End-to-End Customer Experience: How to build the customer relationship (Part 2/3)

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The Driver of Customer Satisfaction

What is judged by the customer in terms of satisfaction not only concerns the product or service, but also the relationship with the brand. It is the customer experience as a whole that first and foremost generates emotions and positive or negative judgements.

For example, people buy Coca-Cola not just because of its unique taste, but because of the overall experience that positive emotions are stimulated by targeted marketing. When you drink Coca-Cola, you do not automatically become happy. Nevertheless, it is also bought because of this.

How Coca-Cola combines emotions with its own product.

We find the same pattern over the years with Lucky Strike or Apple, because it still works:

Connection between products & emotions: Worked in the past and still works today.

The brand image, the service offered, the product features, the customer journey, the buying experience and the associated services; all of these are rated by the customer and play a role in their satisfaction and the resulting revenue per customer.

Your product must generate positive emotions.
The value and performance of your brand is created solely through the customer-centric approach and the associated customer experience.

Our approach to the optimal customer experience is divided into the following two areas:

  • 360° Customer Contact:
    In order to create an effective customer relationship, it is essential to get to know the customer and listen to him carefully.
    By means of social media ads, this relationship with the customer can be established before and after the purchase, taking into account the entire customer lifecycle, and designed for the long run.
  • Personalized Communication:
    The work on customer relations involves interaction with the customers. Not only the awakening of emotions based on marketing messages, but also the trust towards the brand must be created.
    This includes, for example, communicating Unique Selling Points in the advertisements (“Free delivery”, “Satisfied or refunded”, “We will refund you the difference if you find it cheaper elsewhere”, etc.).
    In addition, the marketing messages and offers must be adapted to the purchasing behavior of the individual customer.

The customer must feel taken seriously and should not be just another number among others. The development of a customer loyalty strategy has become crucial.

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