Ever wonder why more point-of-sale clerks ask you how your day is going and whether you found everything you were looking for? They are carrying out an intentional strategy of engaging consumers in service of improving the “customer experience”.
Improving the customer experience – or CX, as it is called in marketing lingo – has become the new battlefield to differentiate a brand from competition and increase retention, satisfaction and revenue. Business leaders say as much as two-thirds of their competitive edge is based on the experience they deliver to customers in-store and online.
As a consequence, marketing dollars have shifted to CX improvements, based on a more attentive analysis of customer feedback to see if expectations are being met or exceeded – and, if not, to find out why, according to a Gartner survey. An intimate understanding of consumer expectations and the customer journey is critical to guiding strategic decisions at all levels of an organization.
In the past, product value and service quality dominated consumer decision-making. That may be changing. Some 86 percent of buyers surveyed said they would pay more for a better customer experience on items such as coffee, sports tickets, airline seats and car insurance. Sustained customer satisfaction can lead to fierce consumer loyalty.
CX can extend from virtual reality tours for homebuyers to a good experience on a mobile device. Data indicates there will be nearly 28 billion more queries on mobile devices than desktop computers. Customers like to search for information themselves, so it is important to make the path easy, including mobile search and purchase.
Fifty percent of customers value finding and purchasing what they want on their own. Seventy percent expect a brand’s website should allow for self-service. Some of those queries will occur in-store. Impediments to positive in-store or online consumer engagement include difficult navigation, unhelpful search results, slow load times and sites that aren’t searchable.
Customer frustration with their experience can lead to bad word-of-mouth. One study indicates 13 percent of unhappy customers will share their dissatisfaction with 15 or more people, while 72 percent of customers will share a positive customer experience with six or more friends and family members. One in three customers will desert a brand after a bad experience.
The bottom line is that if you aren’t measuring your customer satisfaction and investing in your customer experience, your bottom line will suffer.
[Many of the statistics cited in this blog came from a post titled, “37 Customer Experience Statistics You Need to Know for 2019” by Toma Kulbyté and published by SuperOffice.]