Catering to the On-Demand Customer

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Customer Strategy
Customer Experience
Each customer is unique. As Don Peppers, founding partner of Peppers & Rogers Group notes, "customers differ from each other, in terms of both their value to your business, and what they need from your business." Customer differentiation also applies to the various ways customers can access a company's products and services - whether they purchase from a physical location or, as 1to1 Media Senior Writer Judith Aquino points out in this week's feature story, through their use on-demand services. On-demand companies such as Instacart, Curbside, SpotHero , and Luxe are leveraging customer insights and focused on being customer-obsessed in order to gain an edge in delivering services that are all about speed and convenience.

Each customer is unique. As Don Peppers, founding partner of Peppers & Rogers Group notes, "customers differ from each other, in terms of both their value to your business, and what they need from your business." Customer differentiation also applies to the various ways customers can access a company's products and services - whether they purchase from a physical location or, as 1to1 Media Senior Writer Judith Aquino points out in this week's feature story, through their use on-demand services. On-demand companies such as Instacart, Curbside, SpotHero , and Luxe are leveraging customer insights and focused on being customer-obsessed in order to gain an edge in delivering services that are all about speed and convenience.As on-demand companies such as Luxe have recognized, it isn't enough to simply provide customers with consistent experiences in order to distinguish their brands. Customers increasingly want companies to provide proactive customer experiences to demonstrate how much their business is valued and that the companies they choose to do business with are looking out for their best interests.

At Luxe, which provides on-demand valet parking services, "if we're expecting heavy traffic, we'll let our customers know that the valets could be delayed," shares Amanda Brooks, head of customer delight for Luxe.

One of the things I was reminded of after reading Aquino's article is that consumer expectations for instant gratification don't just apply to the use of on-demand services. These expectations are woven into the fabric of the experiences that customers now expect when interacting with all types of companies and organizations.

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EXPERT OPINION