Give me a hug: the customer experience

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Without a doubt, a good customer experience adds value to a brand, determines a company's reputation and generates loyalty , a key aspect in a world in which the online supply of goods and services has exponentially expanded the buyer's opportunities to compare, demand and choose.

In an excellent interview published in 'Estrategias de inversión ', two banking experts explain very clearly one of the most fashionable terms in business language and an bulgaria email list aspect in which companies are investing more resources: customer experience. To obtain a good customer experience, companies must, among other things, involve the entire organization, generate satisfaction surveys, monitor social networks and opinion forums to know at all times what is being said about our brand or service, quickly manage complaints and questions, develop specific loyalty strategies, encourage the existence of brand ambassadors... In short, invest time, personnel and resources consistently and over a long period of time.

But perhaps the most striking thing about the interview is that it cites a study by the Boston Consulting Group that concludes that “62% of buyers acknowledge that family and friends are their main source of information when it comes to purchasing a product or service .” In other words, in the digital age and with a global offer of goods and services just a click away on our smartphone , we continue to rely on word of mouth for our purchasing decisions.

So, if my mother-in-law recommends the new fruit shop on the corner, I am very likely to go there to check the quality-price ratio of the oranges. It will indeed be the responsibility of the fruit seller to monitor the “ social network ” that has led me there by chatting with me to find out who recommended his shop to me; to carry out the satisfaction survey and, if I go back to the shop, to ask me if the oranges were sweet and juicy; to quickly manage my suggestions and assure me that, even if he has no blueberries left, he will have them for me tomorrow; to develop a specific loyalty strategy by giving me a grapefruit so that I can try how delicious the juice is mixed with the orange juice; to make my mother-in-law an ambassador for the brand by thanking her for her recommendation and to involve the entire organization by telling his wife that my mother-in-law and I are two customers who should be taken care of.