Experience, at the heart of customers concerns
Updated: Sep 11, 2019
Customers feel it’s more than a product
Buying experience has become a key factor for customers. Companies are now recognizing that the manner of delivery is a vital for a great customer experience.
In a recent Forbes article, Shep Hyken, the Chief Amazement Officer for Shepard Presentation, mentions, “the race to own customer experience is on. However, when 80% of companies believe they deliver a superior experience, only 8% of customers agree.”
Julie Dietz from Higher Logic says, “society is shifting.” Now people expect experiences and according to research conducted by Martin Lindstorm, “90% of purchasing decisions are made subconsciously”. This means that customers are really relying on their emotions.
Traditional business models and strategies focus on building up products and services, advertising them, then selling them. In competitive business climates, investing the customer’s experience might just be the most valuable choice a brand could make.
Customers can tell the world whether is good or not
Customers share their experiences with others, so should brands market their products like a story?
According to Dietz’s research, stories activate our entire brain, compared to feature lists that only require our brain’s language processing function.Compelling stories make us feel more connected to a product so we’re more inclined to buy it.
Nowadays, when customers don’t experience top quality service, they feel entitled to complain to the rest of the world via social media, not directly to the company.
"United Airlines is a good example of this. Because of the way their employees treated their customers, the company lost $1.4 billion dollars in revenue.”
Consumers are demanding and expecting problems to be resolved as quickly as possible. The technology era in which we live has given companies the tools to meet consumers’ expectations.
However, customers don’t care about one’s omnichannel capabilities; they only want to connect with brands, via whatever means available.
It’s easier and more convenient for them to use whatever method of communication they’re most comfortable with.
Selling products is no longer the most important thing for a brand. In a shifting consumer dynamic, companies have to help their product by changing them and combining them with an outstanding experience, then promote this experience.
Following this mindset will increase product sales naturally.