3 Ways to Create A Better Customer Experience

76% of consumers say that it is easier than ever to switch brands.

76%…more than three quarters.

If that is not a wake up call for brands, how about the fact that 51% of consumers surveyed by Salesforce say that brands are failing to meet their expectations.

Failed expectations, lots of options, and consumers who have now been trained to believe that brands can make it work even when faced with challenges never before seen. The status quo is no more, it is time for brands to place a little more emphasis on delivering against consumer expectations.

Where specifically should that emphasis be placed? Perhaps surprisingly, it is often not the products that entice consumers to switch, but rather the overall experience with a brand, from discovery, to purchase, to loyalty. In many industries, there is a great deal of parity among products, and the differentiators are not enough of an incentive or deterrent for consumers to switch from a brand they are comfortable with, or to step out to try something new.

Experience, on the other hand, can make or break a brand’s reputation and value proposition. Make it difficult for a consumer to buy from you, and they probably won’t be coming back.

Improving the customer experience not only makes the customer happier, but it creates value for the brand and its products. 83% of Gen Z buyers view online as an experience, as opposed to merely a transaction. The experience…