• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
Thinking Media

Thinking Media

Transformation and Marketing Services

  • Home
  • Blog
  • Your Guide in the Digital Landscape
  • Thinking Media – Your Digital Business Coach
  • Contact

What Sticks in the Customer Experience?

Home · Blog · What Sticks in the Customer Experience?

Published December 23, 2019 by Birgitta · Leave a Comment

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” – Jeff Bezos

Photo Credits: Kaboompics | Pexels 

“Always remember that everyone with whom you have a relationship has an invisible sign on their forehead that says ‘Make Me Feel Important.’ Treat them accordingly” – Eric Philip Cowell

84% of customers say being treated like a person, not a number, is important. As a result, it’s not surprising to see the following reasons why businesses invest in customer experience:

Improving customer retention (42%)
Improving customer satisfaction (33%)
Increase cross-selling & up-selling (32%)

When customers have a positive experience with a company, they’re less likely to do business elsewhere and more likely to recommend that particular company.

Memorable experiences, and the ensuing positive word of mouth, can drive customer decisions as much as, if not more than, price and functionality, shows research. Companies are talking about customer experiences, but still thinking from inside to outside unaware of the importance of the human deepest needs.

Attempts to work with journey mapping, lean, service blueprinting, and problem-solving mindsets, still don’t reach the high customer demands. Academics that studies customer engagement focus on managerial variables such as employee selection, training, rewards, and service culture. Customer experience (CX) design — which aims to ensure that customers have positive touchpoints with companies while buying and consuming their products and services — has grown quickly in recent years.

Yet recent Forrester research report suggests that there have been few if any, meaningful improvements in customer experience over time.

Despite the insights gleaned about customers through advanced technologies and data analysis, something still seems to be missing for most companies, says a KPMG report.

Human emotions are the most valued

Stefan Thomke, Professor of Business Administration at Harvard Business School, has been teaching the HBS:s executive education classes for many years. When he first asked the executives for their most memorable experiences as customers, he was surprised by their language.

It made me feel special. They showed empathy. They really cared. Personalized the process. Trusted me. Didn’t argue or delay. Killed us with kindness. Owned the problem. Surprised us. Made things simple.

Notice, these business executives weren’t using the standard language of business. They weren’t using business terms like functional value, efficiency, and cost-value analysis. Instead, they were describing a human emotional impact. The missing ingredient in many businesses today is emotion.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Feelings of lights
Feelings of lights. Photo cred: Free stocks | Pexels

5 ways for companies to infuse customer journeys with emotion

1. Stimulate the senses, and trigger emotions such as surprise, trust, joy, and even anticipation;
2. Turn disappointment into delight. Be prepared to transform negative experiences into positive ones;
3. Plan to surprise. Thrill your customers again and again through continual innovation and unexpected solutions to problems;
4. Tell compelling stories. Companies that infuse stories into the customer’s brand experience can provoke an emotional response and create sticky memories;
5. Run controlled experiments are all about understanding your audience and making sure to trigger the right emotions during a customer’s journey.

Two of the top three reasons why businesses invest in CX are improving customer retention (42%) and increasing cross-selling and upselling opportunities (32%). When a customer is already happy with their previous experience, they are also more likely to buy more and try other things your company has to offer.

Focus on keeping your existing customers happy. The fact is that creating and/or improving your customer experience strategy will help you build an experience that is focused on the customer.

Reading tip: Customer Journey Maps: The North Star to Digital Transformation

Filed Under: Blog, Experience Marketing, Experiences Marketing Start Tagged With: business, Customer demands, customer experiences, CX

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

Latest posts

Connected Business

The New Battlefield for Customers Experiences is Happening in 8 Areas

The linear “inside out” thinking focus around processes and functions that might be important to the company’s operations, but don’t really mean anything to customers. The organizational transformation is about unlearning and relearning together to build Business Agility. Why does management think and do the same way as they did for 30 years ago? The […]

What are the Barriers to Compete in the Customer Experience Market?

Customer Experience Is The New Business Battlefield

What Sticks in the Customer Experience?

The End of the Marketing Funnel

Footer

Follow Birgittabiz

  • Top story: Biden Viewed Positively, Trump More Negatively After Capitol Riot | Pew Research Center… https://t.co/qqmVqB5s30 Yesterday at 20:47
  • 'Birgittabiz/social-media-mind' news https://t.co/TxJOqqysiW Yesterday at 10:00
  • Top story: - The Washington Post https://t.co/mxFexox6PR, see more https://t.co/zpxNwpuaDE January 14, 2021 23:44
  • @birgittabiz

Archive

  • July 2020
  • May 2020
  • December 2019
  • November 2019
  • October 2019
  • January 2019
  • December 2018
  • September 2018
  • January 2018

Tag cloud

affärsmodeller Agile AI Ambassadörer Analytics blog Buffer Business Model business models calendar co-creation collaborative Company Page Connections content Customer demands customer experiences Customer Service digital evolution engage Facebook Growth Growth Hacking Growth Hacking Tools Guide Hacking Inbound Marketing innovation LinkedIn Marketing Marketing Automation marknadsföring mobile molnet Ny Marknadslogik professionals Push Marketing SEO SlideShare SOCIAL AFFÄRSUTVECKLING I NÄTVERKSEKONOMIN sociala medier Social Media strategy Twitter upplevelser

About Thinking Media

Services we offer are:
 DESIGN THINKING FOR BUSINESS INNOVATION
Project Management and Change Management
 AGILE AND GROWTH HACKING MARKETING
Market analysis and Brand Strategy. Content and Context Marketing. Communication and PR
 DIGITAL TRANSFORMATION ORGANIZATIONAL DEVELOPMENT
Business and Service Marketing Development Read more »

© 2021 Thinking Media · Website by Xponent · Powered by Genesis & WordPress · Privacy Policy · Sitemap · Log in

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.Ok