“Customer experience is the new marketing” – Steve Cannon

image from MAU Vegas 2016

What will you do when Coles, Woolworths, 7-11 and Aldi are all selling Pringles on the same price? Which one will you buy from?

I will always go back to the one that offers me a better service and experience than others, and I think that most people would not go back to the store that delivers bad or poor customer experience, unless it is really cheap I guess.

Customer experience are becoming more and more critical for businesses and companies with Forrester data shows that 72% of businesses say that improving the customer experience is their top priority, because what the customer experience really tell a company is whether it’s customers are happy with the product/service or not.

image from Linkedin

Adam Richardson defines customer experience as ‘the sum-totality of how customers engage with the company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer’. Marketing is all about customers and customers are the one that have power to choose between products and companies, it is therefore essential for companies to maintain a positive customer experience.

According to Ross Beard, the marketing team at Client Heartbeat, there are 7 reasons why customer experience is increasingly important:

  1. improves customer satisfaction
  2. Fosters repeat customers and customer loyalty
  3. Increases customer advocacy and referrals
  4. Reduces customer churn
  5. creates a competitive advantage
  6. Increases revenue and sales
  7. Builds stronger customer relationships

Click here to get more detail on the article by Ross Beard.

I recommend you to go have a look at this article talking about how customer experience is becoming more important than product!




2 thoughts on ““Customer experience is the new marketing” – Steve Cannon

  1. Totally agree! Customer experience is worth so much more than the product or service you’re purchasing. There are other factors that play a role but we only remember how we are treated in store or online. Without a good customer experience, brand loyalty sinks to the bottom like the titantic!!


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s