Treat your consumers like royalty and they are yours for life
In today’s era where the brands are at the mercy of the consumer and products have become more and more like a commodity, it become imperative for brands to up the ante. Earlier the brands edge was purely based on product superiority and that era has ended as most brands have figured a way to match competition products. Today these brands want to offer more than products more experiences and touch points for the consumers to engage with the brands. And hence brands that strive for excellence customer experience triumph in today’s world.
Everyone wants to be treated like kings and queens and the ones that do get this treatment are the ones that solidify the brand pyramids for brands. Look at cult brands like Harley Davidson, Apple, Ikea, Zappos, etc. These brands don’t just offer products but offer an experience to their consumers which makes the die-hard fans of the brand.
According to the 2015 Forrester Research Customer Experience Index, improving the customer experience management is a strategic priority for 73% of businesses, yet only 1% of companies deliver an excellent customer experience.
Leaving apart a few brands (not considering local ones) most brands have understood the meaning of having a world-class products and they strive for product excellence. It enables them to confuse the consumer with stronger claims that are further amplified via marketing and more often or not that tilts the buyer preference towards their brands. This makes it extremely difficult for the consumers to decide as again they face a problem of brands being seen as a commodity.
The deal just gets better and better for marketers as first we need to first get a great insight and then make sure the insights is relevant and profitable enough to make into a good product. Then make sure the product is delivered as per the brief and better than competition. Post which the create excitement in the market via a robust communications strategy that is in-line with that the brand stands for. This used to work till sometime back but today most brands as mentioned deliver these things so how can one differentiate your product?
One of the key ways to differentiate the brand/product is the uniform experience across multiple touch points. Normally in a business the phase which is the decision-making cycle where the front-line team are interacting with the customer is considered to the most important focus area. Here the businesses make sure that they create most satisfaction for the prospect to actually become a customer. These organizations fail to recognize that it’s not just about bagging a deal it’s about how this deal becomes beneficial to all in a larger context especially for service industries.
For e.g. an organization would receive hundreds of calls in a day and their priority would be to ensure all calls are handled with extreme care and understanding of the prospects need so when one does a Customer Satisfaction survey on that aspect the rating are normally high, but post experience rating for most organizations drop significantly due to the experience falling short of expectations.
This tells me that every organization that believes in retaining and excelling at customer experience needs to map the customers journey that will throw a tremendous amount of learning’s for the organization which will make sure that customers at every stage are provided with the best customer experience journeys with the brands. By doing so it help the organization in ensuring 2 things – better retention of customer lower acquisition costs and second they being our brand ambassadors and give of more business via more revenue per customer and referrals.
There are multiple ways of improving the Customer Experience or customer journey with brands, will list down my thoughts in my next blog.
WILL BE CONTINUED….