Your customer experience is made up of all the interactions a customer has with your company throughout the customer journey. This could be a call into your customer services team, receiving a marketing email, seeing an ad in their social media feed, or something as mundane as paying a bill – every exchange a customer has with a brand impacts the way they perceive it, and how likely they are to remain a customer or recommend it to others.
Of course, keeping your customers is important – it can cost five times more to acquire a new customer than retaining an existing one, and the success rate of selling to an existing customer is usually 60-70%, versus only 5-20% when selling to a new customer.
For a long-term sustainable business, brand loyalty is key, but generationally there’s been a shift – and depending on your target audience you will benefit from understanding and recognising their motivations, characteristics and traits beyond their media consumption trends. For example, while all generations agree that the quality of products/services is most important when maintaining loyalty to a brand, there are behavioural differences at play:
82% of Gen Z consumers are more likely to purchase from brands that advocate for social equality
70% of Millennials will go out of their way to buy from their trusted brand and over 90% would leave a customer review for a brand they trust highly
More than half of Boomers prefer to shop in-store compared to only 28% of Gen Z
Taking a holistic approach, I’ll use my tried-and-tested technique to understand the minutia of your customer experience, as well as adopting the mindset of your customers and establishing where we can work together to make improvements that will help you achieve your business goals.
If you want to talk more about this and how I can help you, book a meeting with me for an initial discussion.
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