with some information about the writer and a way for you to connect with them on social media.

Showcasing how products are built, services are handled, and the team behind the brand can endear your brand to your customers.