In today’s competitive landscape, customers have become increasingly discerning, demanding nothing short of exceptional experiences from the brands they engage with. According to a recent Broadridge report, a staggering 69% of people now feel that “Most of the companies I do business with need to improve the customer experience” – a significant increase from just 35% in 2019.
Embracing the Comparative Framework
Brands must continuously explore and understand how customers assess the customer experience (CX) to ensure they are delivering “best in class” service. This is a comparative framework, where industry leaders like Amazon have set new benchmarks, redefining customer expectations. If they can offer 24-hour (sometimes free) delivery, why can’t other brands match or exceed this standard?
Uncovering the Emotional Drivers of CX
Relish has amassed a comprehensive library of video clips featuring customers sharing their perspectives on the good, the bad, and the ugly examples of CX. These insights are leveraged in our CX Accelerator workshops, providing a practical framework to better understand what customers truly want and expect.
This framework comprises six emotional drivers that contribute to a positive CX, satisfying each of which can create a deeper bond with customers, help brands differentiate from the competition, and foster brand loyalty and advocacy.
The Transformative Power of CX
A sound CX strategy is essential for business growth, offering a multitude of benefits:
- Brand Differentiation: In many sectors, range and price have become relatively homogenous. Understanding and delivering the ideal service offering can be a key brand differentiator.
- Driving Customer Retention and Loyalty: Happy customers stay longer, visit more frequently, and are willing to spend more. They become passionate advocates, recommending the brand to their network.
- Acquiring New Customers: Brand advocacy is a cost-effective and highly effective sales channel, outperforming traditional advertising.
- Increasing Staff Motivation and Engagement: Positive customer experiences motivate employees, fostering emotional bonds and confidence in dealing with any challenges.
- Reducing Costs: Organic acquisition, frictionless customer journeys, reduced staff recruitment and training costs contribute to greater profitability.
- Increasing Shareholder Value: The combined impact of reduced costs and increased revenue translates to greater profitability and shareholder value.
If you’re looking to elevate your CX strategy and unlock the full potential of your brand. Contact Amy (a.smyth@wearerelish.com) to learn more about how we can help you deliver exceptional customer experiences that drive lasting success.
