The Experience is the Marketing
We see many companies creating campaigns and offers to attract customers, but when you try their services or buy their products, the experience is not as expected. The customer experience is reflected by your staff in service delivery, customer service, and sales in-store or online transactions.
What makes the difference, in the end, is the customer experience. If you deliver a poor customer experience, it will reflect negatively on your brand.
Customer experience is an expression of how customers experience interaction within any channel of your company, online and offline. These experiences can be personal, physical, digital, and emotional. These perceptions have a direct impact on future customer behavior to purchase or recommend. What they share with others about their experience has more impact on brand reputation and brand value than anything else.
So, in short, experience is the main driver of loyalty.
Creating a consistent and memorable customer experience, therefore, is key. Experience has become the new battlefield where some brands are successful while others struggle.
Creating a consistent and memorable experience is key for your brand to retain its customers and build loyalty.
Customer experience is about anticipating their wants, needs, and problems, even before they arise. It’s about showing up with ease and consistency and ensuring every interaction with you is memorable and meaningful to create a long-term relationship with the customer.
Some of the key initiatives to take which will help you create a memorable experience for your customers are:
Sport a User-Centric Design: Besides ensuring that your product or service is built intuitively to cater to your customer needs, you need to ensure that your website meets your user’s expectations. You can’t offer an amazing service or product and your website is below standard. Your brand needs to shine online and offline.
Design Accessible Content: If your website visitors have to dig deep to find relevant information about your products and/or services, you are creating more effort for them and frustration. It's very critical to consider that your competition is likely investing in better online experiences for its customers.
Invest in Personalized Engagements: Once your visitors become customers, seek out an automated marketing/email solution that easily enables you to create a personalized experience for your customers. Many website builders offer such features which enable you to segment your customers and target them based on their customer life-cycle with your brand.
Show Off Your Reviews: Manage your online reviews and make sure to respond to and resolve customer complaints as soon as they arise. Moreover, showing off your reviews on your website, makes it easy for potential customers to find information about others’ experiences with your brand. It’s a great way to inspire consumer confidence and trust: two key ingredients to a seamless customer experience. It’s a fact that customers approach brands based on positive reviews.
If people love the experiences with your brand throughout the entire customer journey online and offline, they will become your biggest fans and they will recommend you to their friends, family, and colleagues. Over time, this leads to long-term benefits for your company: brand loyalty, improved customer retention, and increased revenue.
Reach out to us to help you build an amazing website that will delight your customers. We are here to make you shine and help your brand grow. Book a free consultation with us today.
References:
Wiringa, A. Andre (2017). Reverse Journey.
Why Customer Experience is the Ultimate Marketing Tool (2019). https://www.convinceandconvert.com/customer-experience/why-customer-experience/
How Customer Experience Marketing Helps Companies Attract and Keep Customers (2021). https://www.reviewtrackers.com/blog/customer-experience-marketing/
