By Jennifer Alsever, Workflow contributor
Companies today face a growing challenge: to be good for the world and great for customers.
Indeed, pressure from regulators, investors, and society to operate responsibly and provide goods and services that are environmentally sustainable has never been higher. But achieving these goals can’t come at the expense of a top-notch customer experience.
That isn’t easy. Shoppers, for instance, have grown used to the convenience of fast delivery, endless choices, and no-hassle returns. All can come with environmental costs.
“People want businesses to take the lead on various societal issues, including sustainability,” says Jon Picoult, who advises companies on the customer experience as founder of Watermark Consulting. “Now companies struggle with how to become more ecofriendly without any degradation in the customer experience.”
Still, leading companies are finding ways to embrace sustainability and actually improve how customers experience their brand and their products. Technology is often the key, whether it’s by helping provide better information on websites, using digital processes to coordinate repairs or recycling, or retooling product design.