Brands are no stranger to positive brand experiences boosting customer happiness. Still, a Walker study is now identifying customer experience as the most vital brand differentiator, surpassing both price and product in importance.
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Research from PWC demonstrated that 86 per cent of customers are willing to pay more for a great customer experience. PWC found that the higher the value of the item, the more the customer was willing to pay to receive a good experience.
Luxury and indulgent services were the most influenced by customer experience, with customers accepting a mark-up as high as 18 per cent, through simply receiving an excellent customer experience. Credico is unsurprised by the findings that 49 per cent of buyers made impulse purchases after receiving a more personalised service.
"Not only does the research spotlight just how damaging poor customer experiences can be on a brand, but it also reveals that consumers are actively seeking out opportunities to engage with a brand and its products in person," a Credico spokesperson said.
"This is a clear warning for companies to step up their marketing strategies and produce more engaging, live experiences, through which they can form meaningful, long-term relationships with their customers."
Credico is pleased the research from both Walker and PWC reinforces the long-assumed fact that stellar service drives brand loyalty. The outsourced sales organisation is now prompting retailers to plan more opportunities for face-to-face customer service through product demonstrations and well-organised, engaging in-store promotions.
By alerting more companies to the research, Credico is optimistic that brands will invest in immersive events and enhanced in-person experiences to deliver what customers are after in 2021.
How can Credico support your customer experience goals? Get in touch to discuss your outsourced face-to-face marketing needs.
- Contact Name:
- Debbie Shaw
- Financial Operations & Events Manager
- Credico Marketing Ltd.
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- 0207 340 8695
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