2-223_evidence310
2-223_experience310

Experiences that make an impression

Evidence makes customers remember the service experience, an excellent service enhances loyalty, and customer satisfaction establishes a lasting impression.

Customer satisfaction is what drives revenue

Customer satisfaction is a measure of how services delivered by a company meet or surpass customer expectation. Satisfaction is important because it leads to repurchases and loyalty, and a decrease in customer churn.

A satisfied customer will most likely tell others about her experience. Therefore, acquiring new customers becomes easier. You can enhance satisfaction by keeping customers informed and replying to enquiries in an efficient and friendly manner.

Do more than you have promised, pay attention to detail, anticipate your clients’ needs and do whatever it takes to help with training and support. Wherever they are in the process of buying or enjoying a service, a customer will anticipate a level of customer service.

Everyone in an organisation should be aware that it is the customer who pays her salary, and it’s the purpose of the employee to serve the client. The amount of effort that the service requires from the customer reflects customer satisfaction.

Service evidence is the physical element attached to a service

Services are not physical. Therefore, it’s important that the customer receives a physical product that assess the service before purchase and evaluates them during and after the experience. Environmental elements can create an atmosphere or mood while physical touch points may function as souvenirs.

The customer can understand the service more readily if she receives a physical object before the experience of the service. Users differentiate between the service of companies by distinct elements, such as images, colours and the quality of materials.

“…people will never forget

how you made them feel.”

– Maya Angelou

During hospitality services, guests often experience cues to assess whether the provider considers them important or not. When a service has ended, guests may receive physical objects to determine the relation they have to the service providers.

Designers and service managers must have a thorough understanding of the target customers so that they produce great ideas for relevant service evidence. Service evidence may be physical surroundings, signage, packaging and printed elements.

The service must evoke emotions to generate customer loyalty

Customer loyalty is the tendency of a customer to purchase your goods or services over comparable ones available in the marketplace. Positive emotional experience, physical feature-based satisfaction and perceived value of an experience may result in customer loyalty. Companies need to gain loyalty from their clients to obtain repeat business, increase sales and make cross-selling opportunities.

When customers are in doubt, they will tend to choose based on their previous loyalty to a company. Organisations may obtain customer loyalty by being present and courteous, being willing and helpful, sharing values and allowing customers to know what they are doing for them. To strengthen customer loyalty, customer experience managers combine the physical and emotional elements of an experience into one connected experience.

Digital and social media can enable you as a provider to make customer experiences happen everywhere and thereby establish customer loyalty. Social media are effective in enhancing customer loyalty because the channels are areas where the provider may interact with a user in any part of their relationship.
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.