What Have You Done for Me Lately?
A recent study from Forrester Research confirms what most would presume to be true: a business’s customer experience is often closely linked with its brand loyalty.
Customer experience was evaluated based on usefulness, ease of use, and enjoyability. Not surprisingly, customer experience strongly correlated (in most cases) with buying more products or services from the company, a likelihood of recommending the company to others, and the reluctance to switch to competitors.
Apple, Amazon, Canon, The Wynn Hotel. These are just a few of the brands that consistently deliver delightful customer experiences for me. They all had me at “hello.” For some, I’ll pay a higher price without question and without any consideration of alternatives. For others, they’re my first and often only resource for online purchases. For still others, I rarely fail to respond or commit to whatever promotional offer they send my way.
It seems so obvious, but too often we forget that the main reason for being in business is for your customers. If you’re not prioritizing them, improving your services and products for them, and engaging them in your continued development and refinement of such… someone else will.
More importantly, as nearly every product or service is commoditized over time — particularly in this economy, it’s a customer’s experience with your brand that can often be your most significant differentiator. It can either make or break your relationship with customers. And it can be the game-changer for your entire sector (i.e., see “coffee”).
What have you done to delight your customers lately?