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“Research reveals that found that 74% of senior executives believe Customer Experience has a profound impact on a customer’s willingness to become a brand advocate. Creating a unique customer experience is one of the best ways to achieve sustainable growth,” – AT Kearney
Modern commerce has undertaken an on-going mission to boost customer engagement in the interests of achieving long-term profit projections. Annually, brands and businesses spend millions of dollars to create unique and powerful customer experiences. These actions are driven by the belief that harnessing customer experiences can enable business enterprises to drive the sales organization and to fulfil exacting corporate mandates.
We must note that an outstanding customer experience can lead to multiple outcomes; these include customer delight, brand evangelism, the achievement of a higher brand purpose, and a significant uptick in sales turnover. Brands and businesses must appreciate the fact that the creation of customer experiences must be assigned a high business priority. Subsequently, brands can consider harnessing customer experiences to achieve higher sales. For instance, a brick-and-mortar retail business can choose to install an eye-catching visual display at its store premises in a bid to capture customer attention. This initiative can infuse fresh life into the customer engagement campaigns of the said business. Customers can view the display and re-evaluate their impressions of the said business enterprise. Higher footfalls can ensue as more customers attend the retail destination, thereby leading to potentially higher sales for the business.
Digital marketing businesses can elect to create novel devices with a view to harnessing customer experiences. We must note that the digital landscape is facing oversaturation as more and more businesses choose to operate in said landscape. For instance, a digital advertiser can elect to create marketing campaigns based on on-screen animation with a distinct flavour of comic art. We note that this campaign lends itself well to multiple iterations and can be geared to utilize the many schools of visual comic art. This campaign is bound to attract significant attention in open markets and among online audiences, leading to high commercial success for the said marketing campaign. Thereafter, the said advertiser can be said to be harnessing customer experiences from the campaign to push the commercial objective of selling a product or a service. We note that this instance outlines the success of deploying innovation in creating unique customer experiences.
Emotion plays a central role in both the personal and business domains. Therefore, commercial organizations and professional marketers can choose to create customer experiences that hinge on the use of emotion. For instance, a business can choose to invest in impactful customer experiences that clearly place the customer at the centre of the experience. An e-commerce customer may order a certain product through an app while the customer is in transit. Through a certain co-incidence, the product may be out of stock with the business enterprise. However, the business may rise to the occasion and connect with the customer seeking a point of delivery that intersects with the customer’s travel itinerary. Upon delivery, the customer is delighted and may choose to pen a glowing testimonial attesting to the commitment of the business. The e-commerce operator may proudly showcase the testimonial in a clear case of harnessing customer experiences to further business objectives.
Sensory marketing can help to craft unique customer experiences. Market research indicates that vision plays an important role in customer actions that lead to purchase decisions. Brands and businesses can work to create engaging marketing campaigns that feature elements of popular art and sculpture. This signals a creative approach to marketing that encourages shoppers and consumers to investigate commercial offerings. This is significant because it helps a brand to attract customers’ attention in crowded, competitive markets. Subsequently, customers may associate some of the attributes of the product with the marketing images, thereby leading to a favourable buying decision. We note that this exercise clearly highlights an instance whereby a brand is harnessing customer experiences to drive sales objectives.
Brands and businesses can deploy electronic customer service mechanisms to create a niche customer experience. For instance, a brand that wishes to expand its impression in customer mindscapes may elect to arrange live chats between its customers and its senior business executives. This may be viewed as a novel approach to boost the customer experience and to attract customer loyalty. We note that customers may feel valued and privileged at the opportunity to converse electronically with senior business executives. This emerges as a variation of the strategy of harnessing customer experiences to create grounds for future commercial transactions. That said, we note that this strategy can be deployed to elicit customer reactions to new product launches and to assess the general mood of the mass market.
Committed customers can be interviewed on video systems in a bid to elicit their reactions to a brand or a product. We may note that this strategy hinges on brand evangelism. A committed customer is likely to provide very positive feedback and this device can be leveraged in the interests of creating an emphatic brand communication. The customer may narrate his or her brand experiences and offer a recommendation to other customers. Essentially, the brand or the business is harnessing customer experiences to devise an outstanding marketing message that will help it to sell significant volumes of merchandise in the future.
A sharp customer-focused attitude can enable a business to create and sustain valuable capital in terms of moulding customer experiences. For instance, a banking and financial services organization can work to curate top-notch customer experiences through its customer services organization. Each customer is viewed as a unique entity that is entitled to privileged treatment. The customers may subsequently discuss such treatment on social media platforms, thereby broadcasting a unique marketing message. In time, the financial services organization may gain swathes of new customers that were first attracted to the organization through customer recommendations. Clearly, this instance outlines the fact that harnessing customer experiences can be a profitable proposition for a commercial organization.
Every human being craves a modicum of fame. Businesses can work to fill this gap by paying close attention to the needs of individual customers. This tactic represents a stellar strategy to elevate customer experiences. For instance, the owner of a traditional business can work to address each customer by name when he or she steps into the business premises. The connection between the business proprietor and the customers can emerge as a valuable business tool that enables the business to retain customers and to attract new customers. We may state that the sense of community generated by such actions is priceless and empowers businesses to magnify their impact on human relations. This illustration demonstrates the power of harnessing customer experiences to create a virtuous sales cycle in modern markets.
In the preceding paragraphs, we have examined some of the methods through which businesses can harness customer experiences. Commercial organizations must innovate and refine these techniques in a bid to boost customer engagement and to achieve business objectives. That said, we note that modern customers must be assessed with caution and care in the best interests of retaining their custom. Once a business enterprise masters these methods, it can easily fulfil its corporate destiny in the fullness of time.
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