Page 19 - AeM_Dec_2018

BEST PRACTICES & STRATEGIES

public at the beginning of the customer journey. But negative reviews, most companies could close their
ultimately, for the individual consumer, the own brand business most probably within a month. Even after a
experience has more weight than the assessment of bad experience, a customer often stays with a vendor,
others. Still, that does not mean that word-of-mouth isn’t simply because there are obstacles in their way: Just
playing an important role. On the contrary, negative word look at the family packages of mobile operators to give
-of-mouth has often more far-reaching consequences you an example: if a person is dissatisfied with the
than positive one, because it can be much more package, it must convince all others to cancel as well.
vehement and emotional. Therefore, companies should The bottom line is that customers usually only move
defend themselves more strongly against negative away when they find a better alternative, and their
statements, rather than focusing solely on positive loyalty can only be taken for granted when their
recommendations. customer feedback states "I am fully satisfied". Blind
brand loyalty simply doesn’t exist anymore. Customers
Myth # 3: Customer Experience is the "New expect a homogeneous brand experience, are self-
Marketing" confident and well-informed these days.

The customer experience has a significant impact on To meet customers’ needs, businesses must learn to
brand and sales, therefore, every company should combine sales, marketing, customer experience and
observe and analyze the preferences, needs, wishes and market opportunities. CX measurements that are only
behaviors of their customers. This information helps made to improve a rating miss the target, but when
identify how it can increase the share of wallet, while executives say goodbye to those mentioned myths and
identifying those customers who could potentially move focus on the most important factors of customer
away or even become a brand ambassador. Obviously, behavior, they can make a positive impact on every
customer experience is the "New Marketing", urging aspect of their business and achieve overall better
companies to invest more time in their business results. ◊
philosophy, their basic principles and the little things in
general. They should reinforce positive customer By Daniela La Marca
behavior, while finding ways to combine marketing with
customer experience, to develop a more holistic
business strategy.

Myth # 4: Poor experiences push the
customer to the competition

Fortunately, most customers do not go straight to the
competition when they have a bad service experience. If
the number of customer churns equals the number of

MediaBUZZ Pte Ltd - Independant ePublisher for Asia