“Why should I invest in Customer Experience? What’s in it for me? Business is doing just fine as it is. And besides: We don’t get a lot of complaints. So I suppose everybody is happy!”
If this is you speaking, think again. “Not getting a lot of complaints” just won’t bring you loyal customers. Research taught us that unsatisfied customers (or employees) won’t share their complaints easily. Only 1 out of 20 unsatisfied customers will take the effort of sharing their experience with you. That also means that when you receive a complaint, 19 other customers just left to never come back again. Customer Experience should be core business. For every business. It is all about being meaningful and memorable. Not occasionally, but consistently.
Customer experience is the main driver of future loyalty. Whatever customers experience, determines whether they will come back and purchase again. Or not. It also determines what they will share with others personally, on review sites, and via social media.
Investing in customer experience is not only about being nice to customers. It’s about generating higher customer engagement, leading to more positive word-of-mouth and growing network of free (!!!) promotors (fans).
This can be measured by NPS (Nett Promotor Score) and gives you direct input for your ROI (Return on Investment) . Studies indicate that a higher NPS has a tremendous financial impact. One particular study has analyzed that the annual revenue increased with 2.5 after investing in customer experience.
Did you analyzed your own NPS, and if so, can you imagine the effect on your revenue if you invest in your customer experience? Find out how to design your own approach on customer experience on www.startreverse.com and read the book Reverse by Andre Wiringa!