Guest Blogger: Gerald Bricker, Principal, Aadvise Consulting, LLC
Many companies today are focused on the “experience” their customers have in doing business with them. Marketing people report that a positive “experience”, not just the product or service, is the expectation that customers have today and expectations must be met. Why is this important?
A focus on the customer “experience” is sound business strategy if approached in the right way. Customers must come away from their “experience” with a perception that their expectations were more than met. The key objective is to build “loyal” customers by creating an emotional connection between them and the company. “Loyal” customers will generate “word of mouth” advertising, repeat business and, often, an opportunity to grow revenue with premium pricing. The results will include revenue growth, lower marketing and sales costs and higher profits.
Every connection between the customer and the company must be focused on creating “loyal” customers. A customer loyalty strategy is needed and can be an important part of a company strategic plan. Action plans that support building customer loyalt
provide excellent returns on the investment.
What are you doing to create an experience that matters?