-By Agrima Gulati
What, in your opinion, is the cause behind the success of these prominent brands’?
Is it their idea, their creativity, their knowledge? Of course, these are important, but does having only these make them popular?
The answer is determined by how these brands treat their customers and the buyer’s level of satisfaction after making a purchase. Because, at the end of the day, purchasing from a specific brand adds to an increase in the brand’s product sales, and purchasing will only occur if the clients have a positive shopping experience. The way a brand thinks about customer experience has a significant impact on how the brand views its company. This is just one of the many reasons why establishing and obsessing over an excellent client experience is critical.
In this fast-paced world when everyone is competing and attempting to establish themselves, they should keep in mind that they must not only work hard on their products but also ensure that they are the best in terms of delivery and client satisfaction. For example, if an X brand sells beauty items and a customer visits the shop and asks the salesperson to direct them about the product, that person is somehow unable to live up to the customer’s expectations and they are dissatisfied with the treatment provided by that particular brand. What happens now is that the customer will speak to another buyer about the same brand and share their personal experience, which may affect the other person’s purchasing decision. According to studies, satisfied customers are more likely to buy products and establish brand loyalty. As an informal word of mouth, they frequently spread the word by recommending items and services to friends and family. They may even publish about it on the internet, where their reach is much greater.
From this example, it is clear that client retention is critical, and so there is a strong correlation between satisfied consumers & recurring sales of a product. The better your customer service, the lower your consumers’ price sensitivity will be. Consumers who are satisfied and believe they are appreciated by the brand are far more inclined to spend more than new customers. Getting the attention of potential clients, earning their interest, and converting them might cost up to six times as much as keeping current customers. This is why it is vital to concentrate efforts and resources on retaining existing clients.
If you know how to assure customer happiness and provide it effectively, you’ll have an edge over your competitors that sell the same items but can’t please consumers with a convenient and accessible website, or quick response and delivery. Customers who are happy for a long time are more likely to return to you in the future and choose to acquire your goods and services over those of your rivals. Customer retention is also an important element in ensuring loyalty.
Client expectations have risen across the board as technological advances like artificial intelligence and the Internet of Things enable businesses to create better client experiences. To remain competitive, businesses may now develop an excellent client experience. For example, marketers may now easily analyze customer patterns by tracing ‘online footprints’ that reveal valuable insights into what the customer wants, what motivates them, and what types of products/services they are interested in. Furthermore, businesses can use technology to assist them to anticipate difficulties, avert losses, and develop commercial remedies for flaws in their CX strategy. They can now provide more efficient services; technology can help you minimize the number of labor-intensive internal processes and help you respond to clients faster. The goal is to assist cut costs while maintaining the client journey. Providing exceptional service both before and after a transaction entails providing more personalization and more highly valued, integrated experiences across channels.
Customers’ favorable experiences serve to raise the confidence of these brands and push them to become a better version of themselves. According to a study, after having a favorable encounter with a business, 83 % of respondents are inclined to refer that brand to another person.
Brands should develop strategies that assist them to build or improve customer experiences. The following are the policies that businesses should implement: -
- Create a customer journey map, this will assist the employees in understanding every interaction they have with their customers.
- Create buyer personas.
- Establish a positive connection with customers,
- Ask solicit and act on feedback
- Create helpful content, and build a community
Some tools that can help Customer Experience Management: -
- HubSpot Service Software
- Tealeaf
- Satmetrix
- WalkMe
- Khoros
- Podium
- Whatfix
Overall I would say that in today’s world it’s all about user experience. You could have the best of the product, but you are bound to take the hit if you don’t have a story built around it and an exceptionally seamless user experience.
