CX: The Appreciation Effect

Earning a new customer is an investment and challenge. Each touchpoint with your customer influences their thoughts and feelings about your business. These interactions will determine if they continue to work with your company or go to one of your competitors. According to customer experience surveys from PricewaterhouseCoopers, one in three consumers (32%) say they will walk away from a brand they love after just one bad experience. That’s why showing appreciation and creating an exceptional customer experience is so important.

The customer experience journey begins with your company’s leadership team. No, the customer most likely doesn’t interact with the Board or the CEO – we know that. Your employees are the face and voice of the company. As such, it’s leadership’s responsibility to provide appropriate training for employees, as well as trust and empower them, so they may immediately do what’s right to deliver high level service. This level of trust in your employees shows that you appreciate them and their judgement, enabling them to provide a stellar experience. And, when your customers have a great experience, they are inclined to share that experience with others.

So, in the year of 2020 (the year of visual acuity), I encourage you to show appreciation for your customers and employees. It is an authentic gift that costs nothing, but leaves a lasting impression.