By Mandy Reed, Marketing Manager (Global)
Happy CX Day! Today marks the 4th annual CX Day, a global celebration of great customer experience and the professionals who make it happen. There’s no escaping the fact that customer experience has become a key factor in customer purchasing decisions, often even outweighing price. And to say that delivering a positive experience can be challenging is certainly an understatement!
I was recently reading a blog post from Gartner about improving the customer experience by creating bridges between silos of engagement (more on that later), and it brought to mind a story about Waldameer Park, a small, family-run amusement park along the shores of Lake Erie in the US. In the 1990s, park owner Paul Nelson began the quest to build a new roller coaster, the Ravine Flyer II, to replace the original Ravine Flyer which closed in 1938. He was adamant that, like the original coaster, the new one cross over Peninsula Drive to give riders a unique, thrilling experience. Bridging the 4-lane highway, which is the only access road to popular Presque Isle State Park, became one of the main obstacles Paul would face in gaining approval to construct the new coaster.
In 2008, after nearly 20 years of planning, legal battles and long delays, the Ravine Flyer II opened – featuring a 165-foot-long arched bridge that takes riders over traffic on Peninsula Drive and back during their minute and a half long ride. Paul’s dedication to his vision paid off. The Ravine Flyer II won the prestigious ‘Golden Ticket Award’ as the best new ride in the world for 2008 by Amusement Today and park attendance jumped by 20% that season. The park has continued to maintain those increased levels of attendance in the years since the coaster opened, and the Ravine Flyer II is consistently ranked as one of the Best Wooden Roller Coasters in the world, reaching 5th place in 2016. Riders continue to rave about the experience of the Ravine Flyer II, many returning year-after-year to enjoy the coaster.
Just like bridging the 4 lanes of traffic was an obstacle for the construction of the coaster, so is the bridging of engagement silos for the improvement of the customer experience. According to Gartner analyst Gene Phifer:
“Delivering customer engagement in silos can significantly damage the customer experience. We predict that through 2020, silos of customer engagement will be one of the top three leading causes of customer dissatisfaction for enterprises across all industry segments.”
Even though silos may be the natural result of how your organisation is structured, your customers don’t care. They just want a smooth, seamless journey that enables them to remain oblivious to the fact that they may have transitioned from one internal silo to another. Mr Phifer continued:
“Bridging the silos of customer engagement leads to a seamless transition across channels and devices. Moving from a disconnected, siloed customer experience to a truly unified customer experience is an important step in maintaining and improving the customer experience. This may be nothing new, but the difference now is that it is no longer a ‘nice to have’. It has become a necessity for survival.”
That’s certainly some good food for thought as we celebrate CX Day and great customer experiences around the world. Organisations that want to be truly competitive need to take a step back and evaluate whether or not they are providing their customers with seamless, end-to-end engagement – even if their journeys feel like a roller coaster ride as they switch between channels and devices!
Whether or not you’re a roller coaster enthusiast, I’m sure you can appreciate that it was Mr Nelson’s unwavering commitment to his customer experience vision that made all the difference. While I’ve not met him personally, I’ve been told by someone who has that his passion for Waldameer Park and the experience of his park visitors is very obvious in every business decision he makes. Today we recognise him and all the customer experience professionals who are dedicated to bridging the gaps in order to deliver great experiences that make customers want to come back for more. Thank you for the hard work you do all year long!
Photos courtesy of Mekis Construction.