Customer Experience Archives - The Marketing Spot

Use This Customer Experience Formula to Increase Loyalty and Word of Mouth

Written on April 3, 2014 by Jay Ehret in Customer Experience, customer loyalty, podcast, word of mouth

Episode #99 of Power to the Small Business Podcast

How to use the customer experience formula to wow your customers — Taking Your Experience to Wow!

The customer experience you deliver is the number one factor of customer loyalty. It is also the the number one reason why you do or do not earn word-of-mouth conversations. The argument can be made that this component of your marketing plan may be the most important to your profitability. Is customer experience delivery in your marketing plan?

In this episode of Power to the Small Business, I introduce you to the Customer Experience Formula and show you how it determines whether or not customers will be loyal to you and whether or not they will recommend you to others. You will also learn the three steps necessary to take your experience from commodity to Wow! I’ll also provide you with two tools to increase the Wow! factor in your experience delivery.

Topic: The Customer Experience Formula: Customer Loyalty and Word of Mouth

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Customer Experience Show Notes & Tools

The Customer Experience Formula:

I – E = W!
CE Ingredients – Customer Expectations = Wow!
Take everything you deliver in your experience, subtract what customer expect you to deliver, and what’s left is your Wow! factor.

Here are the stats:

Below Average Customer Experiences

10% likelihood of customer loyalty

7% chance of word-of-mouth recommendations

Ordinary, Commodity Customer Experiences

42% likelihood of customer loyalty

30% chance of word-of-mouth recommendations

Extraordinary, Wow! Customer Experiences

86% likelihood of customer loyalty

97% chance of word-of-mouth recommendations

** DiJulius Group

The Tools:

The Customer Experience checklist to take your customers from ordinary to Wow! — The Customer Expectations Checklist

Use the Frame to build connections with your customers.

customer experience map marketing tool to add memorable moments to the experience — The Customer Experience Map

Related Link: How to Create a Marketing Plan to Grow Your Business.
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Marketing Morsels to Beef up Your Business

Written on September 8, 2013 by Jay Ehret in Customer Experience, marketing, small business website, word of mouth

Snack-sized marketing advice this the past week from The Marketing Spot Facebook Page (please “Like” my page) Customer Speak Do you have a primary customer profile? You can increase the potency of your marketing message by speaking to a specific person that matches your primary customer profile. When you create a generic message trying to

Making Customers Happy

Written on June 7, 2012 by Jay Ehret in Customer Experience, Customer Happiness, customer satisfaction

Ask an entrepreneur what they sell, and you are likely to get a response with a product or service: “We sell home décor…” “…comprehensive, quality healthcare” “…heating and cooling systems.” Unfortunately, that’s not what customers want, and it’s not what makes them happy. So you are probably thinking, “Well then, I’m screwed. Because that’s what

The Brand Experience Frame Makes All The Difference

Written on March 15, 2012 by Jay Ehret in brand building, Customer Experience, differentiation

The Big Idea: You don’t have a brand until until customers experience that brand. Frame your experience to deliver your brand. I know you say you have a brand. You’ve worked hard on your all your brand elements. But brands don’t happen until someone experiences something. What do your customers experience? As we’ve discussed many

How to Create Value

Written on February 9, 2012 by Jay Ehret in Customer Experience, innovation, price, value

We know that most people are NOT price only shoppers. What customers really want is a good value. Real value is when the customer believes they are getting something greater than the price they are paying. There are two sides to this equation, the price side and the value side, as I demonstrated here: The Price

The Best of The Marketing Spot 2011

Written on January 3, 2012 by Jay Ehret in branding, Customer Experience, entrepreneur, marketing, promotion, social media, word of mouth

Where oh where did the time go? Here we are in 2012 with another great year of marketing ahead of us. But before we get too far down the highway, let’s take a look back at the best small business marketing articles of 2011. I’ve organized the list around the four essential spots of small

Creating Magic Moments That Spark Word of Mouth

Written on January 2, 2012 by Jay Ehret in Customer Experience, customer service, word of mouth

You understand the value of word of mouth. It’s free advertising and it’s powerful advertising because it’s unbiased advertising. But do you understand how to get more of it? The answer is magic, specifically magic moments. My first article for the Washington Post was recently published and it has more on how to create magic

What to do With a Commodity Product or Service

Written on July 21, 2011 by Jay Ehret in commodity marketing, Customer Experience, price

What’s the right marketing strategy for selling a commodity? You know… when everyone else can sell what you’re selling? Here’s how 90% of America’s car dealerships handle that problem: It’s a price war, baby. He with the lowest price wins! Or… loses with the lowest profits. Almost every product or service is a commodity. I

Quote Spot: Customer Experience

Written on May 15, 2011 by Jay Ehret in Customer Experience, quotes

A Collection of Customer Experience Quotes When consumers discover something meaningful in a consumption experience, they are prepared to make the consumption story their own….Stories about consumption experiences have become identity shapers. – Bertand Cesvet, Tony Babinski, Eric Alper in Conversational Capital. Once a user submits a suggestion and receives feedback and acknowledgement for it,

Offensive Name or Brilliant PR Move?

Written on April 5, 2011 by Jay Ehret in Customer Experience, PR, publicity, restaurant naming

A new burger restaurant recently opened in my hometown of Waco, Texas. And when it did, it created a national sensation, including a feature on a Boston TV station. Last week I received a call from a radio program in Champaign Illinois asking for my marketing opinion about the restaurant. What caused all this national

Category Archives: Customer Experience

Episode #99 of Power to the Small Business Podcast

Customer Experience Show Notes & Tools