4 Min. Read

Imagine you’re the customer. It does not matter if you are B2B or B2C. Customers will still compare their business experience to the best experiences they have had. And when you understand their perspective, you can create the best experiences for them. – Glen Hartman, president of the Americas, Accenture Interactive

Glen Hartman is right: as clients, we always compare experiences. Even more so in a world so dominated by social media, where sharing content on Instagram can make the difference between 10 of our friends buying a product or 50 people unfollowing a company if we have been mistreated. “Experience” is a big word, and you should keep it in mind while defining your company’s strategy. 

Martin Lindstrom, author of Small Data: The Tiny Clues That Uncover Huge Trends and other books, says our brains are divided into a 15% rational and logical part and an 85% irrational and emotional. Brands live in the latter. That means our relationship with brands is much more the footprint they make on the market than the product or service itself. The feelings a brand awakens are, by far, more important than the benefits a product delivers. 

It is not a matter of quality being irrelevant. Quality matters a lot. However, my product may be cheaper or have the best quality, but if the call center mistreats a customer, every campaign will go down the drain. All contact points are essential for a brand consumer. These contact points range from the product itself to the employee(whether it is the director, the janitor, or the salesman.) Each one should awaken the same positive feelings as when the audience uses the product or talks with the store’s reseller. This is why we can not think the competition is just that company with the same kind of product or service: it is every other company. In the globalized world we live in, where we are in permanent contact with brands, people, and friends’ amazing experiences, we will look for those same experiences. Be it entering a store or buying the latest fashionable product. 

For your company to stand out in the market, you need a strategy that covers the product, price, sales point, and promotion, and the client’s experience. What sensation do we want to awaken when our target group enters our website? Which when he/she goes to one of our marketing events? Is the customer properly taken care of at every moment? Are his/her needs being met? Is the call center’s assistant giving my client top-quality treatment? 

Achieving it implies planning that integrates the company’s culture, production processes, and sales strategies. Otherwise, sooner or later, things will fall apart. From the moment I began working in client service, I have always said that if CEOs worked for one week in a call center, listening to customers and hearing their opinions, a lot would change. From the products themselves to the way companies act. 

This is why your commercial partners, employees, and clients need to feel your brand continues to provide them with good products and services. Nowadays, in this remote-work-times, the need for good service is as high or even higher than in pre-pandemic times. 

An excellent experience is vital for 2021. Visit our website to learn more about our Channel Loyalty Program and many others that transform your customers’ and employees’ human behavior.

Business Trends – WHY AN EXTRAORDINARY EXPERIENCE IS YOUR BEST SALES TOOL
By: Mariana Gil, February 2021
Edited by: Ana Maria Enciso