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WHY IS CUSTOMER EXPERIENCE SO MUCH MORE THAN JUST CUSTOMER SERVICE?

Customer experience means more than you might imagine!

Your digital customers can be as important, if not more important than the ones you see face to face.

So many businesses are falling behind when it comes to their online experience, and in turn losing out on a plethora of potential customers.

Don’t believe me? In 2017 United Airlines had a brand crisis, in which $1.4 billion in value was wiped out overnight when a passenger’s experience went viral on social media.

While recently, the Temkin Group published a study and found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.

That’s a 70% increase in revenue within 36 months!

How is that possible? A happy customer is a loyal customer – in person or online.

When Bain & Company asked organisations to rate their quality of customer experience, 80% believe they are delivering a superior experience. This is compared to only 8% of customers who believe they are receiving a great customer experience.

Did someone say arrogant? Oh wait, I did.

Customers expectations are rising rapidly and most companies aren’t keeping up, even though they think they are.

Investing in customer experience is far more than just customer service. It’s the entire experience of pre, during and post purchase. Every step needs to be analysed to ensure maximum satisfaction for your customer – they will remember.

Here are a few Keller tips to get you started:

  1. Create a clear and achievable customer experience vision
  2. Learn from others – look at what your direct and indirect competitors are doing
  3. Understand who your customers are
  4. Create an emotional connection with your customers
  5. Get feedback in real time – act on it!
  6. Put yourself in your customers shoes, and start walking that metaphoric mile.

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