“Customer experience is why people come back, and everything else is an extra buzz,” Eli Weiss.
Honestly speaking, retention is an intersection between science and art. Data on its own is misleading, what makes a difference is pairing it with user behavior.
According to Zendesk, 72 percent are willing to spend more from a company that offers good customer experiences. And 50 percent say that customer experience is more important to them now compared to a year ago.
Here's the undeniable truth: Improving customer experience is an iterative process. You've invested time, effort, and resources into attracting a new customer. They've made their first purchase and had a positive experience. But what happens next?
It’s never done and dusted but can be structured to ensure you’re creating product experiences that make users stick. Let’s see how!
Understanding the Customer Experience-Retention Nexus:
Customer experience consists of every interaction a customer has with a brand throughout their journey, from the first touchpoint to post-purchase. It involves emotional, psychological, and practical aspects of the customer's encounter with the product, service, or company.
On the other hand, customer retention refers to a brand's ability to retain existing customers and encourage them to become loyal advocates. Customer retention is vital for companies, as acquiring new customers is typically more expensive than retaining existing ones.
A positive customer experience increases the likelihood of repeat purchases, fosters customer loyalty, and reduces the probability of churn.
Remember the old saying, "It's cheaper to keep a customer than to find a new one"?
Gamification as a Catalyst for Positive Customer Experience:
Gamification leverages elements such as points, badges, leaderboards, challenges, and rewards to engage and motivate customers. By infusing playfulness and competition into mundane tasks or interactions, gamification transforms the customer experience, making it more enjoyable, memorable, and rewarding.
Enhanced Engagement: Gamification captures the attention of customers and keeps them engaged for longer periods. It taps into the human desire for achievement, recognition, and competition, encouraging customers to interact more frequently with a brand.
Personalization: Through gamification, brands can gather valuable data about their customer's preferences and behaviors. By using this data, you can then offer personalized experiences tailored to each customer's interests, improving satisfaction and loyalty.
Learning and Onboarding: Gamified onboarding processes help customers navigate complex products or services more easily. By turning tutorials and experiences within the product into games, customers can grasp concepts in an entertaining and interactive manner.
Building Emotional Connections: Gamification triggers positive emotions and memories associated with fun experiences. When customers associate positive emotions with a brand, they are more likely to form a strong emotional connection, leading to higher brand loyalty.
The 4 R’s: Rehashed for Customer Retention
1. Reputation:
Building a strong reputation is crucial for any company. Positive reviews and recommendations from satisfied customers establish credibility and trust between the brand and its target audience. A company that consistently delivers outstanding customer experiences becomes the go-to company in its niche. Just like Salesforce for CRM or Sephora for beauty products, customers instinctively turn to these brands when seeking solutions, even if they have never shopped there before.
In a saturated market, potential customers are often overwhelmed with choices. Positive reviews serve as social proof, assuring prospective buyers that the business is the best solution for their needs. As a result, a strong reputation can significantly influence the buying decisions of potential customers.
2. Reach:
There lies an intrinsic link between customer experience and reach. Reviews, mentions, and positive interactions with customers boost a company's online footprint. When customers share their positive experiences on social platforms or review sites, they extend the reach of the business to their followers, many of whom are part of the company's target market.
In today's world, consumers heavily rely on online research to make purchasing decisions. Positive customer experiences and the resulting online mentions enhance the visibility of the business. As a result, the reach of the business expands, reaching a broader audience and increasing its chances of attracting new customers.
3. Referrals:
One of the most powerful outcomes of delivering exceptional customer experiences is the potential for referrals. (read: Starbucks Referral program ;)) Happy customers who have had a positive interaction with a business are more inclined to recommend it to their friends, family, and colleagues. Referrals hold immense value as they are essentially pre-qualified leads.
That’s why referral programs when done right do a lot for a company.
Leveraging referrals as a result of positive customer experiences can lead to a substantial increase in customer acquisition and long-term retention.
4. Refinement:
Where exceptional customer experience happens, it sets a precedent for others in the industry to follow suit. Companies that prioritize customer satisfaction and consistently deliver top-notch experiences raise the bar. As competitors strive to match or exceed the benchmark, the overall quality of service in the industry improves, benefiting customers across the board.
They become pioneers in differentiation, setting themselves apart from the competition. This leadership position allows them to capitalize on customer loyalty and retention while the sector evolves and refines its offerings.
Gamifying In-App Experiences To Increase Customer Retention
The relationship between customer experience and retention extends beyond the immediate impact on sales and customer loyalty. A positive customer experience has far-reaching consequences that contribute to a company's reputation, reach, referrals, and overall refinement of the industry.
It is not just a short-term strategy; rather a sustainable approach that yields substantial benefits in the long run. By prioritizing customers and minimizing user alienation by using in-app experiences and gamifying user journeys, companies can create a powerful cycle of success, where satisfied customers become brand advocates, driving further growth and success for the company.