Brand Marketing is Dead. Here’s What You Should Invest in 2025
November 4, 2024
Imagine you’ve just bought a new smartphone. You’re excited, ready to unbox it, but the setup is confusing, the customer support unhelpful, and every time you try to find answers, you’re met with frustration. How would you feel about the brand that sold you that phone? Probably not too great, right?
Now, think about the millions of customers who experience this every day. They invest their hard-earned money into a product or service, only to be met with a disappointing customer experience. This isn’t just an inconvenience—it’s a ticking time bomb for any brand. Neglecting customer experience is like inviting your customers to walk right out the door—and trust me, they will, but not before telling everyone about their bad experience on social media.
So, what’s the key to preventing this customer exodus? A rock-solid focus on customer experience (CX). Brands that prioritize their customers’ needs, frustrations, and desires don’t just survive—they thrive. And in this blog, we’ll explore why neglecting customer experience is a surefire way to fail.
Products and services are becoming increasingly similar. What’s left to differentiate one brand from another? You guessed it—customer experience (CX). According to a report by Walker, customer experience is expected to overtake price and product as the key brand differentiator. If you’re not focusing on CX, you’re not just falling behind—you’re being left in the dust.
Chick-fil-A embodies great customer experience in the service industry. When a Maryland customer redeemed over 50,000 rewards points to feed the homeless, Chick-fil-A donated cookies to round out the meal, supporting her good deed. The company lives and breathes its customer-centric values. (Source)
In the age of social media, a single bad experience can be shared with millions in seconds. A study by American Express found that consumers tell an average of 15 people about a poor service experience, compared to the 11 people they tell about a good one. This means that if your brand isn’t delivering on customer experience (cx), word will spread—fast.
Consider the infamous case of United Airlines, where a passenger was forcibly removed from an overbooked flight. The incident went viral, sparking outrage and leading to a PR disaster. The financial fallout was significant, with United’s market value dropping by nearly $1 billion within a day. This is a prime example of how neglecting CX doesn’t just harm your reputation—it can have a direct impact on your bottom line.
Organizations that prioritize customer experience see an average 42% improvement in customer retention and a 33% improvement in customer satisfaction
It costs five times more to acquire a new customer than it does to retain an existing one. Yet, many brands still pour resources into marketing and acquisition while neglecting the customers they already have. This is a classic mistake.
When you deliver a stellar customer experience, you create loyal customers who are not only more likely to return but also more likely to recommend your brand to others. Zappos, the online shoe retailer, is a perfect example. Their commitment to going above and beyond for customers—like offering free shipping both ways and a 365-day return policy—has built an army of loyal fans. These fans don’t just buy more; they also become brand advocates, helping to spread the word and bring in new customers without the need for costly marketing campaigns.
Zappos is renowned for its exceptional customer service. They offer a 365-day return policy and free shipping both ways, making online shopping easy and risk-free. Their customer service team is empowered to go above and beyond, often surprising customers with overnight shipping upgrades and personalized thank-you notes. This dedication to customer satisfaction has earned Zappos a loyal customer base and a stellar reputation.
Lesson: Empower Your Team and Exceed Expectations
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United Airlines has faced significant backlash for poor customer experiences. One notable incident involved forcibly removing a passenger from an overbooked flight, which was widely publicized and led to a PR nightmare. The airline’s failure to handle the situation with empathy and respect resulted in a massive loss of customer trust and a decline in brand reputation.
Lesson: Handle Issues with Empathy and Transparency
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Neglecting customer experience is like playing a dangerous game of Jenga with your brand. Each time you ignore a customer’s needs, you’re pulling out a block, making your structure less stable. Eventually, it will collapse.
But here’s the good news: you have the power to change this. By prioritizing customer experience, you can build a brand that’s not just stable but thriving. You’ll create loyal customers, reduce churn, and build a reputation that others will envy. So, what are you waiting for? The time to focus on customer experience is now—before your competitors beat you to it.
And remember, in the end, it’s not just about selling a product or service—it’s about creating an experience that keeps your customers coming back for more. After all, a happy customer is your brand’s best marketing tool.
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