Building Brand Advocates through Customer Experience Management

Holistic customer experience management systems are expensive to implement but organisation must become aware of the strategic role it plays. Post-GFC, businesses can no longer afford to lose customers due to a bad customer experience.

65% of all company revenue is generated through customer referrals and is an area that many businesses fail to address. Keeping customers is far cheaper than acquiring new ones, and should be the primary strategy for all businesses. It is also one effective strategy that can provide a source of differentiation. The ‘customer experience’ plays a vital role in building brand loyalty and driving brand advocacy. Successful business invests in their customers to leverage their marketing dollars by helping customers move throughout four customer experience stages to ultimately become a brand ambassador.

New Customer

Satisfying customers’ needs is the ultimate goal. Business need to engage customers on an emotional level. Customers Expectations play a vital role and business must exceed the expectations set upon them by their customers, the better the experience the more likely a repeat purchase. Employees need be empowered to engage the customer and the organization need to provide the structure for the employees to carry this out.

Repeat Customer

Creating a consistent and positive customer experience throughout all consumer touchpoints and channels is the key to building a superior customer experience model. It’s not enough for a customer to just have a great first experience. The key is to repeat this so they will buy from you again.Training and development of staff across all channels and customer touchpoints helps drive the brand value and will entice customers to move into the next customer experience stage.

Loyal Customer

Customers that consistently use your product and have an emotional attachment with the product will now become a Loyal Customer. Loyal customers are easier to service, improve margins and drive your marketing dollars further through word of mouth advertising.

Brand Advocate

In this, customers are emotionally connected to the brand.  These people have had frequent encounters with your brand and are ultimately helping driving both your brand value and bottom line forward. They are advocates for your brand and truly believe in your products and services.

Customer experience management plays a vital role in influencing the perceptions of the brand and thus investment in Customer Experience management can not be overlooked.

IQPC’s 4^th annual Customer Experience Management Conference 2011 in Sydney is your chance to get insight from across industries on the latest innovations and best practice strategies for all your customer touchpoints!

For more information please visit: www.customerexperienceevent.com.au, or email enquire@iqpc.com.au . Alternatively, you can call 02 9229 1092

• Twitter
• Facebook
• Email
• Bookmark
• del.icio.us
• Digg
• Reddit
• Google Bookmarks
• StumbleUpon