With the globalization of economies and trade, thousands of brands have had the chance to spread their products and services into different countries and millions of customers. Brands that could expand and scale their markets have realized that they need to make a significant effort to retain their customers in addition to trying to expand their customer base. They also have realized that the effective way of delivering products/services to more users is to increase the satisfaction of current customers—in other words, by making their experiences better.
Today, customer experience (UX) which all big-scale brands, sector giants, large-scale companies have been focusing on with the budget of millions of Turkish liras, should also be the subject matter of SME’s and startups. To start with, it is necessary to briefly describe the customer experience.
The meaning of customer experience (UX), in addition to the products and services that the customer wishes to acquire, covers the process of all the organic and inorganic ties the customer has established with the company that provides the product/service, such as pre-purchase, purchase, and post-purchase experience.
For example, when you decide to buy a computer, you can get information about the brand, go to the showroom, test it physically, procure the product, get service and consultancy after the procurement—in short, all the experience you go through about the brand and the brand’s product is the customer experience. But, why does this experience have a vital proposition? We can answer this question with three points.
Brands, naturally, do not want to lose their customers. They want to increase their sales and revenues by presenting their new products and campaigns after offering products and services. It is the core nature of trade and the economy. However, nowadays, when the trade becomes global and highly competitive, companies must not let their customers switch to competitors. In today’s world, where products and services are diversified, it is significant for small-to-medium-sized companies to grow with a strong momentum to maintain their strength and market share.
Every satisfied customer = new customers
Some firms grow up with the experience they offer customers. WOM (word-of-mouth marketing) is a marketing tool where the company gets new customers through current ones. A happy and satisfied customer can mean new customers for the company. For example, when you like a cup of coffee, service style of the coffee place and the kindness of the employees you have encountered, you can revisit and recommend it to your friends for a quality time. Alongside this traditional route we talk about, evaluations and votes on online platforms are one of the most effective ways for companies to gain new customers.
A strong and well-known brand identity
While some brands operate worldwide, they have built the same brand identity and experience in the minds of millions of customers. We can clearly see the brand loyalty in brands like Starbucks, McDonald’s, Burger King, KFC, etc. as they have built the same customer experience over and over again in years and built a trust in their service. Successful global brands such as Starbucks are making serious efforts to design customer experience, allocating a budget of thousands of dollars with dozens of specialized teams. The user experience forms the basis of the strategies of the global companies around this scale.