'Customer discovery' at ECX 2012, a core business strategy component?
What is the added value for a business of one additional satisfied customer? The average fast food restaurant customer who eats fast food once a week spends four Euros on a hamburger and drink. Treated indifferently or even poorly, research shows the customer will not only stay away but tell between 9 and 15 people about their experience. BARE International affords an unforeseen insight into businesses across the globe.
Brussels, Belgium (PRWEB) October 29, 2012
‘Customer discovery' at ECX 2012, a core business strategy component?
What is the added value for a business of one additional satisfied customer? The average fast food restaurant customer who eats fast food once a week spends four Euros on a hamburger and drink. Treated indifferently or even poorly, research shows the customer will not only stay away but tell between 9 and 15 people about their experience. About 13% will tell more than 20 people. A satisfied customer on the other hand will also spread the word: studies show that the average satisfied customer can multiply the value of his individual purchase by 75 times or more.
Spending money and time on improving customer experience is an ongoing task but proves a worthwhile investment. High quality customer experience can be achieved by training employees to provide better customer service, improving the purchasing environment or widening product choice. Research carried out by BARE International shows that customers would pay 40% more for a product if their purchase was accompanied by a high quality customer experience including impeccable customer service and an excellent in-store experience.
For customer experience designer Mike Wittenstein, enhancing customer experience also involves ‘customer discovery', an idea he elaborated earlier this month at the BARE International ECX event 2012, hosted by BARE International. ‘Customer discovery' means providing a surprise factor to the customer that will enhance their purchasing experience and allow them to connect with a brand and become vested in it. One example would be the customer experience design undertaken by coffee giant Nespresso. Customers benefit from an enhanced purchasing experience in Nespresso stores by first taking an appointment time, then enjoying a cup of coffee in-store while waiting to be served. Nespresso is now going a step further by keeping its customer service promise also in its global call centers.
BARE International is partnering with Nespresso to help the company achieve excellent customer experience in its global mystery calling program. BARE affords an unforeseen insight in the business through research gained from assigning mystery callers the task of calling and monitoring customer service in Nespresso's call centers across the globe.
Mike Wittenstein relies on the research and insights provided by BARE to work with companies on new customer experience design:
“BARE affords a front row seat at the experience a business' customers are having today and give an accurate picture across its entire business, regardless of the number of its global locations. As a long-term partner, BARE can help measure the progress of a company going forward and benchmark it against the competition.
The stewardship of customer experience is crucial in order to continue to engage customers in your business.”
ECX Conference ‘Break, emerge, lead'
The BARE International ECX conference on customer experience took place on October 4, 2012 in Antwerp, Belgium, hosted under the motto ‘break, emerge, lead'.
Exploring the topic of customer experience, the conference included presentations and participatory workshops led by leading speakers in the field, Customer Experience designer Mike Wittenstein, Carol Chapman Co-founder & Principal of Performance Inspired, Anders Amot, Former Head of Service Training Customer Experience of SAS and Corinna Sundermeier, Managing Director & Master Trainer/Coach at GIOIA Training.
BARE International is a customer experience consultancy that has been active in mystery customer research for 25 years. With offices in four continents and half a million independent evaluators around the globe, BARE's mission is to inspire excellence by helping companies in diverse industries attain a higher level of customer experience. BARE provides companies with analysis and research data, transformed into actionable insights in order to improve customer experiences for its clients.
Today, BARE is a trusted research partner to a number of Fortune 500 and Fortune 100 companies as well as companies more local in nature as well as a fieldwork partner to some of the world's largest research companies like SYNOVATE, IPSOS and TNS. 210 employees around the globe ensure that the data collected in over 130 countries is transformed into actionable insights and knowledge with a high emphasis on quality and data integrity.
BARE believes that excellent customer experience is achieved by the optimal combination of standards and procedures, committed and engaged employees and a vigorous focus on customer feedback.
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