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In the lifecycle of a relationship between brands and customers there are several stages, as most of you may already know. In an ideal world, the customer will progress along a path and keep on developing a relationship with the brand. Of course, that doesn’t always happen, but it helps to understand that this path exists and how you can nudge customers along by improving the customer experience.
As this article in Hotel Industry magazine points out, brands can move beyond just satisfying their customers and creating both loyalty and advocacy by thinking more broadly about what customers are buying. In the hotel business, it may appear to be just a night in a hotel when seen as a service or transaction, but to the customer it may be the place they are staying for their honeymoon, or where they are staying after travelling from afar to attend a cup final football game. For the customer, they are buying a complete experience that they will remember forever.
By planning for customer interactions and a general experience that reflects this, many customers can be encouraged to not only be more loyal to the brand, they can become fans. This is possibly the best advertising for any brand / company because it’s almost impossible to buy. Our latest customer experience paper covers top stories on nurturing customer loyalty and how customer centricity can accelerate your commercial growth. Click here to read this week’s edition.
How can we motivate good customers to become brand promoters? If you have any suggestions, please leave a comment here or connect with me on LinkedIn.
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