Have you ever wondered how people feel after getting to know you? Have you ever asked yourself if you met their expectations, left them indifferent – or worse – deceived them? And have you ever weighed the consequences of building a stable social network vs losing it?
Just as in our social life, pleasant experiences help forge relationships and disappointing outcomes lead to estrangement, the same happens in business. A deceived customer, even a loyal one, will walk away from a brand in the blink of an eye and possibly never give it a second chance if he felt deceived at any stage of his/her experience journey. Especially if he later “felt at home” with a competitor!
Customer Experience (CX) being THE discerning factor that guides the choices and the overarching sentiment consumers have vis-a-vis a brand, no company can afford to bank solely on great products/services, nor can it feel safe by offering impeccable customer service, let alone rely on pyrotechnic marketing gimmicks. For never like today has customer loyalty been the direct offspring of customer satisfaction.
Understanding that today’s brands are defined by the experience they offer, and by those who try it (and share it), represents the cornerstone of any thoughtful, long-sighted, successful “survive and thrive” strategy. Sounds obvious, right? It should be, yet evidence shows there’s much room for improvement…