Marketing: Not Just About Customer Experience
Most businesses are interested in ensuring that the customer experience is a good one that encourages brand loyalty and a loyal customer for life. However, research shows that customer experiences continue to decline, and more and more consumers are frustrated with the customer experience they receive. Numerous studies show that consumers will vote with their pocketbook and take their business and dollars to the business that shows them a better customer experience.
However, understanding what makes a good customer experience is a foundation upon which a business can build that value for their customers. Most companies simply are unaware of whether they are creating value or a positive customer experience, and therefore may be off track and disconnected from their market. Value can truly have four different sections for the consumer including functional, economic, experiential, and symbolic.
Consider the Following Questions
As a business owner, of course you want to make as much profit as possible, and you know that to do that you must have a loyal customer following. How are you getting those customers to covert at a higher rate? How can you increase your prices and still maintain a loyal following? How can you make infrequent consumers fiercely loyal to your brand? Consider the following questions:
- Do you have a clear concept of “value” that you are providing you customer, different than your competitors?
- Do you explain how your features are not just more numerous than your competitors, but how they better serve your customers?
- Do you understand how all of your products or services fit together to provide a full customer experience that can translate into raving fans and lifetime consumers?
- Are you really aware of what your customers value the most from your products?
Starting a Customer Value Program
One of the very best ways to market your products or services is through a customer value program. Incentivizing your already existing consumer base through a customer value program can greatly increase brand loyalty over time. Additionally, these customer value programs also tend to attract new customers that want to find rewards for purchases they are already making.
A great deal of research will need to occur when starting a customer value program, however, the benefits from creating a value program are numerous for both your consumers and your business. Continued loyalty, brand reach, social media opportunities, and ultimately the customer experience are all enhanced through these programs. If your business does not currently have a customer value program, this may be the way to advance your customer experience exponentially for your loyal consumers.