When thinking about what actually drives business, customer experience may not be the first thing that comes to mind. Yet, with the radically evolving online landscape making it easier and easier for customers to voice their opinions, it’s important to consider that the voice of your customer is quickly taking over as the voice of your brand. In other words, the more unhappy your current customers are, the harder it will be for you to acquire new ones.
Still, many businesses continue to pour the majority of their respective budgets into marketing/acquisition costs, paying little-to-no mind to the experience of existing customers. Of course, marketing will always be important, but the most successful heavy equipment dealers are the ones who focus on the customers they do have, knowing that those customers will not only come back, but spread the good word to others who are in the market for what you have to offer.
Let’s look at some of the common objections to focusing on customer experience, and why it’s important not fall into this way of thinking.