Marketing That Works: Customer Experience

Marketing That Works: Customer Experience
A recent trip to my grocery store got me thinking about customer experience as part of marketing. I was at Albertson’s, who a few years ago, jumped on the member-card bandwagon with everyone else. I didn’t really mind carrying my card, although I recognized the absurdity of creating a club for saving money just so the store could get some demographics.

But last week, I saw signs everywhere telling me I no longer needed a card to save money. At first it left me feeling stripped. How would the system know how much I bought when there was a product campaign (like the one where I got a cheap pot for spending $500 in several months)?? But then I realized Albertson’s was taking customer experience into consideration. No doubt many people forgot their cards and grew frustrated. So now everyone can save money without the hassle.

A positive customer experience keeps people coming again and again.

A negative customer experience makes people tell others who will not buy from the brand under scrutiny. So it is to your benefit to ask yourself, what do my customers want? What would make their experiences better? It could be as simple as offering a cup of coffee to your clients, making the location of shopping baskets more convenient, or just thanking every customer when they leave.

Here are some other examples I’ve noticed that provide excellent customer experience:

What sets your company apart? What customer experiences do you offer?

-Susan
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