The Important Relationship Between Customer Experience and Brand Trust
Here at Loop Media, we’re focused on providing an awesome in-person experience for your customers using music videos. We wanted to share some insight with you about how to build trust with your audience and exceed their expectations.
People today can easily share their experiences with businesses across social media platforms — these reviews can be a dealbreaker for any brand, making customer advocacy a top priority. When done right, customer advocacy boosts retention and customer satisfaction.
Customer experience marketing refers to strategies that focus on and improve your customers’ experiences with your brand. The idea is to meet their needs and exceed their expectations instead of pushing your services on them in a top-down manner.
According to a study by Futurum Research Principal Analyst and Broadsuite Media Group CEO Daniel Newman, there are many reasons why the customer experience should be your priority:
- There is a direct correlation between customer experience and brand trust; consumers are willing to pay more for services and products from businesses that provide a great journey from early interaction to digital experience to retail ambiance.
- You need 12 positive experiences to compensate for one negative experience.
- Bad reviews are much more likely to go viral.
- With today’s social media reach, upset customers can easily ruin your reputation.
Price and quality are the top reasons why consumers complete a purchase, but Newman also shows that 73% of consumers consider positive experience as a key loyalty driver.
So, how can you, as a company, enhance your consumer’s experience with your brand?
Design your website to provide a smooth customer experience.
Optimize search engine visibility by using keywords that are relevant and popular within your industry.
Use easy-to-understand language, keep your content succinct and use a conversational tone to avoid confusion and misunderstandings.
Make sure your website is easily navigable. Put important information about your products and services in a prominent location.
Constantly make adjustments to your site. Your webpage should always be a work in progress — listen to your consumers’ needs and adjust accordingly.
The goal of personalized marketing is to truly engage customers by communicating with each as an individual.
While there are instances in which a general approach is appropriate, people respond more positively to a personal interaction. Tailored and curated messages and emails are preferred.
This can be done in many ways, with personalized emails being just one. Brands will often use product recommendations as a way to customize messaging to individuals. Amazon is a great example of a brand who uses this tactic in their “top picks for you” section. Data collection and previous purchases are used to determine what type of product, service or offer a user is most likely interested in and tailors recommendations accordingly.
Maintain consistency through social messaging
Keep your social messaging brief and easily navigable. People are using social media more often for customer support and questions. Be sure to reply quickly and accurately as consumers are driven to purchase when brands are responsive and helpful.
On the other side of the spectrum, brands can go viral for bad customer service. Try not to leave any questions unsolved and keep track of replies and mentions.
Promote positive reviews
Customers often trust online reviews to the same degree that they trust personal recommendations. Entice new customers by highlighting and reposting your positive reviews.
Clothing and apparel brands do a great job at this. They use their customer’s unique styling techniques and reviews to showcase their products in everyday use.
There are many simple ways to create a memorable and positive interaction with your targeted audience. By placing their requirements at the center of your business plan, you will build an experience that will drive brand loyalty and consumer advocacy.
If you’re interested in learning more about how Loop uses music videos to create an awesome customer experience, sign up for our mailing list here: bit.ly/LoopBusinessApp