Four cool customer experience (CX) cases you probably didn’t know yet (episode 11)

Clothing retailer ModCloth understands that people sometimes want to window shop while other times they might want to buy on impulse or take their time with a more calculated purchase decision. The company also understands that the same person can choose to shop in all three ways (and many others) when the mood takes them. So the retailer has created a website that allows users to like items, save them to lists and browse without any pressure to click the buy button (when the mood doesn’t take them).

During COVID, Coursera made its courses and some certificate programs free to everyone, which led to 18 million people joining in the last nine months—a 388% increase from the same period in 2019. Coursera’s content is tailored to provide a variety of information to fit each customer, from free online courses for high schoolers and college students to courses targeted at mental health and career development. Coursera created new content and aimed it at exactly what customers needed during an uncertain time.

JetBlue automatically credited the TrueBlue accounts of every person on the flight $100 when in-flight entertainment didn’t work.

Gusto is a payroll and benefits service that has a nearly impossible NPS score of 75 (30 is good and 70 is world class) through a CX strategy of listening, hiring and engineering. They for instance publish qualitative and quantitative metrics every month to the whole company. Also, at customer experience meetings they always ask “Who in the room has talked to a customer in the last week?” and if there’s nobody who has, they cancel the meeting to get on the phone.