It is no coincidence that the most innovative brands in the world are also leading the way in customer experience. Brands like Apple, Disney, Zappos and Amazon are front of mind during conversations about memorable customer experiences. To thrive in this era of rapid disruption, other organisations also need to invest and focus on the customer journey.

The trend is set to continue as highlighted in a study from Gartner. The study found that in 2010 only 36% of companies expected to compete mostly on customer experience, whereas in 2016 that percentage increased to a staggering 89%.

So what makes these leading brands stand out from the rest? 

Here are customer experience examples we can learn from them:

Apple

Lesson: Provide a consistent customer journey

Each touch point with the customer matters, whether it be early in the journey or towards the end. Customers value and appreciate a journey that is consistent and Apple is a brand that does this extremely well.

Let’s take the iPhone as an example. Apple provides a memorable experience at every point in the journey, from the research phase (clean and slick website) to the communication while waiting for your iPhone (email and sms delivery updates). A standout moment in the journey (often overlooked) is the suspense encountered when lifting the lid off a new iPhone box. It takes about five seconds to slide off the lid - the excitement, the anticipation, the joy - it all forms part of the experience.

Disney

Lesson: Create a seamless experience

Customers are connecting with companies in more ways than ever. Mobile, email, instant chat, social media - the list goes on. Disney continues to enhance their omni-channel experience and this is apparent in the customer journey at Disney World. The seamless end to end journey starts from the moment a customer visits their mobile-responsive website.

After purchasing their tickets and prior to arriving at Disney World, customers receive Magic Bands in the mail. Each family member has their own assigned Magic Band but these aren’t just ordinary wrist bands, they provide visitors with an experience like no other, acting as a hotel room key, ride reserver, and a method of making payments. What about all the photos your children take with Disney characters? Well these also get stored on your Magic Band and can be accessed later. In true end to end customer experience, Disney follow up with customers after their visit, thank them for visiting and share photos of memorable moments during their visit.