Customer experience and convenience are winning customers
Image: AdobeStock_505159497
Customer experience has emerged as the number one business differentiator and driver of sales — the battleground upon which customers are won and lost. If AHDB’s recent analysis of Christmas purchasing behaviour around meat is anything to go by, experience-led businesses have a greater chance of securing sales with, arguably, high brand awareness, order values, customer satisfaction rates, and better chance of retention.
Put simply, creating good experiences for customers is good for business. As such, companies now find themselves in a race against time — and each other — to be ready to delight and wow customers for this year’s seasonal occasions as well as this coming Christmas.
It would appear that customers are no longer comparing like-for-like competitors anymore — they’re comparing their experiences with one brand against all other experiences they’ve had with all others.
And, by experience I mean quality, convenience and value for money.
For my money, experiences are important to today’s customers. The majority of us are even willing to pay a little bit more, which in the translates into more loyalty to a company.
As there is a gap between commitment and actual achievement, it appears more needs to be done to improve.
In the coming months, companies, big and small, will recognise that quality, convenience and value for money is as important as anything else they offer.
- Rodney Jack, editor, Food & Drink Technology.
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