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The 6 Principles of Building a Memorable Customer Experience

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“Sometimes [business] rules change—often in very significant ways.” – Andy Grove, former Intel CEO and founder

Change is sweet. It stimulates development. We study from it. But sometimes change is pressured upon us in tough methods (take as an example, all the COVID-19 pandemic).

The final yr has been cited because the supply of many adjustments, however the adjustments which have occurred almost about the shopper expertise have been simmering for a whereas now.

More and extra corporations are viewing the shopper expertise because the added worth that units them aside. And with this renewed concentrate on creating extra individualized experiences have come a selection of new advertising methods geared toward constructing lasting relationships between prospects and types.

Whether your model has totally taken your buyer expertise digital, added new components to adapt, or is enjoying a bit of catch-up, it’s vital to take a second and take a look at the shopper expertise from a very powerful perspective: the shopper’s.

In that vein, we’ve compiled the six core ideas of buyer expertise try to be utilizing to construct a memorable, lasting relationship with prospects.

A Memorable Customer Experience in 6 Steps

In our latest information, we dive into the psychology behind a memorable expertise. Specifically, we concentrate on the right way to relate to your prospects at a human degree.

The brand-customer relationship is not one-sided; it’s a dialog with a conversational tone. The six ideas detailed within the report come from Robert Cialdini, skilled and scholar of the psychology of influence.

For the TL;DR, it’s simpler to get folks in your facet and see your level of view if which levers to tug beforehand. Spoiler alert: the information has all six ideas of a higher buyer expertise.

But for now, right here’s a style with the primary one: Reciprocity.

1. Reciprocity

Reciprocity is the concept that if prospects really feel like they “owe you something,” they’re extra prone to, say, make a buy. For instance, Cialdini factors to the upper lifts in gross sales at Costco when samples are supplied.

But sadly, reciprocity isn’t at all times that straightforward. To be as efficient as doable, (*6*):

  1. They have to be significant and surprising
  2. They have to be personalized to the person particular person

Translation? If a particular person doesn’t drink espresso, you’re most likely not going to affect them with a Starbucks present card.

To see how reciprocity can play out to your model, let’s take a look at the next rewards email from fast-casual chain Chipotle.

Reciprocity - Rewards email from Chipotle

Fast-casual chain Chipotle rewards a buyer for attempting its supply service. Source: Really Good Emails

Thanks to know-how, reciprocity is simple to use in your buyer messaging if in case you have customized details about their exercise. Here, the Chipotle staff is aware of that this buyer tried their supply service. As a token of appreciation, they’re providing 50 bonus factors to their loyalty account.

Assess Yourself Before You Wreck Your…Experience

In the curiosity of reciprocity, we wished to assist make this information a bit extra customized for you. After seeing how every of the six ideas performs out in motion, we’ve supplied a self-assessment worksheet so that you can full.

It’s purely to your personal edification—and undoubtedly not homework. It’s 4 easy inquiries to ask of your buyer expertise, after which you’ll be capable of determine the place your buyer expertise excels and presumably the place you’ll be able to enhance. Nobody’s excellent, in any case!

Download the information and provides it a strive—and after that, tell us how you probably did! As talked about above, the shopper expertise isn’t one-sided anymore. We would love to listen to the place your buyer expertise stands at the moment and the way you intend on utilizing these six ideas—and even how you utilize them at the moment—to personalize the expertise to your prospects.

Schedule a demo, tweet us, tag us in a LinkedIn publish, service pigeon, skywriting—no matter matches your type and price range! There’s at all times one thing to be discovered from a reciprocal relationship.


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