July 10, 2017
Customer experience was the driving force behind Canon Australia’s recent site transformation. Aman Bhalla, the brand’s Director of Digital Commerce, shared her key insights on this transformation during a fireside chat at the Imagine conference in April. Here are five useful takeaways.
1. The customer comes first
“We needed to put the customer at the heart of everything we do, which means we needed to provide experiences that exceed their expectations. Our first step was to really understand our consumer, understand their needs.”
2. Create valuable experiences
“It’s all about adding value at every stage of the customer life cycle. The more value you add to a customer’s journey and the simpler you make it, the more loyal they'll be to your brand. Their positive engagement forms the stickiness to your brand.”
3. Understand customer pain points
“For consumers to do more, the starting point was really to understand how to help them find the right products for their needs.”
4. Emotions are important
“Imaging is an emotional-based decision. People like to be inspired and led in this category. For us, everything that we do is about helping our consumers: how do we enable them, how do we inspire them, and how do we help them celebrate their journey?”
5. The customer experience continues outside of the box
“It’s not just about selling the box for us, it’s all about what happens afterwards. The customer’s journey starts once they’ve got the product in their hands–that’s when magic happens and they form a connection with the product and brand.”
Read the full Canon Australia customer story here.