In late 2021, the online food delivery company, DoorDash, announced that all employees — including its engineers and top executives — would be required to participate in food deliveries (“dashes”) at least once a month. The goal of the employee initiative was to fuel a “customer-obsessed mindset” by bringing employees closer to the customer, all in an effort to make the service “1% better every day.”
Many companies have gone to similar great lengths to improve the customer experience, and for good reason. Improving it, even by a sliver, can generate tens of millions of dollars of revenue by reducing customer churn and upping customer spending.
In today’s digital-first world, achieving great customer experiences is more challenging than ever. Customers interact with companies in a dizzying array of places. They no longer only interact with a call center worker or a delivery driver; they liaise with email campaigns, chatbots, review sites, and social media.
