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Why companies should invest in the customer experience

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Question: Does the customer experience being advertised match what actually happens in the company or at the store? Does the company have a defined sales process? "Would you advertise it?" Challenges Grant Cardone! If a company is not comfortable advertising their sale process or the experience a client will have, that should be a big red flag! If what is being advertised doesn't match what actually happens, what is the cost of that? What is the cost not only financially but what is the cost to the brand image? What is the cost on a disillusioned staff and customer base? What does a large company spend on advertising every month? Would there be an even greater ROI if every customer facing employee was prepared to handle the traffic the company is generating by spending money to get customers to show up? And not just physically, what about on the internet, the phone, in chat? Customers are choosing multiple mediums to engage with. Is the company up to speed? Can one truly be of service and deliver a world class experience without being trained and in sync with the customer?

Let's look at some states from this powerful info graphic put together by zendesk.

Good News:

  • 40% of people went to a competitor because of it's reputation of great service
  • 55% of people are willing to recommend a company based on excellent service over product or price
  • 85% would pay UP TO 25% MORE to ensure a superior customer service experience. (see The Price Myth in Grant Cardone's Sell Or Be Sold - it's chapter 6)

Bad News:

  • 82% of people will stop doing business with a company due to bad service
  • 95% of customers have taken action as a result of a bad experience. 79% told others about the experience. Of the 79%, 85% wanted to WARN others, 66% wanted to discourage others from even doing business there.

Top Reasons Customers Switch:

  • Rude employee
  • Unexpected charge or fee
  • Poor quality of product or service

In 2011, 214 BILLION was spent on advertising, while only 4% of America trusts advertising as a source for product or service information. Word of mouth is still more powerful. 83% trust independent sources with whom they are in a personal relationship with like friends, family and colleagues.

BOTTOM LINE: Sales people and customer service reps (same thing really) are the only real competitive advantage in the market place. Advertising dollars creates leads and opportunity. It is ultimately the people who determine the experience and the repeat and referral business. While spending dollars on advertising is vital for getting out of obscurity, getting attention, generating traffic, nothing is more expensive than missed opportunity and a poor reputation.

Look at some of the companies who get it and then see how yours matches up. Can't please everyone, but these guys get it right more often than not...

  • Jet Blue
  • USAA
  • Vanguard
  • Verizon
  • Metro PCS
  • Apple
  • Symantec
  • Amex
  • Costco
  • Trader Joe's
  • Kaiser Permanete
  • State Farm (go Jake!)
  • Google
  • Amazon

Need help with creating that positive customer experience? Looking for a culture change? Want to make sure you media message is consistent with the actual experience? Just want to sell more? Cardone Training Technologies has proven technology and methodology to help you in all aspects. For a free consultation about a sales process that can be advertised and free tips on creating the ultimate customer experience, reach out to David Bradley directly by email at david@grantcardone.com or 310-777-0352.

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