Customer experience is often determined by how customers connect with your brand.
Abigail Thorpe
A new study by Walker predicts customer experience will overtake price and product as the key brand differentiator in 2020, which means how a brand connects with customers is a key indicator of their future success.
Customer experience relies heavily on the connection between the business and the customer, making it essential businesses build their brand, product and service based around how existing and new customers connect with the business.
This is done in several ways. An individualized approach is key to connecting with customers. Make your content and approach relevant to each specific customer or type of customer, follow up with them, take advantage of their feedback, and personalize each individual’s experience. After all, 86 percent of buyers are willing to pay more for a great customer experience.
Prioritize customer connection at all times—not just when you need them or their business. If a customer feels they are getting personal, reliable service they trust, they will continue coming back.
One-on-one, personal interaction is central to making that connection with your customer. When possible, visit or talk to each customer in person. Take opportunities to send them hand-written notes, or to call rather than sending an impersonal email.
In addition to one-on-one interaction, keep the connection with your customers current by sending newsletters, updating blogs and posting to social media. Make emails, marketing messages and updates personalized by focusing them on the type of customer you’re trying to reach. Long-term customers may need a very different message or update than a brand new customer who is still trying to learn and understand your brand and offerings.
Make sure your business is mobile-friendly in all ways, from its website to customer feedback opportunities. And be responsive to that feedback—whether good or bad. A fast response time, personalized reply, and willingness to apologize or accept fault can go a long way in turning a potentially bad experience into a life-long customer.
As your business grows, don’t lose sight of your prime focus: your customers and how they connect with the brand. Keep current customers in mind as you grow, and make sure you can still provide an individualized, outstanding experience each customer can connect with.
Finally show your appreciation to your customers. Offer a note of thanks, a special perk or deal, or an individual benefit or experience to let them know you value their business. At the end of the day, it’s your customers who make your business successful.
Need help developing a marketing plan that better connects you to customers and personalizes their experience? Our team at Rocket Fish Digital is specifically positioned to help you make the most of your customer experience.