Experience as important as products for 80% of customers

February 14, 2020

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Every retailer knows that it’s important to deliver an exceptional experience to every customer. But just how important is it?

If a recent Salesforce stat is anything to go by, it’s very important: 80% of customers believe the experience a company provides is just as important as its product and services.

This makes perfect sense.

Think about it: if you had a delicious meal at a restaurant, but you waited almost two hours for it and the waiting staff were rude and unapologetic, would you rush back? Or, the other side to this, if you returned a faulty item to a store, the assistant apologised profusely and took a good deal of money off the exchanged item for your inconvenience, are you likely to shop with that retailer again?

A brand may offer an innovative, leading product or service, but if it’s not matched with a quality customer experience then that product or service is likely to fall short of expectations.

There are many reasons why retailers need to focus on delivering an exceptional experience across all touchpoints, to each and every person who either steps into their store, or lands on their website. They include:

Differentiate your brand. If competition is fierce in your specific sector, experience could be what inspires customers to choose you over another company.

Turn customers into advocates. People trust people more than companies, meaning customers who recommend your brand can really help to drive sales. Providing exceptional experiences is the best way to inspire customer advocacy.

Inspire loyalty. Retailers depend on repeat custom, especially seeing as it costs five times more to obtain a new customer than to keep an existing one. Provide your customers with quality products paired with a quality experience and they won’t have a reason to shop elsewhere.

Increase profits. Customer experience has a direct impact on your business’ bottom line. Harvard Business Review uncovered that customers who had the best experience spend 140% more than customers who had a bad or less than great experience.

Enhance your customer experience today

If you need some support in improving your customer experience, we can help. We’re experts in in-store, outdoor and online visual communications and can partner with you to deliver innovative and engaging experiences to your customers. Get in touch today!

Experience as important as products for 80% of customers
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