In order to retain customers in competitive market, companies not only aim to satisfy their customers but want try to exceed their satisfaction level and delight them. Marketers devise new marketing strategies to grab customer’s attention and retain them to develop a long term customer relationship.
What is customer experience?
Once the company establishes itself as a strong brand in market by differentiating itself from competitor’s products, it aims to create customer experiences to retain loyalty amongst its customers. Customer experience is the outcome of the interaction that is held between the organization and the customer. This interaction would create customer appeal, awareness about the brand, purchase and use of the products. It is indeed quite a complex process but if delivered effectively and efficiently, experiences can create long term advantages such as customer acquisition, reduce costs and drive competitive advantage over other market competitors.
Customer experience in branding
Brands set customer expectation for customers. Customer experience determines how well the company has delivered on those customer expectations. Marketing experts always highlight the link between brand and user experience because they believe that understanding the relationship between the two will enable them to deliver ideal customer experience.
Experiences that a customer encounters play a crucial role in developing a brand and termed as business benchmark by marketers. The boom of social media and interactive feedback over the internet leads in development of expectations from a particular organization. Consequently it helps in building and establishing the brand.
A positive customer experience such as serving a complimentary dish will delight a customer or a customer can be turned down with a bad experience like serving tasteless cold food in a restaurant. It is not important to come up with big expensive strategies because even a simple customer experience proves to be beneficial and impactful.
Customer experience generates word of mouth that helps build a brand image. Having a positive word of mouth for any brand is crucial especially in this tech-savvy world where most people own smartphones and have access to instant information on various social media.
How companies can improve customer experiences?
It is best to devise customer experience strategies that will deliver output in terms of helping the brand build a stronger image. The marketing managers need to put a lot of efforts to plan adequately considering the marketing conditions, competition and their customer preferences. Brainstorming on this perspective will lead to more better feasible ideas. Managers should be careful that the customer experience they devise should be related to the brand and its customers.
Every experience that the organization creates for customers should depict how customer centric the organization is and how much it values its customers. Hence marketers should conduct customer research that targets deep customer emotions through engaging clientele experiences. Research can be conducted in collaboration with well known and prestigious universities and research centers.
Measure experiences that the organization has designed and delivered currently. This will identify how successful the campaign was and in case it did not attain the expected goal, then the marketer should figure out what was the reason behind the failed strategy.
To create a “wow” effect for customers through strong impactful customer experience will keep them intact with the brand. The importance of the role of customer experience is undoubtedly obvious for any brand to gain advantages of branding in form of strong customer relationship and financial benefits such as revenue generation.
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