Don’t Be Good — Be Exceptional!

Jan 23, 2020 | Tips

Don’t Be Good — Be Exceptional!

Do you offer a great price, a great product, and great service? Terrific! However, in today’s market, these things are the minimum expectation. Customers want exceptional. Here are three reasons why creating an exceptional customer experience (CX) should be tops on your agenda:

Your competitors are doing it.

According to a recent report by Econsultancy and Adobe, CX is so important that it is cited as the “most exciting opportunity” by marketers—33% higher than content marketing, 67% higher than data-driven marketing, and 100% higher than video marketing.*

CX makes you more profitable.

Research by American Express found that 60% of customers are willing to pay more for a better customer experience. The Temkin Group found that companies that invest heavily in CX can expect a 70% increase in revenue within 36 months.**

Positive customer experience maintains loyalty (and increased revenue) over time.

Nuvi finds that a positive customer experience drives loyalty behaviors, such as trust, willingness to repurchase, and willingness to recommend the company. That translates into increased revenue over time.***

How do you create great CX? There is no one-size-fits-all. However, here are five steps you can take from a marketing perspective:

1. Make it easy to contact you.

Make your phone number, email address, and web address easily visible on your marketing materials. Don’t make customers look for it! Once people do contact you, ensure that your company representatives are friendly and welcoming.

2. Provide information that will make your customers’ lives easier.

Offer seminars and webinars. Tutorials. Newsletters with information valuable and relevant to their lives and jobs. Make them look forward to hearing from you.

3. Target your customers with relevant, personalized communications.

If you are a pet store, for example, don’t send coupons for dog products to cat owners.

4. Invite them to customer appreciation events.

Don’t try to sell them anything during these events. Just say thank you!

5. Ask for their feedback.

“How can we do better?” Not only does this help you improve your communications and inform your business strategy, but asking their opinion makes them feel valued. Act on what you learn.

Not every company has great CX, but every company can create it—starting with relevant, proactive communication.  How can we help?


* Adobe “2019 Digital Trends”