According to the 2014 Call Center Executive Priorities Report, 68% of businesses plan to increase their customer management spending to better their overall customer experience. But why is customer experience so important? Though there are many reasons why you should keep your client happy, there are two big reasons that every company can appreciate: you create a return customer, and you create a client who can act as free marketing for your business.
The Returning Customer
The reason a returner customer is so important is that they will go out of their way to do business with you. This makes them different than repeat customers because returner customers will make the active decision to use your product and service. Customer experience can make-or-break the prospect of a returner customer. In fact, the 2013 Accenture Global Customer Pulse Survey found that 62% of global consumers switched their service providers due to poor customer service experience. When hiring someone to deal with your customers, you want to make sure that they appreciate your clients and the value they hold. Companies like Customer Elation understand the important role they play in the experience your customer will take with them. And customers understand the important role contact centers play as well; IQPC’s Executive Report found that 79.7% of people believe that the contact center is the defining factor in customer experience. Taking the time to give your customers the best will encourage them to give out the best information to prospective returner customers.
The Free Marketing
Returner customers are a key way to get the word out about your business. Because they are loyal and supportive of your business, they will make sure to recommend you to their family and friends. According to the Nielsen Company’s research, 92% of people trust recommendations from friends and family more than any other form of marketing. As the trust people have in paid advertising declines, word of mouth campaigns have taken off with the help of social media. Potential customers can go and search your company’s name via Twitter and see what everyone is talking about in regards to your business; making sure that every customer has a dazzling experience will mentally encourage others to see what all the buzz is about.
If you are interested in learning more about customer experience, we recommend reading Micah Solomon’s Secrets Of A Frustration-Free Customer Service Experience.