By Lisa Graham, Xerox – How many times have you heard that it is easier (and cheaper) to sell to an existing customer than to win a new one? When it comes to securing their customers, companies are increasingly recognizing that the experience they provide is equally as important as the quality of the products or services they offer.
A superior customer experience helps a business stand out from the crowd, while businesses who fail to appreciate its role in customer loyalty can suffer.
Will They Stay or Will They Go
Customer experience is quickly becoming one of the primary factors that determines whether a customer will decide to keep doing business with you or take their dollars elsewhere. In fact, with factors like evolving technology, changing industry trends, and unpredictable economic shifts, customer experience can be considered one of the only durable competitive advantages; in other words, if your customer loves the way you do business, they’re far more likely to continue doing business with you than to switch to the competition, regardless of offering.