10 Ways To Innovate Your Customer Experience [+ Real-Life Examples]

What turns a hesitant prospect into a loyal customer? You might think it’s your product or price, but it’s actually the customer experience. That’s right! 

Improving your customer experience can have a major impact on your brand image. 

Take the story of 7-year-old Luka, who lost his Ninjago figure on a trip. He was devastated, but upon his father’s advice, Luka wrote to Lego asking for a replacement—and the response that he received was heartwarming. The Lego customer success team not only replaced the figure but also added extra goodies for "being honest."  

Below is a snippet of the emails from both Luka and Richard, respectively.

The response was so thoughtful and creative that Lego quickly went viral worldwide, restoring people's faith in good customer service.  

This is just one example. Brands ranging from Trader Joe’s to United Airlines have compelling stories demonstrating the value of prioritizing customer experience above everything else. 

Thus, it is no surprise that 45.9% of business professionals believe innovating customer experience is the number one priority their company should focus on in the next five years.

But what does innovating your customer experience involve? Given below are ten ways you can innovate customer experience for your business (with examples!). 

Let’s get you some solid inspiration!

Top 10 Ways To Innovate Your Customer Experience

Here are the top ten strategies you can implement in your business to innovate customer experience for both new prospects as well as existing customers.

1.   Personalization at Scale

Did you know 59% of consumers expect brands to personalize their experience? Personalization at scale means tailoring each interaction to individual preferences, even across a large audience.  

With AI app development, data analytics, and automation, you can offer personalized content, product recommendations, and targeted offers, making every customer feel valued and understood.

Example: Cleo

Cleo, an AI-powered personal finance app, brilliantly showcases hyper-personalization. The app uses lingo, GIFs, and memes relatable to Gen Z and younger millennials. The user experience makes managing finances enjoyable and serves customers' critical need to feel valued individually.

Cleo’s standout feature is its in-built chatbot, which provides customized advice and alerts based on every user’s spending patterns, income, bills, and past purchases. Customers can even ask the chatbot to present the insights as a “hype” or a “roast,” thus creating an interactive experience individualized to their taste.

2.   Omnichannel Customer Support

Research indicates that omnichannel customer engagement strategies successfully retain an average of 89% of customers. In light of this, providing your ideal buyers and loyal customers with omnichannel customer support is a must in today’s digital age. 

Omnichannel support integrates various communication channels—like phone, email, chat, business texting, social media, and in-person interactions—into a seamless customer service experience. It allows customers to switch between channels without losing context, ensuring consistent support. This unifies customer interactions, helping businesses provide faster resolutions and more personalized responses, ultimately boosting satisfaction and loyalty.

Example: Adidas

Adidas has been using WhatsApp since 2015, leveraging it as a key part of their omnichannel strategy. In 2019, the retail giant launched the 100% Unfair Pred campaign in which they integrated WhatsApp into a broader support network that spanned social media, influencer campaigns, and live chats. 

Adidas allowed recreational athletes to "rent" professional athletes for their games, a unique offer that was made accessible through WhatsApp. Customers could chat with Adidas directly to provide details about their sport, game schedules, and why they needed an athlete. This personalized interaction didn’t just happen on WhatsApp—it was part of a seamless system connecting social media and other touchpoints.

For instance, users saw the campaign promoted on Instagram or Twitter, interacted with influencers, and then were guided to WhatsApp for real-time conversations with Adidas. The brand ensured that customers could start their journey on one channel (social media) and smoothly transition to another (WhatsApp) without losing context. 

3.   Leveraging AI for Predictive Customer Service

AI-powered predictive customer service helps businesses anticipate issues before they occur, providing proactive solutions. By analyzing historical data, AI can predict product malfunctions or service disruptions, allowing companies to address problems quickly and efficiently. This reduces resolution times and boosts customer satisfaction.  

Additionally, AI can detect behavior patterns to suggest relevant products or services, making interactions more personalized and improving customer engagement.

Example: KFC

KFC is a great example of how AI can enhance the customer experience. Partnering with Baidu, a Chinese search engine business, KFC introduced facial recognition technology in select locations in China. 

Based on the user's estimated age and emotional state, the system may recommend various menu options. A twenty-year-old man, for instance, might be suggested a lunch consisting of roasted chicken wings, a crispy chicken sandwich, and soda. This expedites the ordering process and offers a high degree of customization that many customers find appealing.  

This strategy was a success with Chinese customers, since they are generally adept with digital technologies (especially in big cities like Shanghai and Beijing) and could appreciate the speed with which KFC offered them a personalized dining experience.

4.   Enhancing Mobile App Experience

With over 4.88 billion smartphone users worldwide, enhancing the mobile app experience is crucial for innovating customer experience. To achieve this, ensure your app has intuitive navigation, a user-friendly interface, and fast load times.  

Adding in-app chat, support, and payment options makes customer journeys seamless, while AI-powered real-time assistance and predictive analytics boost engagement. 

Example: Noom

Noom, a popular weight-loss app, excels at delivering an enhanced mobile experience. It combines meal logging, biometric tracking, virtual coaching, and educational content into a streamlined interface. What makes Noom stand out is its use of behavioral science to keep users engaged.

Tasks are broken into easy-to-follow checklists, and complex activities are simplified with humor and metaphors. 

Noom also uses visual progress tracking to motivate users, encouraging consistency and commitment. This approach makes Noom a leader in providing a highly personalized and engaging mobile experience, keeping users engaged every step of the way.

5.   Adopting Customer Feedback Loops

Research shows that 15% of customers leave brands that lose data. To prevent this, businesses need to understand why customers are dissatisfied and make necessary improvements. That’s where customer feedback loops come in. 

By regularly collecting, analyzing, and acting on customer feedback, companies can pinpoint pain points, understand preferences, and meet customer needs more effectively. This approach not only improves customer retention but also drives customer-centric innovation.

Example: Netflix

Netflix takes its customers’ feedback very seriously. Through surveys and focus groups, Netflix gathers insights into its app interface, recommendation algorithms, and content choices. 

The company also relies on NPS (Net Promoter Score), CSAT (Customer Satisfaction), and CES (Customer Effort Score) surveys to understand user behavior and preferences.

This feedback is crucial for decisions about content generation, licensing, and even pricing. Netflix can adjust its offerings based on customer input, ensuring that they continue to deliver a personalized, engaging experience. By constantly incorporating feedback, Netflix keeps its users satisfied and coming back for more.

6.   Gamification for Customer Engagement

Gamification adds fun and motivation to customer interactions by incorporating game-like elements such as points, badges, and leaderboards. This makes engaging with a brand more enjoyable and rewarding. 

Whether it encourages product reviews, inspires social media shares, or motivates loyalty program participation, gamification fosters competition and achievement, boosting brand loyalty and driving repeat business.

Example: Starbucks

Starbucks is a prime example of gamification done right. The Starbucks Rewards program is one of the most successful loyalty programs globally, contributing 40-50% to the company’s revenue. Customers earn stars with every purchase, which can be redeemed for free drinks, discounts, or exclusive benefits.

The Starbucks app personalizes offers based on users' preferences and purchasing habits. It even assigns tasks like earning a free drink by purchasing a set quantity of a product within a week. Time-sensitive promotions, like double-star days, further keep customers engaged. Thus, gamifying the customer experience has helped Starbucks create a loyal and engaged community that keeps growing. 

7.   Augmented Reality (AR) and Virtual Reality (VR) Experiences

Augmented Reality (AR) and Virtual Reality (VR) are advanced technologies with multiple implications in various industries and CX is no exception. 

AR lets customers visualize products in their real-world environment, helping them make better purchase decisions and reducing returns. For example, users can "try on" clothes or see how a piece of furniture fits in their living space. 

VR, on the other hand, provides virtual tours, simulations, and immersive storytelling, creating a unique experience that traditional methods can't offer. Combined together, AR and VR can create unforgettable, engaging experiences that set brands apart.

AR and VR technology not only make experiences more engaging but also help enhance image quality, providing clearer, more detailed visual representations of products. This higher level of detail helps customers feel more confident about their choices, as they can closely inspect textures, colors, and fit in a way traditional images cannot offer. By delivering an immersive and visually enhanced experience, brands can build trust with customers, making them more likely to complete a purchase.

Example: Ikea

Ikea has embraced AR with its Ikea Place app, launched using Apple's iOS 11 and ARKit. The app allows customers to virtually place Ikea furniture in their homes, helping them see how items would look and fit before purchasing. 

This enhances the decision-making process and reduces the need for returns.

Ikea plans to expand these features, allowing users to interact with products—like converting a sofa into a sofa bed. By leveraging AR, Ikea is transforming the furniture shopping experience and expects this technology to boost sales in the years to come.

8.   Proactive Customer Support

Proactive customer support anticipates customer needs and addresses issues before they arise, enhancing the overall experience. 

Instead of waiting for customers to report problems, businesses can use certain tools to provide impeccable customer support. These include customer service knowledge bases, chatbots, automated notifications, data analytics, and many more. Customer service knowledge base in particular, allows users to find answers on their own reducing the need for direct support. Using these tools can help companies identify potential pain points and offer solutions preemptively.

“Embracing tools and technologies to offer proactive customer support isn’t just about staying competitive. It is about empowering your customer success team to reach their full potential and drive unprecedented innovation.”

[— Ian Nicholls, Founder of AutomobilGarage.com]

Providing proactive customer support fosters trust, reduces frustration, and increases customer satisfaction by demonstrating that the brand values their time and proactively seeks to resolve issues. One great avenue that facilitates proactive customer support is social media. In fact, 84% of consumers who have sent customer service requests over social media report receiving a prompt response, typically within the hour.

Example: Brooks Brothers 

Brooks Brothers demonstrates proactive support by participating in customer conversations on social media. The luxury retail company tweets to customers who use social media to express their appreciation of the brand. 

Using their Twitter handle, Brooks Brothers also often checks in with customers who regularly visit one of their retail stores, asking about their experience.

This tactic provides the brand’s consumers with a direct channel of contact and alerts the company to CX problems that they might not have been aware of. As a result, this is a useful strategy to generate brand advocates and boost sales by increasing customer loyalty.
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9.   Community Building and Social Proof

Community building fosters belonging and loyalty, encouraging active customer participation. Providing platforms for discussions and exclusive content deepens engagement. 

Garnering social proof—via user-generated content, testimonials, and reviews—builds trust and credibility. You can also embed a Facebook feed on your website to showcase satisfied customers, validating the brand's value and influencing potential buyers. Together, these strategies create an interactive environment that makes customers feel valued, enhances experience, drives advocacy, and attracts new customers, boosting brand reputation.

Example: Itzy Ritzy

Itzy Ritzy, a brand focused on parenting products, has created a thriving community by offering valuable content and celebrating its customers. They feature parent profiles on their blog, where customers share their stories, and they encourage engagement through a referral program.

By providing a platform where parents can connect, share experiences, and find support, Itzy Ritzy has built a loyal, engaged community. This approach not only strengthens their relationship with customers but also highlights the rewarding aspects of parenting, bringing new and returning customers into the fold.

10.   Sustainability as a Core Customer Value

Sustainability isn’t just a trend—it’s a key driver of customer loyalty. By offering eco-friendly products, using sustainable packaging, and operating with carbon-neutral practices, brands can align their values with the ethical expectations of today’s consumers. 

Transparent communication about these efforts builds trust, while initiatives like recycling programs or incentives for sustainable behavior create a positive impact. This approach not only satisfies growing consumer demand for sustainability but also differentiates brands in competitive markets.

Example: Patagonia 

Patagonia, an outdoor clothing and gear brand, is a prime example of how integrating sustainability into a brand’s core values can enhance customer experience. In addition to using eco-friendly fabrics in their outerwear, Patagonia also offers its customers the ability to mend existing garments, reducing the need for new purchases.

It outlines how merchants might implement the circular economy in their sector. Since Patagonia products are so robust, the company explicitly promotes people to buy used goods and recycle old Patagonia clothing. The American retail company also keeps a careful eye on its supply chain to ensure that fair-trade standards are met and that workers, consumers, and the environment are all protected. This assures customers that the brand stands by its values and thus, elevates client satisfaction and customer experience.

Final Thoughts

As evidenced above, innovating customer experience is essential for businesses seeking to thrive and stay ahead of their competition—and to do so, they need to continuously innovate their customer journeys to put their customers above everything else.

Personalizing interactions, providing omnichannel support, leveraging the latest technologies, offering proactive customer support, building a loyal community through social proof and prioritizing sustainability are just some of the ways brands can create memorable experiences that resonate with customers. 

As customer expectations continue to rise, organizations must remain agile and committed to enhancing the customer journey by meeting these shifts in customer preferences, transforming challenges into opportunities for growth and differentiation in the marketplace.