Editor’s Note: We’re excited to welcome Dan Ridge as a contributor to the CCC blog!
The customer is always right has long been a business adage. In today’s highly competitive environment, it’s more than just selling products to customers; it’s about providing them with a seamless and enjoyable experience throughout the time they’re in touch with your business.
Whether they’re looking at your website, talking to a sales rep, or reading one of your brochures, the customer should gain value and insight from their experience of dealing with your business, which is why everyone is talking about customer experience.
Good customer experience has a huge role to play in whether a customer buys from you and can be the key decision-making factor. I interviewed Rory at Promotions Warehouse and asked for his view on why customer experience should be your focus for 2018.
A good experience increases overall customer satisfaction
Research has shown that providing a consistent approach to customers throughout their customer journey with your business can increase customer satisfaction by around 20%. If every touch point the customer has with you from initial contact to purchase to post-sales communication is consistent and positive, that customer will be far happier than one who bought your product, but experienced poor service while doing so.
A good experience means customers are more likely to come back
It’s far less expensive for businesses to carry out repeat business with loyal customers than to constantly attract new customers all the time. Enjoying a great customer experience is a very good way to ensure customer loyalty to your brand. If they have a positive experience dealing with you, they’re more likely to come back again and again. Customer experience is what will make you stand out from your competitors and adds value to your customers, so they won’t want to risk switching their business elsewhere.
Customers who are happy will spread the word
If your customers have a good experience, they’re more likely to spread the word among their friends and colleagues, which can lead to an increase in referrals.
They’re also more likely to write favorable reviews on your website and to praise you in online forums or groups on social media. All this free word of mouth publicity can only enhance your business reputation and spread your name to other potential customers who might not otherwise have heard of your business.
“Good customer experience is more than just selling customers a product they need at the right price; it’s about providing them with consistent communication, tailored messaging and information which is valuable and interesting to them.”
Good customer experience is your key differential
Unless your product or service is completely unique, you have some competition out there in the marketplace. With others offering the same product, the only differential for customers is their experience buying from your business.
Offering superior customer service compared with your competitors is a clear way to make your brand stand out and help your customers with their decision-making process. It’s also a better long-term strategy than trying to beat competitors solely on price.
Happy customers spend more money
Customers who enjoy the experience of working with you or dealing with your business are far more likely to spend more money with you. Research has shown that customers who enjoy good customer service are 70% more likely to spend more money with a business than those who have experienced an adequate level of service.
They’re not just more likely to become loyal and repeat customers but also customers who spend more each time they use your products or services. This is one of the biggest reasons why customer experience should be your focus for this year if you want to grow your business.
Building long-term customer relationships
If you can create a great customer experience, you’ll be able to build a long-term relationship with your customers, keeping them coming back repeatedly.
In today’s consumer society, customers are bombarded with messages and marketing material at every turn. Creating consistent personalized, tailored customer communications will help your brand break through the noise and stand out in their minds.
If customers look forward to your emails/mailers/catalogues/offers because they know they’ll be relevant and interesting, you’ll be able to build lasting relationships with them to help create a sustainable business.
Good customer experience is more than just selling customers a product they need at the right price; it’s about providing them with consistent communication, tailored messaging and information which is valuable and interesting to them. Customers need to have a great experience at every single touch point with your company, from the first ad they see to when they walk through the doors. If that happens, your business will benefit.
Weigh In on Customer Experience
How does your company offer a good customer experience?
What companies provide you with an enjoyable customer experience?
What other benefits do a quality customer experience deliver?
Dan Ridge is a freelance writer specializing in marketing and small business.