Excellent customer experience, much like poor customer experience, can create a lasting impression in a consumer’s mind. Faced with more purchasing options than ever before, customers are turning to customer experience to help them decide where and how to spend their hard-earned dollars. In fact, it is predicted that by the year 2020, customer experience will become the key brand differentiator (Walker Customers 2020 Report). That means that to set your brand apart you need to focus on providing your customers with an outstanding experience.
5 Reasons Why the Customer Experience is so Important
1. It can generate brand loyalty
When you break it down, a top-notch customer experience is really what’s at the heart of brand loyalty. Sure, you need to have a decent product, but past that, what will your customers rally around? Give your customers a reason to continue choosing you, over and over again.
2. Advertising is becoming less effective
In a crowded marketplace, advertising is beginning to lose its edge. Customers, especially millennials, have a cynical and jaded view of advertising and can spot paid marketing from miles away. Consumers are largely basing their purchases on word of mouth advertising, customer reviews, and recommendations from trusted friends.
3. It’s the only key differentiator
“You’ll never have a product or price advantage again. They can be easily duplicated, but a strong customer service culture can’t be copied.” -Jerry Fritz, customer experience speaker and author
Price and product are fading into the background when it comes to distinguishing factors for brands. If you’re trying to set yourself apart from the crowd, your customer experience is the prime opportunity to shine.
4. It can help build trust
People love brands that listen to them and take their feedback to heart. Doing that builds trust and once you’ve built trust, you can build relationships- the core of brand loyalty. 20 years ago, the customer-brand relationship seemed very one-sided, but that’s no longer the case in the digital era. It’s easier than ever for brands to build relationships with their customers today. The dawn of social media simplified the communication process and provided brands with increased opportunities to get their messages out to their audience. And speaking of which…
5. People talk
Customers love to share their experiences (good, bad, and ugly) with the world, and social media has given them the perfect platform to do so. You know your customers will be talking about you anyway; give them something good to say.