Creating a Customer Experience
The consumer today doesn't simply believe in what you tell them, they want to experience it for themselves.
A positive customer experience translates directly to brand differentiation. Customer Experience is sometimes used synonymously with "Customer Relationship." However, a difference lies between the two in that experience is the affect a brand interaction has on a consumer while a relationship consists of the steps taken to create the experience.
While there is a virtual library of information on Customer Experience, the following ideas are common among all of it:
- Customers perceive value based on the experiences they receive when dealing with a company.
- Customers rate their quality of interactions with an organization as equally important to the quality of the goods or services purchased.
- Memorable experiences build loyalty and a noticeable increase in purchase volume.
- Well-trained and helpful employees are the top attributes of companies that provide consistently excellent customer experiences.
The following links take you to Web sites and article reprints relevant to Customer Experience:
Building Lasting Customer Loyalty
Part 1
Part 2
Look Who's Listening
The Luxury Touch
Experience Based Differentiation
Building Lasting Customer Loyalty
Click here to visit The Three "Ds" of Customer Experience
For further information on Customer Experience, contact Carole Sustak, Membership & Brand Marketing, at 407-444-7613 or e-mail csustak@national.aaa.com.
*Forrester articles are secured for AAA associates only. For further information about Forrester's research and services, please contact Leslie Candy at lcandy@forrester.com or call 617-613-6212.
