Ten truths about the customer experience
Even when there is no marked strategy for it, a brand usually seeks to develop an appropriate Customer Experience to its customers. That is to say, they try to collect all the data of the interactions of the clients with the brand. An analysis of the route: from the moment you are interested in the product to the moment you purchase it. This study will seek to analyze the strengths and weaknesses to continue building consumer confidence.
In the following lines you will find ten truths (and tips for entrepreneurs) on how the Customer Experience should use a corporate brand
– Consumers’ decisions are based on what they experience and hear about their brand. Every customer experience you provide to customers can encourage or discourage satisfaction, loyalty and recommendation or prescription of your products and services.
– Your brand is owned by the customer, not you. It is created and shaped in the minds of your current and potential customers. You are what they think you are or what they hear from other consumers about you.
– What your brand does is more important than what it says. Your brand will eventually be evaluated by your customers to the extent of what you do for them, not what you say in your ads, emails or on your website, etc.
– Brands that can’t retain customers can’t win. Customer acquisition is a costly and difficult process; retaining and increasing loyal customers is the key to business success and profitability.
– Brands that cannot motivate their customers to share positive sentiment diminish the effectiveness of their marketing efforts. People trust each other more than brands do, and word of mouth is a powerful force for improving knowledge and consideration.
– Inbound traffic, conversions, and sales increase as salespeople build their efforts on solid customer advocacy.
– Your brand can’t be good for everyone. Customers have different needs, expectations and values. The better your brand can understand and reflect these values through focus, segmentation, buyer-persons and content customization, the more powerful the customer experience it can offer.
– You must listen to your customers to understand them. Sellers spend a lot of time and money studying what makes people to buy, but too often ignore those who get them to be satisfied, loyal and willing to tell others about their brand. The customer’s voice is essential to defining and measuring the performance of the customer experience.
– Differentiated brands are created by differentiated experiences. Finding and solving problems that reduce satisfaction are success bets for brands. Brands that build a strong affinity, or love the customer, are not only retroactively solving problems in a proactive manner to offer meaningful experiences that distinguish the brand from competitors.