People Remember How You Make Them Feel. Why Experience Matters?
Adesh Chaurasia– Transformation of Retail Business after Covid
We love to be around people who make us feel welcome. It is truly unique how much our brain is picking up on when we meet someone new; their body language, tone of voice, and the slightest behavioral cues are constantly being registered and evaluated to decide whether we should trust them. So it is for business, too. No working relationship, no matter how old and time-tested is immune to the risk of negativity. A single bad experience with someone can trigger a gamut of negative emotions. Whether it is verbal or written communication, a slight shift in tone can make a big difference. A warm, welcoming manner can make people feel valued and cherished; a rude tone in an email can make the most well-meaning request look like an order. A positive experience is indispensable to sustain customer loyalty. Today’s most successful companies understand this; a simple food delivery app like Zomato sends you personalized push notifications to help you feel part of their family. If you want your company to succeed, you have to look at experience before you look at profits.
1. Experience Over Profits
Consider the case of Starbucks. The CEO of Starbucks, Howard Schultz, never wanted to just sell coffee beans; instead, he wanted to create an experience. In an interview, he shared that it’s the experience he had in an Italian café that encouraged him to create a similar feeling for anyone who should walk into one of his outlets. When George Blankenship of Apple joined Tesla Motors, he showed that he didn’t forget the lessons he learned from Apple’s founder, Steve Jobs. Jobs always put feeling before profit, and it paved the way for a revolution in the technology industry. Blankenship stated that his mission was not to sell cars in Tesla work to put a smile on people’s faces. Maya Angelou was right: “people will never forget how you made them feel.” Every executive who made it to the big leagues took that advice to heart. No wonder that customer experience (CX) is the mantra these days. CX denotes everything related to a business that affects a customer’s perception and feelings about it. Customer experience is the summation of all the relations that a customer has with your brand over some time. With the right design and execution, you can create an improved user experience that will significantly impact your business.
2. Build Customer Loyalty
From personalized greetings to having a customer service team who can resolve issues with minimal input from the customer, and customized offers and promotions can provide customer experiences and help you stand out from the competition. A great experience can encourage loyalty among your employees and make customers the ambassadors of your brand. We are loo. The new digital customer is well informed, demanding, and active on multiple social media channels. He requires exceptional attention and a highly satisfying experience. If we manage to win such customers and delight them, he will spread the word and will help you build a community around your brand by acting as a brand advocate or influencer. When it comes to making a purchase decision, scores of customers look for the opinion of other consumers with similar tastes. Today, we are surrounded by loud advertisements, messages, and plenty of images. To create a differentiation in the market, you need to stand out from the crowd, and to achieve that, a supremely excellent customer experience is necessary.
3. Consider The Happiness Quotient
Forrester’s Forum For Customer Experience Professionals in New York, held in 2015, stated that of the three factors: non-CX factors, Rational CX, and Emotional CX: Emotional CX is the primary influencer, more potent than the other two combined. The analysis further stated that loyal customers are 2x less likely to switch, 5x more likely to enrich, and 2x more likely to refer. This emphasizes the value of designing experiences that are engaging to your customers. I do not intend to undermine the complexity of emotions. They are ambiguous, confusing, and can get challenging to manage. It’s hard to predict how a customer experiencing the emotions will act. However, some tips can throw light on creating lasting experiences in people’s minds in a positive way.
4. Avoid Negative Experiences
We are much more sensitive to exceptionally bad experiences than exceptionally good ones. Hence you need to get rid of such negative experiences before you try to create customer delight. Remember: customers tell an average of 9 people about a positive experience with a brand, but they tell 16 people about a negative experience.
5. Practice Empathy
Identify the emotional states of customers when they buy different products. Expect emotional moments in your customer’s journey and relate with them in your interactions and communications.
6. End On A High Note
Since we tend to forget things fast, we should create as many delightful moments as possible to cultivate a lasting impression in the minds of our customers. Even after a nasty incident, if we send an apology note or a thank you note that reads genuinely, customers will remember the gesture along with (sometimes, even more than) the incident. Ending on a high note is a significantly helpful tip.
With deliberate effort, we all can develop a consistently positive tone in our conversations and make customers feel included. Whether you run a small startup or a million-dollar business, cheerful, welcoming communication is key to cultivating a robust and loyal family as you scale new heights. As one progresses in their field, they need to create a culture of respect, inclusion, and diversity in the spaces that they lead. An upbeat, open-minded, and heartfelt approach to communication is the key to an invincible relationship, personal and professional alike.
He is an active learner, author and speaker when it comes to the subject of national development through scientific and relational ways. He presents his knowledge about his line of work in such a simple yet engrossing manner that it reaches out to the people so as to enhance their knowledge and put it to good use.