Scott Jacobson is the founder of Fuse Advancement, a network- and community-building partnership business working with organizations in order to help them shape their own bright future. In the following article, Scott Jacobson discusses how the customer experience has emerged as a crucial factor in determining the success and growth of companies. It goes beyond simply providing a product or service; it encompasses every touchpoint and interaction a customer has with a brand. From the moment a person discovers a business to their post-purchase support, the overall experience shapes their perception, loyalty, and advocacy.
Every business seeks to grow. In that pursuit, entrepreneurs and business owners are constantly seeking new strategies and tactics – anything to leverage just a bit more progress in pushing that metaphorical needle.
While advertisements and promotions may have been explored extensively, brands would do well to consider the untapped potential of focusing on the customer experience.
Scott Jacobson, founder of Fuse Advancement explains through this comprehensive guide how providing an exceptional customer experience can pave the way for increased customer loyalty, word-of-mouth marketing, and ultimately, business expansion.
Scott Jacobson Defines the Customer Experience
Before diving deep into the benefits and rewards, let’s establish a clear understanding of customer experience.
Scott Jacobson, founder of Fuse Advancement says that the customer experience encompasses every interaction an individual shopper has with a brand. This spans the full gamut of dealings, from initial contact to post-purchase support. It also includes touchpoints across various channels, such as online ads, social media engagement, and the checkout process.
Put simply, customer experience is all about perception; how does the customer see the brand? How do they feel about it? What’s their general attitude? There are places where a brand simply cannot affect customer perception, but the place where they can make a controlled difference is where they should focus, hone, fine tune, and aim to impress.
Fostering Customer Loyalty
Scott Jacobson, founder of Fuse Advancement notes that one of the most significant advantages of delivering an exceptional customer experience is cultivating customer loyalty. Successful members of business growth clubs can attest that customers who have positive experiences with a brand are more likely to become repeat customers, regardless of the industry.
It’s not unusual for a customer to look up reviews of a product or service prior to engaging with it. Usually, this is because they trust other people’s opinions more than they trust advertising and paid sponsorships. A difficult pill to swallow, yes, but one that must go down all the same. Reviews are an incredibly powerful way to leverage feedback.
Scott Jacobson, founder of Fuse Advancement reports that people are more inclined to speak favorably about a brand and provide positive feedback and reviews online when their expectations are exceeded. Their advocacy becomes a powerful tool for enhancing your brand’s reputation and attracting new customers.
Manage Negative Feedback Wisely
Bad feedback is going to happen, it simply cannot be avoided, because no brand or business can hope to please everyone 100% of the time. However, how that feedback is handled is where a business can make a massive difference. Hiding or deleting negative reviews is seen as sneaky and dishonest. Instead, reply to these reviews, apologize, and offer a solution.
Scott Jacobson, founder of Fuse Advancement explains how best practices indicate that negative feedback should be seen as an opportunity to look inward; is there something that should be changed or improved? Was there an issue in production, packing, and shipping? Get to the root of the issue and solve it in order to prevent further bad press.
Setting A Brand Apart
In today’s ultra-competitive marketplace, differentiating one brand from the competition can be a daunting task — delivering an exceptional customer experience offers one compelling way to stand out from the crowd. Customers consistently prefer brands that prioritize positive experiences, even if it means paying a premium. By prioritizing the customer experience, a brand will cement itself as a preferred choice, gaining that coveted competitive edge.
Accelerating Business Growth
Ultimately, Scott Jacobson, founder of Fuse Advancement explains that providing an unforgettable customer experience can fuel increased sales and expedite business growth. Customers who have positive experiences are not only more likely to become loyal patrons, but they may also serve as enthusiastic brand advocates. Through their recommendations, a ripple effect is created, leading to a surge in growth and expansion.
Implementing Strategies for Success:
- Listen attentively to customers and actively seek feedback to enhance their experience.
- Train teams to provide excellent customer service, emphasizing empathy and attentiveness.
- Simplify the customer journey by optimizing the website’s usability and ensuring a seamless checkout process.
- Leverage customer data to personalize the experience and tailor offerings to individual preferences.
- Foster a culture of continuous improvement, consistently refining and enhancing the customer experience.
Scott Jacobson, founder of Fuse Advancement says that embracing the customer experience as a catalyst for business growth is paramount. With heightened customer loyalty, referrals, increased sales, and revenue generation, prioritizing the customer experience should be a top priority for every business owner. By infusing exceptional experiences throughout the customer’s journey, businesses will pave the way for sustained growth and lasting success.
