IF YOU WANT TO OFFER A SUPERIOR CUSTOMER EXPERIENCE, YOU NEED TO LISTEN TO YOUR “PROMOTERS” AND COMPARE THEIR REQUESTS WITH THE VALUES OF YOUR BRAND.
Almost 70% of total customers stop to purchase products or services from companies that offer an unsatisfactory customer experience. Additionally, 64% of those disappointed clients start to shop from competitors of the company that made them unhappy.
In the age of the extraordinary power of the customer, it’s undeniable that all companies are gradually becoming more oriented to know their clients deeply, to understand which experience they leave with them. Particularly, surveys, interviews and improvement proposal forms are multiplying in such a way that the customer journey with our brand is suddenly interrupted – sometimes even with invasiveness – with these assiduous requests.
Many researches take place just before or after the moment of purchase, on the other hand few try to study the other stages of the customer journey. For instance, few companies analyze when the client “discovers” the store sign or when the buyer actually uses the products purchased. Yet, too many times the shopping experience is confused with the customer experience, it’s forgotten that the purchase valuation depends on the whole experience lived with our company.
After we have overwhelmed our customers with questions about their needs, desires, tastes and experiences, our job has just started. In order to offer a superior customer experience it’s necessary to compare customers’ requests with the values promised by our brand.
It’s very dangerous and risky to follow blindly the customer, leaving aside the peculiarities of our brand. Specifically, we might risk to focus only on “passives” and “detractors” clients ignoring “promoters”, in other words the “fanatics” of our brand, those with (and for) whom we must design a super customer experience.
Consequently, it’s forbidden to hide behind customers’ requests without carefully screening each need with the unique and original way our brand can satisfy it. Penalty: increasing complexities and costs, losing “promoters” and still not persuading “passives” and “detractors”!