Price Versus Value: Six Ways To Enhance Customer Experience And Make Them Come Back For More
Founder of Runways Heels, Inc. and CEO of a Multi-Line Insurance and Financial Services Agency.
As we approach the middle of 2021, businesses are slowly reopening and consumers are changing the way they do business. In the past, price has been a strong driving force in buying decisions, but in recent years there has been a shift in consumer buying behavior: Consumers are willing to spend more for a better customer experience.
Customer experience is more than just an interaction between a customer and a salesperson. Especially considering today’s technology, consumer experience is shaped by several factors. Here are six business aspects to help enhance the consumer experience and keep them wanting more:
1. Extreme Makeover: Digital Edition
When you decide to put your house on the market, you probably won’t sell it as is. Many homeowners renovate in order to upgrade the curb appeal. This also applies in the digital world. In order to appeal to consumers, give them what they want when they want it.
Does your website need a makeover? From working from home to watching current events to ordering takeout, everything is moving online. Having a robust online presence can no longer be an afterthought. It should be an integral division of any company’s sales and marketing arm in order to thrive in today’s market. Refresh your content with relevant materials, images and engaging video clips.
Considering many people are glued to their phones daily, an interactive mobile app helps cultivate customer loyalty. Create an app with fewer clicks, more vibrant photos, less busy design and tailored suggestions.
2. Personalize: Everywhere, In Every Way
When was the last time you were floored by the hotel parking attendant addressing you by your first name or your server remembering your favorite entree? One’s own name is the sweetest word in the ears of any listener. When you can, address your client by their first name. This is one of the surest ways to make them feel valuable and create that important connection.
Along the same lines, a handwritten thank-you note with a heartfelt message amplifies gratitude. This is another way to heighten the client experience by making them feel genuinely appreciated. This appreciation equates to loyalty and repeat business.
3. Sensory Experience
When a customer enters your business, what do they see first? What do they hear? What do they smell? All these add up and influence the “five-second rule.” It’s that crucial window when someone takes action on an instinct. Sight, sound, smell, touch and taste each have a role in creating an ambiance that is conducive (or not) to buying. That is why attention to detail, even in packaging, is a must. The texture of the wrapping, the color of the bows, the scent of the material, etc. all contribute to the wow factor.
At the end of the day, it’s about delivering on your promise to the consumer. Being dependable is one of the most important aspects of a thriving business. Uphold the dependability of your brand by living up to your word.
Conversely, flaking or reneging on your word is a recipe for a toxic client who could go ballistic and shower your social media with negative reviews. Your brand reputation is at stake. Remember, it is always better to under-promise and over-deliver. You are your word. Do not falter.
Improve your rewards system. Most consumers appreciate a freebie here and there. It doesn’t have to cost much or be something extravagant; even a small giveaway can go a long way. To stand out in a highly competitive market, differentiate yourself. An extra touch can make a world of difference. Rewards work when it comes to pets, kids and employees, and clients are no different.
Remember, all it takes is that one time you failed to meet expectations to lose your client’s confidence. It’s better to be unforgettable by exceeding expectations.
While the factors described above are important, if you aren’t doing them consistently, you will create more critics than fans. When you are consistent and mindful in giving your customers the best experiences possible, it shows you care. And in sales, no one really cares how much you know until they know how much you care.
As we work through these uncertain times, it is not enough to be just in the game; play like you mean it. That means being hyper-vigilant in making the right choices to help your voice be heard, your product stand out and your presence, online and otherwise, count with consumers.