There’s an opportunity being squandered by many brands today. It’s the opportunity to differentiate through a unique and exceptional customer experience. It’s not that many brands aren’t attempting to do this. Many are, or at least that’s what they’re saying. But the question becomes: Is the commitment to customer experience as high a priority as it should be?
Businesses-to-consumer brands, for the most part, are more adept at customer experience models than are business-to-business brands. Most products and services on the market in most categories are very similar. Sure, some have distinct features and benefits, but if the customer experience is problematic, any differences are quickly negated.
Brands that develop an outstanding customer experience and communicate that over time carve out a distinct market advantage. Being faster, more reliable, dependable, approachable, helpful, accommodating and offering the highest quality builds customer equity and generates positive word-of-mouth marketing.
The keys are developing the customer experience continually, being fully committed to it, communicating it and enabling customers to do the same. It’s a great opportunity, for B2B and B2C brands alike.
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.