You may have heard the expression, “the customer is always right.” But according to Jay Baer, keynote speaker at AgCatalyst 2016 and President of Convince & Convert, the customer is NOT always right…but should always be heard.
By 2020, Baer believes that business-to-business buying decisions will be made exclusively based on customer experience. “How transactions make people feel will ultimately determine their choices.”
Customer service is reactive. Customer experience is proactive.
Baer told AgCatalyst attendees that 80% of businesses say they deliver exceptional customer service. Yet only 8% of their customers agree. Ignoring your customers who have a negative experience is a significant problem – yet presents a unique opportunity. Baer stated that simply responding to a customer complaint can actually increase that customer’s advocacy for your brand by 60%.
The most important customers are the unhappy ones.
“To reduce complaints, you have to first get more complaints,” says Baer. “Negative feedback and criticism are the raw materials of improvements.” Baer believes that the best content comes from aligning the sales, marketing and customer services functions to outcomes of actual conversations with customers. Embracing customer concern is creating a shift towards customer service as the “new” marketing.
Making customers feel good matters at every touch point.
Jay Baer wasn’t the only one who was insisting on creating positive experiences for customers at AgCatalyst. Jen Strickler, Director of User Experience at AdFarm, presented compelling reasons why interactive design must have a relentless focus on respecting users. And Shaun Crockett, Creative Director at AdFarm, demonstrated how virtual reality is engaging users by connecting their senses to the story to create a meaningful and emotional experience.
Does the way you do business provide exceptional experiences for your customers?
If you’d like to learn more about Jay Baer’s ideas on how to create meaningful, memorable and positive experiences that will turn your customers into advocates, pick up a copy of his new book, “Hug Your Haters”.