eBusiness Weekly
Clemence Mutembo
Generally speaking, a negative experience in life makes you feel bad no matter who you are or where you are — you could be in Germany, Epworth, Marondera or Harare.
One example of a bad customer experience is when a customer receives poor service from a company.
This could include being ignored or treated rudely by employees. Receiving a product that is defective or not as described or having difficulty getting help from customer service results in poor customer experience.
These experiences can leave customers feeling frustrated, angry and less likely to do business with the company again.
Other examples of bad customer experiences include long wait times, confusing or frustrating websites and unexpected fees or charges.
These experiences can have a negative impact on a company’s reputation and bottom line.
Poor customer experience can have a significant impact on brand equity which is the value of a brand in the eyes of consumers.
When a customer has a bad experience with a company, they are likely to tell others about it either online or in person.
This can damage the brand’s reputation and make potential customers less likely to do business with them.
It can also lead to lost sales and lower customer loyalty. Over time, these negative experiences can erode the brand’s equity making it more difficult for the company to compete in the marketplace.
In short, poor customer experience can be very costly for a brand.
I have experienced so many rude and unfriendly service providers when I buy as a customer.
You see, being helpful and friendly to customers is important for several reasons. First, it shows that you value their business and that you want to build a relationship with them.
Second, it can help to create a positive impression of your brand and this can lead to repeat business and word-of-mouth referrals.
Third, it can make customers feel appreciated and more likely to become loyal to your brand.
Finally, it can help to turn unhappy customers into satisfied ones which can have a positive impact on your bottom line.
In short, being helpful and friendly to customers is good for business.
If a business is not friendly, customers are likely to have a negative impression of the brand.
They may feel like they are not valued and they may not want to do business with the company again.
Additionally, they may share their negative experience with others, which could harm the company’s reputation.
In a world where customers have many choices, businesses need to do everything they can to create a positive impression and keep customers happy.
After all, happy customers are more likely to become repeat customers and recommend the business to others.
You see, brand attitudes refer to the feelings and opinions that consumers have about a brand. These attitudes are based on the consumer’s past experiences with the brand as well as their perceptions of the brand’s attributes such as its quality, value and personality.
Brand attitudes can be positive or negative and they can influence a consumer’s decision to purchase a product or service from the brand.
For example, a consumer with positive brand attitudes towards a soap brand may be more likely to buy that soap brand.
In contrast, a consumer with negative brand attitudes towards a fast food chain may be less likely to eat at that chain.
There are a number of ways to improve brand attitudes both in terms of how customers view a brand and how the brand is perceived by the general public.
One approach is to focus on the company’s reputation and values and to communicate these in a clear and consistent way.
This can be done through public relations efforts, social media and other forms of communication.
Another approach is to focus on the quality of the products or services offered by the company.
You may also need to ensure that the products or services are of high quality and meet customer expectations.
That can help to improve brand attitudes. Additionally, providing excellent customer experience can also help to improve brand attitudes.
You see, brand relationship quality refers to the strength of the emotional connection between a consumer and a brand.
It is a measure of how consumers feel about a brand and how that brand is perceived by them.
High brand relationship quality means that consumers have a strong, positive relationship with a brand and feel connected to it.
They may view the brand as a part of their identity or self-image. Low brand relationship quality means that consumers have a weaker or more negative relationship with a brand.
They may not feel connected to it or may even view it negatively. Brand relationship quality is an important measure of brand success.
When consumers have a negative brand relationship quality, it can have several negative effects on the brand.
First, consumers are less likely to purchase from the brand as they do not feel a connection to it.
They may also be less likely to recommend the brand to others or to post positive reviews. In addition, negative brand relationship quality can damage the brand’s reputation making it more difficult for the brand to attract new customers.
Finally, it can also lead to decreased customer loyalty and lower customer lifetime value.
These negative effects can have a serious impact on a brand’s bottom line.
You see, the quality of a product or service can have a significant impact on the customer experience.
A high-quality product is more likely to meet or exceed the customer’s expectations, which can lead to a more positive experience.
On the other hand, a low-quality product is more likely to fall short of expectations leading to disappointment and frustration.
In addition, the quality of a product can affect how it is perceived by the customer.
A high-quality product is more likely to be seen as a good value for the money while a low-quality product may be seen as a waste of money.
You see, there are several actions that businesses can take to attract more customers including the following:
a) Creating a strong brand identity:
A strong brand identity can help customers connect with a company and feel a sense of loyalty.
From my branding studies, I learnt that brand identity comes in two forms: visual identity and behavioural identity.
b) Offering a great customer experience:
A great customer experience can create a positive impression and encourage repeat business.
c) Building a positive reputation:
A positive reputation built through things like positive customer experience and word-of-mouth marketing can encourage customers to choose a particular company over others.
d) Offering competitive pricing:
Customers are often attracted to businesses that offer a good value for their money.
Clemence Mutembo is a high-impact and top flight business speaker who has made over 500 presentations to small, medium and large companies. You may reach him on 0778994994.
