Customer Engagement & Loyalty

Friction Harms Your Brand Loyalty: Part II

As we promised, this piece tackles the elusive concept of customer expectations and how companies should calibrate the level of effort expended so that they end up creating these amazing customer experiences throughout the customer journey, in every channel.

We know that customer expectations and customer experiences are inextricably consequential to one another, they are constantly evolving together and adjusting. However, from a psychological point of view, expectations can be present even in the absence of an experience that can regulate them. For this reason, the quality of our first interaction with a brand, organization, service or product is so important. Practically, this moment defines the parameters in which our relationship can evolve and grow.

For example, if I go to a new coffee shop and wait in line more than I’m used to because they’re understaffed that day or I can’t get my Costa Rica mocha latte because they don’t have it on the menu, then I feel disappointed and my overall experience is rather bad. Chances are that I won’t be coming back, right?

From my personal experience

But if it’s my favorite coffee shop and I have already rated it according to my previous experiences to 5 stars out of 5, then I might not fuss too much about today’s inconveniences, and just overlook them. This is how, as a consumer, I end up momentarily adjusting my expectations to compensate for the lower experience. Next time, I’ll still choose the same coffee shop, but I will surely remember my previous experience and will be ready to tax them if something similar happens again.

we are creatures of habit and once we’re used to a certain type of experience, our expectations will not go lower

The lesson here is that companies need to know their customers better and anticipate what they want, but most importantly, they need to discover the fine line that separates loyalty from disengagement. Do you know how much effort it takes for your customers to give you up and choose the competition?

To read the rest of the article, please go to Buyer Brain’s blog entry.

See also

Friction Harms Your Brand Loyalty: Part I


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