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The path to great customer experiences


Businesses thrive on good reviews; these in turn thrive on good experiences from customers. The IFS study "Fixing the fundamentals: Understanding new business models and opportunities in the wake of Covid-19" shows that 25% of consumers (12,500 in total in the study) turn away from a company after just one negative experience and 52% turn away completely after two or three.

So what is important to achieve the customer experiences that lead to only positive experiences?

To achieve this, it is important to understand the company as a whole. Every single action in the process is crucial to the end result, so each step must be perfected.

Let’s start with the combination of technology and people. As soon as a negative experience occurs, not only is the direct relationship between the company and the affected customer damaged, but with it it carries further damage. 36% of those affected customers share their experiences on social media and 46% give negative reviews. This tells us that small mistakes can lead to a damaged reputation from a certain brand, because bad news - in this case bad reviews - spread particularly rapidly, as we know.
It also works the other way around, though. About 52% leave positive reviews. These support and underline fabulous service moments in which the customer sees his expectations fulfilled through punctual and high-quality work by the company.

Furthermore, it is important to keep track of everyone throughout the customer, product or service lifecycle. 79% of the respondents found that 251 or more people in their companies are involved in sales processes. For an impeccable customer experience, the company must be able to manage the people and workflows in any part of this process.

Another issue is the ERP software. By no means should it be inflexible and outdated. Software features, such as a compatible model that allows different functions to be combined and coordinated based on specific requirements, are further growth-enhancing. It also emerged from the survey that proper management of the after-sales phase is more important than on-time delivery when it comes to customer experience.


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