One of the most critical questions that all enterprises should be able to answer: Are you providing a consistent customer experience across all channels, both online and offline? The new enterprise battlefront is the customer experience. Customers no longer base their loyalty on price or product. Instead, they stay loyal to companies for the experience they receive. More than two-thirds of marketers say their companies compete mostly on the basis of customer experience, according to the 2017 Gartner Customer Experience in Marketing Survey. And in two years, 81% say they expect to be competing mostly or completely on the basis of customer experience.
Customer experience is your customers’ journey with your entity from the beginning to the very end. That journey will create feelings and memories which will affect their behavior and either drive loyalty toward you or push them away. No one wants to do business with a company that treats them poorly. If they like you, they are going to do business with you for a long time, and more importantly recommend you to others.
People Share Good and Bad Customer
According to a study by Esteban Klosky, 72% of customers will share a positive experience with 6 or more people. On the other hand, if a customer is not happy, 13% of them will share their experience with 15 or even more. The challenge here lies in the fact that, in most cases, customers don’t even tell you if they’re unhappy. In fact, only 1 in 26 unhappy customers actually complain directly to your company, while they may be spreading bad publicity for your company.
There is a difference between customer service and experience. If you book a vacation on the phone and the person you are speaking with is friendly and helpful, that’s good customer service. Yet, if your tickets arrive early and the hotel upgrades your room, then that’s a great customer experience!
Are you providing a consistent experience across all channels, both online and offline? Most likely your answer will be yes. In fact when Bain & Company asked organizations to rate their quality of customer experience, 80% of companies believe they are delivering a superior experience; however, only 8% of customers believe they are receiving great customer experience.
What a difference!
Most companies make the distinction between online and offline between their web presence versus their physical store presence. And hence most miss out on extending their online presence to in-store through thoughtful digital signage which has been shown to provide a better customer experience. We are talking here about digital screens that can become an integral part of a physical location’s surroundings.
Regardless of your business type, chances are that you have screens which are idle of showing traditional broadcast TV. Imagine if you can transform screens into customer interaction points to support salespeople’s efforts on the ground. A picture is definitely worth a thousand words. Digital signage is relatively new in the marketing arena, but is increasingly acknowledged as a key to great customer experience; the challenge is finding an expert to help with your signage vision and strategy.
So think again: Are you providing a consistent experience across all channels, both online and offline?
We bring 20+ years of industry expertise along with the tools, content and creative juice to deliver powerful messaging and customer experience to inspire loyalty. Let’s meet today and start building your unique customer experience.