Can one bad experience negatively affect your company or brand?
As it turns out, it can.
Marketers today are confused about how they can get the most exposure for the least amount of money. However, the game has changed drastically.
Since customers are now armed with smartphones and social media, they are less impressed by fancy advertising campaigns and more informed by online reviews and word-of-mouth from friends before they make a purchase.
As companies and company leaders shift their focus from products to customers, developing an amazing customer experience is topmost on the list of priorities. There are 3 main types of customer experiences that must be well understood before crafting a customer experience strategy:
#1…A Great Customer Experience
The Impact is that it: Increases Sales for both the store and the brands.
When customers have a great experience, they are more likely to return. Not surprisingly, they become brand ambassadors who willingly recommend your store, brand, products, or services to the people they know. This type of promotion enhances brand and store sales.
#2…A Bad Customer Experience
The Impact is that it: Hurts Store Sales but not Brand Sales
Imagine that a customer walked into Target to buy one of your product, but faced several issues. First, he couldn’t find the right aisle. Then, the checkout line was extremely long with only a few cashiers. Additionally, when he asked for help finding the product, the store clerk didn’t know where the product was.
I think we can agree that this customer had a bad experience. This type of experience will certainly impact his decision to buy from Target again, but likely won’t change his mind about buying your product.
#3…A So-So Customer Experience
The Impact is that it: Hurts Brand Sales but doesn’t directly Impact Store Sales
Customers who rate their experience as average, meaning they didn’t particularly feel good bad about it, have very little impact on store sales, but impact brand sales directly. Customers tend to associate a poor, average experience with the product and, as a result, will look for a substitute.
What does this mean for marketers?
Monitoring the quality of the customer experience and the impact it has across store sales and brand sales can provide marketers with valuable insight into where their investments make the biggest difference.
Understanding the dynamics between brand and customer experience will help to drive company growth and company trust. This is what marketers should care about most.
If you want to know more about customer experience and how it can affect your brand, click the link below for more information.