Some of you may wonder why I harp on about customer experience all the time - well, here's why!
Harvard University have done lots of research into how people (and businesses) choose which organisations or businesses they want to become customers of.
They found there are 3 key factors - price, product and customer experience.
Price is obvious isn't it - anyone that wants to be your customer has to be able to afford your product or service.
Product is obvious as well - they have to understand that your product or service meets a need, desire or want that they have.
But if you just focus on those you may have a few problems - competitors can always undercut your prices and copy your products and services (remember when Aldi and Lidl came into the UK? they did exactly that and took customers from every supermarket - except one).
And there's another problem - the research found that price and product only account for 30% of the buying decision. Customer experience accounts for the remaining 70%!
Don't believe me? Aldi and Lidl didn't take any customers from Marks & Spencer who are one of the most expensive supermarkets but also offer the best customer experience.
Still don't believe me? think about where you shop or eat or drink - how many times do you travel past somewhere you could do that to get to your "favourite" shop or restaurant? How many businesses are you a customer of where you don't check prices because you like how they look after you?
And that's why customer experience is so important - and it's not just customer service - I'll explain more next time!
Watch the first of our 6 video shorts here: https://youtu.be/LzYZwnWya0k
Harvard University have done lots of research into how people (and businesses) choose which organisations or businesses they want to become customers of.
They found there are 3 key factors - price, product and customer experience.
Price is obvious isn't it - anyone that wants to be your customer has to be able to afford your product or service.
Product is obvious as well - they have to understand that your product or service meets a need, desire or want that they have.
But if you just focus on those you may have a few problems - competitors can always undercut your prices and copy your products and services (remember when Aldi and Lidl came into the UK? they did exactly that and took customers from every supermarket - except one).
And there's another problem - the research found that price and product only account for 30% of the buying decision. Customer experience accounts for the remaining 70%!
Don't believe me? Aldi and Lidl didn't take any customers from Marks & Spencer who are one of the most expensive supermarkets but also offer the best customer experience.
Still don't believe me? think about where you shop or eat or drink - how many times do you travel past somewhere you could do that to get to your "favourite" shop or restaurant? How many businesses are you a customer of where you don't check prices because you like how they look after you?
And that's why customer experience is so important - and it's not just customer service - I'll explain more next time!
Watch the first of our 6 video shorts here: https://youtu.be/LzYZwnWya0k
