The Importance Of 'Customer Experience'
Why it’s important to provide a great customer experience
The level of competition on the high street is as intense as it ever has been. Consumers have so much choice today that should standards fail to satisfy, or even delight them, there’s a good chance you’ll never see them again. With that in mind, it’s really important to look at your offering from the customers’ point of view. Quite literally, take the journey they do.
Take the journey
Follow their footsteps through your store
From entering the shop to ordering and taking a seat. Toilet trips, seating arrangements, and even the journey to the door on the way out. How easy is it to do all of these things? What is it your customers see? What do they have to do to achieve whatever it is they want from their visit? The more questions you can ask around this journey, the greater the number of opportunities will be presented to a) improve upon what you already do, or b) think of new ways of doing things to enhance the customer experience. And that really is the magic word. Experience. And the ‘better’ the experience you can offer, the more likely you are to succeed.
Constant changes in the marketplace
Keep up with current trends
Changes in technology and constantly changing customer preferences means opportunities to improve the experience you offer never end. Mobile apps allow consumers to have their favourite beverage waiting for them on arrival, whilst one high street coffee chain is currently trialling a delivery service which if as well received as they hope, could be a game changer. At the other end of the convenience spectrum, changing tastes and a desire to try new things means some consumers are happy to wait whilst their barista carefully weighs, grinds and pours a perfectly brewed V60, just for them.
Understanding your target market is vital before implementing any ideas of this nature. But failing to address and improve the experience consumers have whilst visiting your establishment will mean you probably lose out to those who do.