It is without a doubt that nowadays organisations spend billions of euros every year for their activities in social media and their main justification for these investments is that by attracting more followers, they will eventually increase sales. On the other hand, in a relevant survey of 427 marketers at US companies showed that nearly 80% of them, are not able to quantify the value of their social media campaigns.
Nowadays, customer experience is more and more considered as one of the main differentiators across industries, but there has also been a large discussion with regards to what actually makes it great. For some, the answer is having an easy and frictionless journey, for others it is having a memorable experience that makes you go “wow!”. There is also a third view which says that you need to have both.
Have you noticed that when you have heard a song many times, the next time you listen to it, takes fewer opening notes to recognise it? Why does this happen? According to Neuroscience, recurring stimuli need less attention to be noticed and are faster and more accurately read or named, as the brain requires less information and uses less energy to identify them.
Do you remember when was the last time that you booked a hotel for your vacations or went to a restaurant when visiting a new destination, without first looking at the reviews about it? Certainly, I don’t!
Nowadays, there is not a single company that does not talk about the importance of being customer-centric, how serious they are about it and how much they invest towards that direction. The question that arises though is if they are using metrics that their customers would care about or is this not the case?
Read more: Customer-Centricity – Just a Word or Part of our DNA?