Marketing is always changing, and Customer Experience (CX) – interactions between a business and a customer throughout their relationship (ex., awareness, discovery, cultivation, advocacy, service, purchases) – is the new marketing battlefront, focusing on making businesses people-friendly.
- 89% of businesses expect to compete mostly on the basis of CX.¹
- 74% believe that CX impacts customer loyalty.²
Create emotional connections: emotionally-engaged customers are at least three times more likely to recommend your product/service, three times more likely to re-purchase, and less likely to shop around (44% said they rarely or never shop around).³
Put yourself in the shoes of people who use your product/service; connect and empathize with any situations that are facing your customers.
Spend enough time identifying and aligning any problems; use solutions that will create the most people-friendly outcome.
Don’t overcomplicate — simplicity wins with focus geared towards key principles.
Create a clear customer-focused vision, with guiding principles that will drive the behavior of your organization, and communicate this to your team.
Capture customer feedback in real time with post-interaction surveys, using a variety of automated tools through emails and calls.
Customer Experience needs constant nurturing, and businesses who implement a CX strategy achieve higher customer satisfaction/retention, a positive impact on customer loyalty and increased revenue.
¹Gartner Study; ²Oracle; ³The New Science of Customer Emotions by Harvard Business Review
Source: The Marketing Insider, reported by Joe Parrish; SuperOffice, reported by Steven MacDonald