WHY CUSTOMER EXPERIENCE MATTERS

In a world where your business could potentially be one bad tweet from bankruptcy, customer experience is everything.
 
Let’s take the time to better understand the importance of customer experience from a marketer perspective.

What is customer experience?

The customer experience refers to the series of touchpoints and interactions that your customers have with your business. These can be online touchpoints like your website and chatbots or offline touchpoints like retail stores and staff.

Why does customer experience matter?

Customer experience is critical to maintaining the integrity of your brand, retaining customers, and gaining new customers.You cannot sustain growth in your business by treating your customers worse than your competitors. 
 
Retaining your existing customers by treating them well by providing personalized experiences and good customer service increases their lifetime value and increases the probability of them becoming advocates for your brand. Not to mention treating your existing customers well saves you money by not having to pay more acquisition costs, but rather retention costs.
 
It may seem counterintuitive but spending a little more to keep your customers will pay much more in the long run.

How to manage and improve customer experience

Always keep an eye on customer reviews and social media mentions to respond to positive reviews and negative reviews. You want to publicly portray your company as responsive and customer-centric.

To improve the customer experience, experiment with customer surveys, and review customer net promoter scores. Analyze your online and offline data and research to find areas of opportunity. 

Finally, never be afraid to ask your customers! “Is our experience consistent?” “How can we make you more satisfied with your experience?” It’s a very direct way to make your experience as good as it can possibly be.

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