Customer Experience is the new differentiator

28 Julio 2013 | 1 Comentario

All of us studied Differentiation as the main marketing strategy. We used to think of it in terms of brand positioning. Well, today this is just the beginning. Satisfaction is equal to experience minus expectation. This is not new. What is new is the way companies may ennoble customer experience. Let’s better say, the complex and continuous bundle of chances to do it.

Purchase decisions are not linear anymore. We need to think of multidimensional loops that end up in the act of buying. We are to follow them onwards, end to end, to consider a customer journey. As I heard recently during a speech by Enrique Dans, social algorithm is the only valid one.

Martijn Vlek made us become aware of customer experience as the new differentiator. It was in an Oracle’s event, floor 50th at Torre de Cristal (Madrid). In a current market where margins tend to disappear, 86% of consumers would pay more for a better customer experience. Nevertheless, only 16% of companies consider their customer experience initiative to be advanced. How come? Today’s customer journeys are complex. Bad experiences drive customer decisions, broken journeys drive customers away.

Let me bring back a marketing activity in fashion for both manufacturers (brands) and retail: Shopper Marketing. Retail becomes always more and more relevant for customer experience. Brands try to gather here all consumer and shopper insights, trying to influence from the shop in the whole consumer journey within what brands like Coca-Cola refer to as Category Vision.

Comentarios

[...] and manufacturing now play a key role in directly managing customer experiences. Not to forget that Customer Experience is the new Differentiator, a must-breakthrough along the loyalty [...]

moncler pas cher moncler pas cher moncler pas cher moncler pas cher moncler pas cher moncler pas cher moncler outlet online moncler outlet online moncler outlet online moncler outlet online moncler outlet online moncler outlet online happiness outlet happiness outlet happiness outlet happiness outlet happiness outlet usb backpack usb backpack usb backpack usb backpack usb backpack sac goyard pas cher sac goyard pas cher sac goyard pas cher sac goyard pas cher sac goyard pas cher sac goyard pas cher golden goose outlet golden goose outlet golden goose outlet golden goose outlet golden goose outlet golden goose outlet mcm outlet online moose knuckles outlet usb backpack outlet happiness outlet happiness outlet shoes down jackets outlet cappotti italia outlet fjallraven outlet