Customer experience to overtake product, price by 2020- Study with customer experience rapidly becoming one of the most important elements of a successful business, a study, according to Walker Report, has shown that customer experience will overtake product and price as a key brand differentiator, by2020.
The Vice-President of Customer Services for DHL Express, Fatima Sullivan, and Sub-Saharan Africa said: "If the customer is not the key focus in all activities, whether it is improvements in delivery times or query resolution processes, efforts are wasted. Customers know what they want, and how they want it. You just need to listen to them."
While reacting to the study, Sullivan pointed out that more emphasis will need to beplaced on the experience a company delivers to create a competitive advantage, adding that customers want to engage with companies who can not only provide a service, but are able to tailor-make solutions and respond quickly to changing demands.
“The voice of the customer is therefore an important element to consider when planning your strategies. Customers want to engage with companies who can not only provide a service, but are able to tailor-make solutions and respond quickly to changing demands. In the logistics industry, where unforeseen delays may arise, it’s important to be able to react quickly and proactively communicate with your customers.
“Engaged customers, understand that things go wrong sometimes, but they need to trust that you are able to recover from it in a fast and professional manner, “She said.