What is a great customer experience? What it’s not, is simply meeting the standard features of good customer service, such as employing friendly staff and having refund policies. Rather, it means building a genuine emotional connection. As with our relationships, this can only be achieved by understanding each other and providing something others cannot. In this post, we explain why we think investing in customer experience is essential, and more rewarding than you might think.
Great customer experience leads to customer loyalty. Here’s why building loyalty is worthwhile in the first place:
Loyal Customers Are More Profitable
Customers who have a consistently good experience tend to be loyal, and loyalty pays off. Significantly more revenue can be brought in by regular customers compared to first-time buyers. Those who repeatedly purchase from the same shop spend on average seven times as much as impulse buyers or first-timers.
Emotional Connection Is More Difficult Online
While we now discover, research, and purchase products online, as customers we still value the same things we did when our purchases were all local. Throughout all steps of our customer journey, we value things like personal support, convenience, sustainability, value for money, and rewards. Many of these are harder for a business to fulfill without a shopkeeper who gets to know their regular customers. Relationships develop naturally when people meet face to face, but in a digital world, this requires deliberate investment. For omnichannel businesses, providing a convenient purchase process often isn’t enough. To build an emotional connection, brands have to look for opportunities to help and engage customers at all stages of the customer journey. Building this customer engagement might mean answering questions from people who have no intention of buying in the short-term.