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Leader Spotlight: Fulfilling customers’ emotional needs, with Aditi Jain
- Aditi Jain, the former Head of US Digital/GM at Blue Bottle Coffee, discusses the importance of fulfilling customers' emotional needs to create an experience that goes beyond transactional. She emphasizes the need to listen to consumers' emotional needs and use that to create an immersive journey for them. One way to achieve this is by understanding what job the customer is really trying to do and satisfying their requirements accordingly. Jain also explains the significance of building a genuine connection with customers that goes beyond just a pretty website, loyalty programs, or discounts.
- Jain shares that personalization is more than recommending products in response to quizzes. It's about genuinely getting to know customers like you would a friend or an acquaintance. She believes in the significance of omnichannel experience for customers - meeting them wherever they want and however they want. Jain suggests using technology to gather insights about customers through surveys and previous interactions. She highlights the importance of internal data, customer data from different platforms like cafes, online, and social and monitoring competitor's strategies to see what's out there.
- Jain recalls how the team at Blue Bottle Coffee learned that drinking coffee is less about an action and more of a ritual of taking a moment to oneself. Jain and her team started thinking about how to emulate that experience online, using softer colors on the website, emphasizing messaging like slowing down, and taking a moment to pause to emulate a café-style experience online as much as possible. They developed educational content and storytelling through product pages, flavor profile, quick recipes, and brewing techniques.
- For Jain, UX design is both an art and science. Big and small brands must maintain a best-in-class experience and adapt to customer needs. A/B testing is a must, and brands should be clear on their funnel metrics to optimize them. Jain emphasizes the need to anticipate customers' needs and work towards building a genuine, personal connection with them. The value has to be genuine and personal and extend beyond transactional relationships.
- Customers today expect that extra mile from the brands they interact with, who are delivering personalized and thoughtful communication, anticipating customers' needs, and building a genuine connection. Jain underlines building in thoughtful details like opt-out options for Mother and Father's Day messaging and vacation reminders, amongst others. She advises brands to go beyond the bottom of the funnel and develop a connection with customer's ethos from the top of the funnel that weaves across the customer journey.
- Omnichannel customer experience means meeting the customer's needs at different touchpoints across websites, apps, social media, and in-store. Jain explains the value of maintaining thoughtful communication through automation, resolving friction points, and connecting online with offline shopping to prevent any disruptions. Jain suggests companies aim at progress over perfection and build an experience that anticipates customer needs and goes beyond just transactional relationships.
- Jain advises that it's critical to allocate resources towards gathering actionable customer insights to inform the digital strategy of any startup. This includes having conversations with customers in stores, conducting surveys using tools like SurveyMonkey, leveraging technology like customer data platforms, and learning from the competition. Jain underlines that the goal is to build a genuine bond that goes beyond just shopping.
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