Employees Impact Customer Experiences By DoingCXRight

What Makes Customers Brand Loyal? (Hint: It’s Not Price)

The smallest gestures by frontline employees can be a significant reason shoppers turn into repeat buyers. I was reminded of this when buying clothing at a department store recently. Upon bringing my items to the register, the nice woman asked questions about my day and overall shopping experience. I was surprised by our first interaction as warm greetings don’t happen frequently enough. Why is that? Saying “hello” and “good-bye” is such an easy way to delight customers. I especially love when company owners greet customers. (Read my Woodloch story)

Besides a pleasant dialogue when first meeting, my experience got even better. The lady scanned each item and noticed that none of the clothes I was buying were on sale. She asked me if I had any promotional offers but unfortunately, I did not. She proceeded to explain that customers who have their store credit card receive discounts, and then inquired if I wanted to get one. I kindly declined and was prepared to pay full price for the items. At that moment, the woman went into her drawer and took out a coupon to apply to my purchase. She saved me $25. Although it was not a significant amount of money, it was a highly satisfying moment. I did not expect her to provide me any discount especially since I declined the credit card offer. I thanked the woman twice and told her how much I appreciated my purchase experience ALL BECAUSE OF HER. I walked out of the store a happy customer and continue to be a repeat purchaser.   

My personal story provides several customer experience lessons:

  • Frontline employees matter. They matter a lot! Businesses need to empower their staff to be brand ambassadors. Managers need to encourage employees to surprise and delight customers even when they are not looking.
  • Company leaders need to recognize employees who create exceptional experiences. When employees are happy, customers benefit too. Attitudes are contagious.
  • Buyers often care more about EXPERIENCE over PRICE when choosing brands. There’s tons of research to prove this statement. I especially like a report published by CMO. It emphasizes that experiences drive customer loyalty and that addressing customer needs must be FIRST PRIORITY!

KEY TAKEAWAYS FROM MERKLE’S  RESEARCH STUDY:

  • “More than half (52%) of online buyers said they stopped shopping on a brand website due to bad site experiences.” I 100% agree, which is why I’m a big advocate of doing user testing with real customers in pre AND post-launch stages.
  • “Word of mouth is the most organic and valuable form of marketing, and it will only increase when customers feel that their experience is worth sharing.” Yes indeed, which is why so many companies rely on the Net Promoter Score (NPS).
  • “Customers are looking for long-term, connected experiences that are as EFFICIENT as they are enjoyable.” This is very true, and why I emphasize the importance of including “level of effort” in CX measurement programs. NPS is useful but even more so when combined with other metrics. Read the Wallstreet article and my personal views about this topic.

What is your perspective?

I’m interested in hearing examples of when a company employee went above and beyond to make your buying experience a memorable one. How did you feel? Did you purchase again because of that experience, even when you could buy somewhere else for a better price? Share your views by joining CX conversations on Instagram and Twitter  

WANT TO INCREASE YOUR CX SKILLS & TRANSFORM YOUR ORGANIZATION?

 

All About DoingCXRight

*All opinions expressed are Stacy’s alone and do not reflect the opinions of or imply the endorsement of employers or other organizations.

Communications Drives CX & EX. DoingCXRight

5 Communication Tips To Improve CX + EX

Communications is a significant driver of human connections. HOW messages are delivered is as important as WHAT is shared. Talking in person is ideal. However, sometimes it is not possible given physical location and related factors. Seth Godin talks about using the appropriate medium. His words resonate with me a lot. I believe that lack of communication is the number one source of customer and employee dissatisfaction. The good news is that communication is in our control and easy to fix when issues arise.

Continue Reading →

Customer Experience Passion

HOW 1 EXPERIENCE STARTED MY CX PASSION

My obsession for Customer Experience (CX) started when I received a package in the mail on a random afternoon. I was not anticipating the delivery of a large box with a label that said, “To Stacy, From Stacy.” Continue reading “HOW 1 EXPERIENCE STARTED MY CX PASSION”

Avoid 10 Customer Experience Mistakes.

Are You Guilty Of 10 CX Mistakes?

10 Ways Companies & Employees Create Friction & How To Avoid CX Mistakes

Customer friction is a key factor in why people  abandon a website, leave a store without buying, disconnect from a monthly service plan, and the list goes on. In previous articles, I’ve written about the need to make the customer journey SIMPLE, EASY and PROBLEM-FREE. This includes the post-purchase return experience. Today, I’m pleased to share a guest post by Customer Service Expert & Author, Shep Hyken, who knows a lot about Customer Convenience. Continue Reading →

returns and refunds impact customer purchasing decisions

Return Policies Have BIG Impact on #CX. Apply Best Practices‼️

Online shoppers often determine what stores to buy from based on their understanding of return requirements upfront. According to UPS consumer surveys, “66% of shoppers review a retailer’s return policy before making a purchase. 15% abandon a cart when Continue reading “Return Policies Have BIG Impact on #CX. Apply Best Practices‼️”

How To Walk The CX Talk

How To Walk The CX Talk

According to Forrester, “84% of companies aspire to be customer experience leaders, but only 1 out of 5 deliver good or great CX.” Do you ever wonder why that’s true? Well, I can explain having worked in the Customer Experience (CX) field for many years and a consumer of products and services. I’ve witnessed bad CX and brands who are Doing CX Right. I’m sharing both instances so you can truly be customer-centric, not just say it. Continue Reading →

Driving Customer Loyalty By DoingCXRight

A Case of Doing CX Wrong

It boggles my mind when great brands make bad decisions that directly impact customer experiences. I recently encountered a situation that clearly demonstrates an example of Doing CX incorrectly. Continue Reading →

Delight Customers Without Strings Attached​

Most people enjoy receiving gifts on their birthdays. They get a sense of joy when their favorite brands give them monetary awards. It is a smart business strategy that builds brand loyalty but only if done authentically and without requiring customer actions Continue reading “Delight Customers Without Strings Attached​”

The End Of The Customer Journey Matters Just As Much As The Beginning

Many companies spend a lot of time and budget on acquiring new customers. They focus on driving satisfaction in the early stages of the journey (Learn & Buy) and ignore customer experiences and sentiments once payment is received. This is often the case for Continue reading “The End Of The Customer Journey Matters Just As Much As The Beginning”

Surprise & Delight Customers

How To Turn Mistakes Into Positive Customer Experiences

No company is perfect. Inevitably, employees will make mistakes. The impact of those mistakes on brand image is not necessarily related to WHAT happens as much as HOW employees handle a problem. Recently, I encountered a situation that reinforces the importance of customer experience (CX) and employee engagement. Continue reading “How To Turn Mistakes Into Positive Customer Experiences”