Consumers have more choice now than ever before. If you want a pasta twirling fork in red, you can get that literally the next day. The world is the consumer’s oyster. And for businesses, that means it’s more important than ever to create a product or service that’s memorable, engaging, and exceeds expectations. Increasingly, this means refining the customer experience. Here are our three reasons why marketing the customer experience is a good idea.
1) People will pay a premium for a good customer experience
Customer experience, or CX, is prone to get cut during budget revisions because it’s “too expensive”. This happens in a lot of ways:
- Customer service representative numbers get cut
- An organization is reluctant to invest in new customer service technology such as live chat
- Digital assets that don’t match are left as-is instead of being redesigned
- The online/in-store experience is (and remains) disconnected
The problem is people are actually willing to pay more for a customer experience that they know and like. A report from Capgemini’s Digital Transformation Institute’s found that 80% of consumers are willing to pay more for a better CX.
So why not invest in and market your own?
2) Reviews matter
If you disappointed a customer 20 years ago they might complain to their spouse, their friends and maybe their local paper about your company. Now, with the ability to post reviews, consumers can complain to your entire audience from the phone in their pocket. And reviews matter: 72% of consumers will only take action if your business has positive reviews.
That customer experience isn’t looking so expensive now, is it?
3) High customer experience will grow your business
Finally, a good CX will grow your business effectively — acquiring new customers is less expensive, customers stay longer, spend more and are more likely to promote your business to their friends and family.
Customer experience is often overlooked from both a business and marketing perspective because it’s expensive to provide, easy to cut and doesn’t seem like a unique value proposition. The reality is, consumers care about their experience. They care about how they’re going to be treated when things go right and, more importantly, how they’re going to be treated when things go wrong.
By marketing and advertising your positive reviews, easy communication and policy flexibility, you can grow your business with high-value customers you want.
If done correctly, marketing the customer experience can be extremely beneficial for your brand. If you are unsure on how to market your customer experience, don’t hesitate to call us!