Customer Experience Is the No. 1 Reason Customers Buy From Brands
Customer experience isn’t just for Millennials anymore. Marketers now know the tactic is No. 1 among all consumers, thanks to recent Medallia and Ipsos research. And here’s how they expect brands to make that happen.
Bulldog Reporter writes about the recent research on AgilityPR.com on Thursday:
“Consumers value the quality of their customer experience so much that they choose brands and make purchases based on the experience factor above all other considerations — including brand recognition and product quality.”
Marketers have known for a while that Millennials valued customer experience — especially in the travel vertical. But the research highlighted by Bulldog Reporter shows “77% of respondents claim to have chosen a product or service from a company because of good experiences they had with it, while 64% of respondents said they have avoided a brand because of a bad experience they had within the last year.”
Here’s how marketers can get that customer experience up to consumer standards:
Create a Seamless and Positive Customer Experience
One bad experience costs marketers 46% of their U.S. mobile network customers, Bulldog Reporter writes.
Ipsos says online retail, offline retail, banks, insurance, hotels and mobile network providers are on notice from consumers:
“The demand for a positive customer experience is especially high in the United States across all six industries examined, and U.S. consumers reported significantly higher expectations than European for personalized experiences, real-time response and ability to chat with a live agent.”
Personalize the Customer Experience
Consumers want the data-driven experience, writes Bulldog Reporter:
“Thirty percent of customers expect call center agents to be instantly familiar with their contact history, and 40%, on average, expect to be offered personalized experiences based on their interests, buying behavior, demographics and psychographics.”
What do you think, marketers? Are marketers creating seamless experiences for all, or concentrating this effort on Millennials?
Please respond in the comments section below.
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