Posted by Snap Franchising Ltd
on 18 June 2018
There isn't a business on the planet immune to the impact of customer experiences. With customer advocacy and social proof (people telling other how good or bad your business is) such an influence now, it's vital understand your customer and cater to their growing needs.
What is customer experience?
Forrester Research defines customer experience as, "How customers perceive their interactions with your company."
It's far more than customer service.
Customer experience covers every interaction between your business and customer judged in terms of value, positive emotions, appropriate demeanour and politeness, response time, openness, support, post-sale service and loyalty offerings.
It's a lot to expect, but it's the way the world is these days. Do it right and your business will delight more people, retain more clients and sell more products and services.
Here are some telling stats to help you grasp just how important a great experience is to customers.
Customer experience is key
81% of consumers want brands to understand them better and know when and when not to approach them
88% of buyers say they are willing to pay more for better customer service experiences
By 2020 customer experience will overtake price and product as the key brand differentiator
55% of major companies are investing more in multichannel customer experiences - online, offline, via social, etc
Businesses providing strong multichannel customer experiences retain almost 3 x more clients that of businesses that do it badly.
Frustrated customers are dangerous
67% of people leave due to bad experience
89% hate repeating issues to more than one person more than anything
13% of unsatisfied customers will tell 15 or more people
72% will tell 6 or more
Only 1 in 26 people complain (so for every complaint you get, the real number is 26 times higher)
Technology is a vital part of the experience
Good experiences are almost expected. Bad ones can do serious damage to your reputation and client numbers. Even if people like a brand:
66% will feel disappointed in them if the mobile experience is bad
55% frustrated if the website experience is bad
52% are less likely to engage because of bad mobile experience
Many customers want to help themselves
83% go to website for info
51% want a website to have self-service application
Today's customers want and expect the businesses they connect with to meet their growing needs in a world where they have the choice and power.
That means offering personalised and proactive experiences, relevant and timely information, and be able to provide quick service and response times.
How do you feel your customer experience currently measures up against competitors? Where could improve and what are you doing well?