Updated: Mar 18
Where do I start?
There are so many reasons why any business owner or manager of an organisation that is servicing humans needs to care about the experience they are delivering.
It's your experience that ..
sets you apart from your competitors;
makes people remember you;
increases customer loyalty;
gets more new customers;
makes people tell others about you
evokes an emotion in the user;
increases the amount of money a customer will spend with you:
allows you to charge a higher price;
reduces the amount of money you have to spend on other marketing;
drives the best marketing there is... WORD OF MOUTH!
You need to care about the experience you are delivering because this is what matters in today's world. Any business can get a nice logo, a fancy business card, professional looking flyers, post to social media, run some adverts, have a beautiful signwritten car, get a mention in a publication
IF YOUR EXPERIENCE IS BAD OF EVEN 'OK', YOUR BUSINESS WILL NEVER BE THRIVING.
It might be surviving, but 'surviving' and 'thriving' are two very different things in the world of business. And if you are one of the 3.8 billion people who own a smartphone in this world, you know how easy it is to find an alternative product or service when you are unhappy with what's on offer.
Aside from being the driver of more word of mouth marketing (and who doesn't want more of this?), I think the leading reason why you should care about your customer experience is because it helps you to STAND OUT!
You need to care about standing out because in most industries and categories, customers are spoilt for choice. What makes you different? Why should someone choose your business over another? What makes someone want to use your business again?
Some businesses forget how much choice people have. As an example, if I think about the postcode I live in, when I want a barista made coffee I have 12 different businesses I can choose from, if I want a massage I have over 10 different massage therapists I can choose from, if I need a real estate agent there are 4 with offices plus at least another 5 who service my postcode to choose from, if I need a doctor there are 4 different clinics to choose from or if I'm looking for a childcare provider there are 4, soon to be 5 to choose from. If I go outside of my postcode, I would have at least 10 or more options when it comes to choosing a tradesperson, an accountant, a mortgage broker, a training provider for a first aid course, a retailer selling a pink jumper or where to buy a plant. I could go on.
And if you're someone who likes statistics, here's just a few to support why you should care about your customer experience:
86% of buyers are willing to pay more for a great customer experience. (*)
87% of customers who say they had a great experience will make another purchase from the company, compared to 18% of customers who had a very poor experience. (**)
A 2% increase in customer retention is the same to profits as cutting costs by 10%. (**)
Offering a high-quality customer experience can lower the cost of serving customers by up to 33%. (**)
73% of consumers say a good experience is key in influencing their brand loyalties. (**)
Brands with superior customer experience bring in 5.7 times more revenue than competitors that lag in customer experience. (**)
73% of companies with above-average customer experience perform better financially than their competitors. (**)
If you don't like stats, that's ok. I don't think you really need a statistic to prove that times have changed and reality is, customer experience is the new competitive battleground.
What do you think?