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Influencing the Online Experience - Maintaining Customer Mindshare and Loyalty through Superior Web-based Service
Service XRG, July 2008, Pages: 33
This report examines how the web is changing the way businesses engage with customers and the impact on-line interactions have on shaping customer perceptions of companies. The study, conducted by ServiceXRG and sponsored by InQuira, examines both shopping and service experiences. The study was designed to gain insights from both the consumption and supply sides of the on-line experience and includes responses from 503 customers and 311 companies.
The consumption-side of this study explores how individuals search for the information to support on-line service, product research and shopping activities. The supply-side explores the investments, tools, and resources companies provide to encourage web use, drive successful online transactions, and deliver a positive customer experience.
The Customer Experience
The way we interact with customers directly affects the way they perceive us. When we are responsive, attentive, willing and able to provide the information or assistance they need, we increase the likelihood of providing a positive experience. When we are difficult to do business with, unable or unwilling to satisfy customers’ needs, indifferent, inept or rude, chances are the customer will have a bad experience.
A satisfying customer experience is critical if we want to positively influence the way customers behave. Anything less — even if it’s just a neutral experience — is not sufficient to compel the behaviors we want. Customers that have a positive experience are three times more likely than customers with a neutral or negative experience to buy a product from the company that delivered the experience; four times more likely to recommend a company or renew an existing relationship (e.g., a service contract); and five times more likely to state that they are satisfied with the outcome of the interaction.
While companies generally agree that a good experience is something to strive for and a bad experience is something to avoid, they find it’s not always easy to provide the experience customers need or expect. The first step to creating a positive customer experience is to understand the critical elements that shape the experience. It is also imperative to recognize the phenomenal impact the web has on shaping customer experiences and the new challenges introduced as we move more customer interactions on-line.
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