Putting the experience in customer experience

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These days, it’s not enough to simply offer a product or service to a customer. You must prioritise customer experience, too. Businesses must go above and beyond to offer something extra – something the competition doesn’t have. Over half of customers expect a higher standard of customer service compared to just one year ago. Because this is what makes businesses human, and makes customers feel connected to the brand they’ve chosen.

Experience is all about feeling

Whatever sector we’re in, making people feel positively about our brand, product or service will result in a positive experience. This, in turn, will result in positive reviews and positive brand association. Which leads to loyalty and recommendation.

In an age of instant gratification across almost every sector, experience is more important than it has ever been. A Walker study found that by the end of 2020, customer experience will overtake price and product as the key brand differentiator. It’s apparent that it’s no longer enough to just deliver the service you promised – it’s how you do it.

Experience lasts in customer’s memories. An experience is a whole journey, not just the end result. The customer or client begins their experience with you from the moment they hear about your brand or business, right the way through the decision-making process, to finally conversion and usage. So it’s important to enhance this experience across each touch point.

People remember how they’ve been treated and what their customer experience has been.

Ask yourself when you last received great customer experience. And then ask yourself when you last had a terrible experience. It’s easy to think of both examples – but we bet, when it comes to using both businesses again, you’ll know which to choose.

Even if it’s been years since using a product or service, a customer will remember a poor experience, and this will have an ongoing impact on how they view your business.

Your customers are real people. They talk with their friends and family over dinner. They share their experiences. Therefore, if you can consistently provide a positive experience, then it’s likely this will be shared across your customer’s networks.

And it works the other way around, too. According to Esteban Kolsky, only 1 in 26 unhappy customers will complain, but 13% will share their bad experience with over 15 people So you might not know about your customer’s bad experience… but their friends will.

The key to truly capitalising on the benefits of experience is to remain consistent and thorough at every stage of the customer journey. Contact us on LinkedIn to share your thoughts on customer experience with us.

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