4 essential modern customer experience principles to effectively actualise true impacts

In the current service-based, experience-led economy, offering exceptional customer experience has never been more important, especially when it evidently links directly to your business profits. Things have accelerated even more so due to the pandemic — the rapid digital adoption and enhanced digital literacy are leading businesses to think differently about their engagement approach with customers. As we are heading our way to the post-pandemic recovery, life has moved to the next normal. We are getting back to the streets, offices, and shops; we are doing face-to-face human interactions again, and yet the synergy between online and offline experiences has become inseparable as our trust and reliance to digital experiences grow.

Here in Zlashy, we believe customer experience is boundless and we are eager to work closely with our partners to uphold a holistic experience of excellence. We introduce CUBE, our proprietary customer experience principles, derived from our in-depth understanding and rich experience in customer and digital strategy formulation and actualisation.

CUBE principles
The CUBE principles had played a significant part in earning us the Gold and Local Hero awards in Brand Consultancy of the Year category and the bronze awards of the Digital Agency of the Year and Industry Specialist of the Year in the Agency of the Year Awards 2021 in Hong Kong.


1. Coherence and continuity
Modern customer experience is at an atomised state, penetrating all aspects of customers’ living . A coherent and accessible customer experience with the consideration of a multiplicity of online and offline touchpoints is imperative to meeting customers’ interests and needs anytime, anywhere. Creating such a seamless customer experience requires inherently well-connected journey mapping. Coherence and continuity motivate customers to move along the design of your business as their needs and goals are met progressively. When done well, customers get hooked to the integrated journey of your brand and would happily go through your multi-experience landscape and corresponding initiatives.

2. Understanding
Today’s thriving digital ecosystem, immense information access, and fierce competition of mindshare cultivate one of the more discerning, elusive, and complex customers. Their thoughts, demeanour, and expectations are ever-evolving. Brands must uplift themselves as listening organisations to uncover liquid customer insights constantly. By transparentising customer behaviours and understanding customer mindsets and preferences, businesses can define opportunities and features that can accurately tap into micro-moments of customers to create significant values along their journey. This is particularly crucial to devising strategically aligned and actionable micro-strategies across touchpoints. 

3.Brand purpose injection
With customers being more connected to the world and society than ever, customers these days lean more to purpose-driven businesses. They prefer brands that support local communities and brands that resonate with them in respect of the value, priorities, and righteousness. Brands succeeding in filling up the market whitespace between brand purpose and customer experience will find themselves uniquely positioned and irreplaceable in the market. The facilitation of consistent engagement strategy, communication tactics, and emotionally-attuned content through everyday interactions with customers will be the key to injecting your brand purpose and enabling emotional connection and entrenchment.

4. Engagement
Experience without activation is a passive way to gain traction. To motivate customers to flow into your brand’s experience tide, it is important to drive awareness and adoption throughout your engagements in your go-to-market strategy. A well-defined customer journey and personas will, for certain, be enormously helpful in formulating targeted and relevant tactics. In due course, customers should be driven to your brand’s ecosystem like clockwork when they continue to be engaged. A yes to loyalty and retention.

While a “CUBE” customer experience can be a definitive differentiators for brands hoping to stay ahead of the curve, it is, nonetheless, the first step to path high-potential growth for businesses. Engage with Zlashy today to transform your brand to get future-ready for the next digital wave in customer-centric experiences. #daretodisrupt

ZLASHY is a top digital agency in Hong Kong delivering end-to-end solutions. Home to passionate envisioners/creatives/technologists, Zlashy is committed to doing whatever it takes to help brands get future-ready. Offering digital consulting services and innovative creative digital marketing solutions, we go to great lengths rolling up our sleeves to craft the next-level user experience amplified by the “why” of your business, CX/UX design, and technologies.