How remarkable customer experience can help you sell more
Customer experience has become a bit of a buzzword over the last few years, and for a very good reason. Customer experience can significantly influence your overall sales. If your customers have a bad or negative experience with your company or brand, it can be a death sentence for your organization. But, if they have a really remarkable, awesome experience, it can help you generate more profit.
What is Customer Experience?
Customer experience is how a customer feels about every single interaction they have with your company. If you break it down, there are really only two parts that go into understanding and defining customer experience. The first part is how the customer feels. The customer’s perception is reality, always. If your IT department creates an app and says it is the best app ever. With amazing functionality and state-of-the-art interaction capabilities. The feedback you get from customers is that it’s not user-friendly or difficult to use, their perception outranks IT’s perception. It’s all about how the customer feels and what the customer thinks.
The second part of customer experience that is important to understand is that it’s based on every single interaction that a customer has with your organization. This really does mean everything, from direct mail, social media, advertising. Billboard they see driving down the highway, or whatever other connection someone has with your company. All of these interactions get added up into their overall perception.
Focusing on the Leaky Bucket:
Many organizations have their focus set on generating new clients and increasing their sales goals every year. These are great endeavors, and good goals to have, but they exclude something that is very crucial: the leaky bucket. The leaky bucket is all of the customers who walk out of your doors to your competitors because their experience didn’t remain positive. Even if it started out positive, customer experience is about the sum of experiences or totality of experiences, and when customers start to see a diminishing quality of interaction, they won’t be loyal, they’ll leave. Especially now at a time when the world of business has been greatly impacted, it’s more important than ever to remember that without customers, you don’t have a business.
It’s always nice to acquire new customers, but the customers you have currently are the ones paying the paycheck right now, and you have to treat them just as important as you treat that new customer.