Consumers want personal and engaging experiences that develop into relationships
It is nowadays nearly impossible for companies to sustain differentiation based on price or product, leaving only one option – the customer experience. The 2011 Customer Experience Impact (CEI) Report explores the relationship between consumers and brands and reveals facts about what consumers are looking for from a brand: 86% will pay more for a better customer experience and 89% began doing business with a competitor following a poor customer experience.
Why Consumers Commit to a Brand? They want …
friendly employees 73%; to find easily the information or help they need 55%; personalized experiences 36% and brands with a good reputation 33%.
Therefore based on the survey responses …
Hiring and empowering the right staff is the most critical element to court consumers successfully; brands must ensure easy access to information and support; brands need to create personalized experiences which includes:
- knowing what customers have bought in the past
- service issues customers have raised,
- sending to customers appropriate, timely and useful updates
Keeping the Relationship Alive
For consumer organizations today, good customer experience is a competitive imperative. Understanding what customers want is the first step in creating exceptional experiences. When asked specifically how companies can better engage with consumers to spend more, respondents said: improve the overall customer experience 54%; make it easy to ask questions and access information before making a purchase 52%; improve search functionality and overall web site usability 36%.
A simple response can make a tremendous difference
By acknowledging complaints, organizations stand to win back frustrated customers. In the instances when an organization responded to a customer’s negative comment: 46 % of consumers were pleased and 22 % posted a positive comment about the organization.
They Tell Their Facebook Friends and Twitter Followers
50% of consumers give a brand only one week to respond to a question before they stop doing business with them. After a poor customer experience, 26% of customers posted a negative comment on a social networking site like Facebook or Twitter for hundreds of their friends and followers to see. 79% of consumers who shared complaints about poor customer experience online had their complaints ignored; 21% of those, who did get responses to complaints, more than half had positive reactions to the same company about which they were previously complaining.
A ROADMAP for SUCCESS
Pick up the phone: 58% of consumers noted that their expectations were not met because a company was unavailable; they didn’t pick up the phone or answer email.
Shake a leg: 56% said companies are slow to resolve issues.
Get a clue: 57% said companies are clueless; it sometimes feels like the consumer knows more about the company than the customer service agent.
Be friendly: 51% said companies are impersonal; sometimes they can’t even get their name right.
Know your customer’s interaction history: 34% said companies are forgetful, they don’t remember customers even if they had recently talked to a customer service agent.
Get social: 16% of consumers surveyed said companies are anti-social; they are nowhere to be found, they are not known.