Article

Victoria Dadson
Victoria Dadson 13 June 2016
Categories Customer Experience

Why is Everyone Talking About Managing Customer Experience?

As a marketer, it can be hard to keep track of all the big topics in the industry, especially as things move so quickly, but there’s one key issue that isn’t going away – customer experience.

Back when business interaction with your customers was limited to the times when they visited you in a shop, every customer received a face-to-face, truly personalised service, and if they liked the service they received they would remain loyal.

Now, with customers taking increasingly complex journeys to purchase with your business, many companies find it difficult to keep track of who everyone is and treat them like individuals. A series of anonymous, faceless interactions might get the job done, but it’s not going to help you build loyalty or trust, and you’ll be losing a lot of potential business on the way.

Even worse, if a customer doesn’t like your service, they are now so many more ways for them to voice their displeasure. Rather than just complaining to their friends when they meet them for a drink, they can post an angry rant on twitter, leave a negative review on TripAdvisor, or a scathing video on YouTube – all of which have the potential to reach millions.

This is why experience management is such a hot topic. Experience management is about providing a truly personal experience, based on your in-depth knowledge of your customers. Not only will such an experience boost loyalty, but it can;

  • Increase repeat purchases
  • Turn customers into evangelists, increasing referrals and new business
  • Reduce customer churn, lowering your customer acquisition costs

Imagine if every time you interacted with a company, whether it be over the phone, on an app, visiting their website, or receiving an email, they treated you like a person, rather than customer number 325.

They knew what your last purchase was, and asked whether you enjoyed it.

They knew the sort of things you liked, so they could always make the best recommendation.

They knew you were always too busy during the day to talk to them, so they waited until a more convenient time to get in touch.

How happy would you be with that service, with how easy it made your life, and how much more inclined would you be to recommend that company to a friend?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
If You’re A Social Media Manager, UGC Should Be Your Top Priority

If You’re A Social Media Manager, UGC Should Be Your Top Priority

It’s high time that the marketing world rethinks what an effective social media manager actually does. Hint: it’s not chasing “likes” or showing off their follower counts. Let’s face it: so many brands today totally miss the mark when it comes to their social content. Maybe their posts come off as too “salesy.” Perhaps they’re pushing too hard, leaving their followers behind in an endless trail of “look at me” posts.

Luisana Cartay
Luisana Cartay 11 September 2017
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more