What is Customer Experience and Why is it Important?

by | Apr 1, 2021 | Marketing, Small Business

Creating a memorable customer experience should be one of the top priorities in every business model – here’s why:

Stop and think back to a time where you were treated like a valued customer and reflect on how that made you feel afterwards. Now, compare that to a time that you experienced poor customer service.

A positive customer experience is crucial for obtaining loyal customers who will happily contribute to the success of your business. After all, the best way to market your business is through word-of-mouth from customers who will advocate for your brand and product or service. Planning a strategic customer experience strategy will make a profound difference to the overall impression of your business, which is why it’s a primary concern for 68% of marketers.

If you haven’t planned a customer experience strategy OR you need to improve your current one, then keep reading!

What is Customer Experience?

Customer experience refers to the way a customer perceives their interaction with a business and their brand. It’s what they see, feel and hear while engaging with a brand both in-person and online throughout every phase of the buyer journey.

Here are a few checkpoints to consider when creating your strategy for the ultimate customer experience:

  • Visiting a website (especially on a mobile device)
  • Browsing through products on display
  • Check-out processes
  • Emails
  • Interactions with company employees
  • Calling a business’ customer service line
  • Unpacking a shipped order

Consider every step in the customer’s journey in order to make a lasting impression and build a solid foundation!

Why Customer Experience Matters Most In 2021

In a study surveying 1920 business professionals, it was determined that the number 1 priority for businesses over the next 5 years is to provide a quality customer experience. 

Other findings include:

  • 86% of buyers are willing to pay more for great customer experience
  • Customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply because they received a great customer experience
  • 49% of buyers are likely to make impulse purchases when they receive a more personalized experience
  • A Walker study concluded that by the end of 2020, customer experience will overtake price and product as the key brand differentiator
  • 84% of customers don’t trust advertisements anymore! Many are seeking recommendation from other customer experiences to validate their purchase
  • 88% of consumers read reviews to define the quality of a business’s customer experience

How to Ensure that You’ve Created an Excellent Customer Experience

There are several steps you can take to ensure that you’ve created a seamless customer experience! Here’s how you can start:

  1. Get to know your customers
    Make sure to define your target audience! Understanding the wants, needs and desires of your customer demographic is the key to success.
  1. Determine all customer touchpoints
    Take a moment to imagine yourself as the customer and make sure to test out the buyer’s journey. Once you’re aware of all customer touchpoints, generate a list of ways you can improve them. Develop several maps of the buyer journey and outline all areas they can possibly come in contact with.
  1. Understand Customer Senses and Emotions
    Discovering all customer touchpoints will allow you to reflect and determine where to make improvements. Enhance the customer experience by tapping into your 5 senses and emotions and make sure to improve what customers are:
  • Seeing
  • Hearing
  • Tasting
  • Smelling
  • Physically Feeling
  • Emotionally Feeling
  1. Provide Value to Customers

    Ask yourself – what do my customers value most?
    Consider these values:
  • Functional: the quality of your brand, product or service
    ◊ For example: Saves time, simplifies, organizes, connects, informs, makes money
  • Emotional: how your brand, product or service makes customers feel
    ◊ For example: reduces anxiety, rewards, nostalgia, design / aesthetics, wellness, entertainment
  • Life-Changing: how your brand, product or service can change a customer’s life
    ◊ For example: provides hope, motivation, belonging, self-actualization
  • Social Impact: how your brand, product or service can alter the life of others
    ◊ For example: self-transcendence
  1. Create personalised content and experiences
    Consumers come across hundreds of brand advertisements each day. The challenge is to determine how you can stand out in order to build a strong relationship with potential customers.
    Personalised content and experiences are crucial! Find a way to make all your customers feel special and unique. Make them feel cared for and allow them to understand that they’re an important asset to your business.
  1. Get Feedback
    The best way to truly understand whether or not you’re meeting customer expectations is by asking them directly. One way you can do this is by providing customers an incentive to fill out a quick survey. You may also ask for a testimonial so others searching for your business can be aware of the type of service you provide.

Let us Help You!

Last but not least, a great way to improve customer experience is by seeking out help from an experienced sales and marketing team!

At InMarket, our high-performance sales team works with prestige legacy publishers and web start-ups from across Canada and the world as their authorized local sales force. Our marketing and business partnerships ensure we can maintain a strong lock on your existing customers, attract that ever harder to find new customer, while working to improve your bottom line and ROI. InMarket believes in the strength of local knowledge and strategies to grow your business. Contact us!

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